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Last year I made half a dozen resolutions for 2012 as an email marketer. The basic overall theme was to focus more on relating better to people we serve on their terms, be they clients of the company I work for or subscribers to an email newsletter of any of those clients.
I don’t know how you did with your resolutions, but here’s my self-assessment of how I did.1. Stop talking like a rocket scientist
I’d give myself 7 out of 10 on this one. While like to think I’m naturally talented at putting industry terms and complex ideas into frames of reference which people can understand, I still found myself being lazy at times. Who wants to write out ESP or CTA and so on? I’ll tell you, don’t confuse the people who most need to understand what you are saying!
Don’t assume people know what the jargon and the abbreviations mean! Assume the opposite and you’ll be a better teacher.2. Tell better stories with real world examples
This past year has really made it clear to me that people want those case studies, data and real world examples. I’ve noticed a lot of bloggers and industry insiders trying hard to do just that. For example major email marketing conferences are being even pickier about speakers and insisting they have case studies and not just pontificate.
A good story based in fact makes the best lesson.3. Be not an email or social media marketer, but a marketer who uses the right channels and devices to reach the right people
I don’t think we’ve made a great deal of progress here. A recent study by Pitney Bowes Software found an apparent disconnect between what channels marketers are focused on and what channels people are actually on. 57% of marketers reported using Twitter and yet only 31% of consumer respondents are actually on it. 51% of marketers said they use Google+ and yet only 21% of consumers are using it. On the flipside, 53% of consumers are on YouTube and only 41% or marketers have a presence there.
It’s a case of “shiny object” syndrome. We’d rather find some new magic channel and jump all over that then reassess how we are doing with established channels such as email (which according to Ispos is used by 85% of people online around the world). What we should be doing is creating conversations which span multiple channels, talking less and listening more.5. Use data to get to know customers better, be more relevant and engaging and move closer towards the 1-1 conversation
You’ve got to test and you’ve got to listen. You’ve got to ask your subscribers and your frontline staff what your customers are asking about and then answer those questions, using each channel based on its best strength.
This means testing and unless your email marketing service provider is in the dark ages, testing should have gotten more intuitive and easier to leverage in 2012 than ever before. Take a second look at what tools you have at hand for this and if it’s they are not as easy as screwing in a light bulb, ask your email marketing company why and what they plan to do to change it.5. Worry less about what a product does and more about what people do with it
I like the fact that this has resonated with marketers this year. I’m not claiming credit for it by any means, but I have heard more discussion and seen more examples of people sharing stories rather than spec sheets. Heck, even having consumer reviews online goes a long way in this regard. Sometimes I read a user review and they share something they do with a product which I never even thought of. That alone can actually increase the perceived value to a potential buyer.
Why not share the reviews you get across multiple channels? And don’t forget that the bad reviews can be powerful marketing opportunities if you react in a positive and constructive way to them.6. Do something different
I’d like to think I broke out of my shell a bit this year and tried to move outside my comfort zone. Each time I did, I learned something.
How about you? What did you try this past year or what do you plan to try this coming year that’s new and different?
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A marketing campaign is a set of interconnected email messages that are sent out to a specific audience with a specific purpose. These messages can be used to promote a particular product or service, or they can be used to make a purchase. It can help you build strong relationships with them and raise awareness about your brand.
An email campaign is composed of various marketing efforts that are designed to reach multiple recipients at the right time. It is a type of marketing strategy that aims to connect with potential customers and increase brand awareness. Emails can also help boost sales and establish a stronger brand image. There are a variety of goals that you can achieve with an email marketing campaign. Let’s understand more about email marketing, campaigns, and tips for creating them.What is Email Marketing?
One of the most effective ways businesses can reach their customers is through email marketing. It is a direct marketing technique that allows them to share information with their customers. It lets you keep in touch with your customers and allows you to keep them updated with the latest promotions and products. According to studies, it costs more to acquire a customer than it does to retain one.Importance of Email Marketing
Although email was first introduced in 1971, it has become more prevalent than ever. At 50 years old, it still remains one of the most widely used forms of digital communication. Many people may wonder if the email is still relevant in today’s digital marketing environment, given that social media is an integral part of any strategy.
Email marketing is more effective than social media marketing for small businesses, as it allows them to customize their campaigns and reach out to their ideal customers in a more personalized manner. It also costs less than other forms of digital marketing. In addition, it gives you direct access to your audience’s inboxes, which is very valuable for any company.Types of Email Marketing Campaigns
A comprehensive email marketing strategy is necessary, as there is no single email that you want to send out. Instead, you should use varying email techniques to reach your intended audience.Promotional Email
A marketing campaign can be used to promote various products and services, such as new releases and exclusive content. It can be composed of up to 10 emails sent over a period of time. A call-to-action, or CTA, is a feature in the email that describes the specific action that you want the recipient to take.
Your company’s marketing rhythm dictates how often you should send marketing emails. For instance, during certain periods, such as Black Friday, you might send multiple emails within a 24-hour period. On the other hand, slower periods might have a few weeks between your campaigns.Welcome Emails
A welcome email is a series of one-to-one emails that new subscriber receives after they sign up for your email list or purchase a product or service. It’s a great way to connect with new customers and help them get to the “next step.” The best welcome emails tend to be short and actionable, and they’re usually focused on taking subscribers to the “next step.”Informational Emails
A newsletter is a type of media that aims to share news about your business. It can be used to promote new capabilities or products, as well as provide insight into what’s happening in the market. It’s also a great way to maintain a consistent flow of content for your email subscribers.
An email is an ideal way to let customers know about a new product or service, as well as various other important messages. It’s also the go-to channel for communication whenever there’s a problem with your website or software. Having the ability to update your contacts in real-time is very important if you’re experiencing issues with your system or software.Cart abandonment Emails
A cart abandonment campaign is an email campaign that aims to get the attention of shoppers who left your store after placing an order but didn’t finish it. It can motivate them to return and complete the purchase by offering various incentives.Tips to Create an Email Marketing Campaign Know Your Audience
Today’s customers expect more from brands, and they value personalized communications. Unfortunately, generic emails do not cut it anymore. To effectively reach this audience, you need to understand their demographics.Choose a Relevant Email List
Sending the right messages to the right people is very important to ensure that they have the most impact. For instance, if a brand has an international presence, it should only target its audience in the region that’s most relevant to its products and services. Other ways to reach a highly relevant audience are through demographic factors such as age, gender, and geographical preference. When it comes to collecting email lists, be careful not to buy them, as it can get you blocked and marked by email service providers.Design Email
Your email is full of valuable information, but it should not look bad. One of the most important factors that you should consider when it comes to designing your email is the layout. Don’t try to cram too many graphics into your message, as this could overwhelm your recipients and send them to the spam folder. Using a simple and clean layout will make your key message easy to understand and will keep your message in focus.Do Personalization
When it comes to providing your subscribers with the best possible experience, email personalization is a process that allows you to tailor your message to each individual contact. This allows you to create a personalized and relevant email experience.Include CTA
A clear call-to-action is very important in order for your email recipients to take action after receiving your message.A/B Test Your Email
As an email marketer, it’s important that you constantly try new strategies and ideas to reach your goals. However, before you implement a new concept, make sure that it’s strong enough to replace your existing strategy. This can be done through split testing or A/B testing.
A/B testing is a process that allows you to send out emails with varying subject lines to different groups. After the campaign is over, you can then use your base metrics to determine which of the various options performed well.Track the Success Conclusion
Email marketing is a flexible and scalable tool that can be used to achieve various marketing goals. It can be used to achieve complex goals depending on your organization’s infrastructure and needs, as well as your company’s capabilities. As its technology and maturity continue to evolve, it can help brands grow their marketing impact.
Many of us have felt frustrated (and even enraged) as a result of getting too many emails from unwelcome sources. These emails might be spammy, useless, or uninteresting, or there could simply be too many in our mailbox. In any event, many business owners have questioned the efficiency of email marketing due to their displeasure with this type of digital marketing. Is email marketing no longer relevant due to a common dislike of unwanted messages? Most organizations, especially online firms, use email marketing to communicate with their customers about announcements, special offers, and other brand-related information. Other marketing tactics are more difficult to manage than email marketing campaigns.Is Email Marketing Still Effective?
“Yes,” is the quick answer, and “yes, but it depends,” is the lengthy response. The simple answer is “yes,” and the long answer is “yes, but it depends”Yes,” is the short answer, and “yes, but it depends,” is the long answer. If you’re wondering if email marketing is still relevant and has promise as a form of interacting with your audience, the short answer is “yes, but it depends.” Email marketing can be effective or useless for a variety of reasons.
Although many people assume that social media is displacing email marketing, there are still several data that show email marketing to be a successful way to reach out to new consumers and customers.Email Marketing’s Advantages
Email marketing is the quickest form of communication. Email marketing is one of the quickest kinds of communication since all you have to do is upload the material and hit the send button, and you’re done. In a matter of seconds, your message reaches your intended audience. It is regarded as very successful since it instantly sends out time-sensitive information to the receiver, such as a running promotion or a particularly personalized offer.
It’s simple to plan and organize − Email marketing campaigns provide brands flexibility over the kind of emails they send and when they deliver them.
You may send your emails over a period of time, such as twice a week, making it simpler for customers to remember your brand as you prepare for a product launch, a planned sale, or other time-sensitive events.
Encourages the use of content marketing − The practice of creating material around a brand’s products and services for audiences to read and enjoy is referred to as content marketing. It’s an excellent technique to engage with customers while also encouraging loyalty and keeping in touch. When a consumer subscribes to your email, the company may use it to convey their story, present new items, or alert them to future events by sharing material with them directly.
It aids the brand in gaining a better understanding of its target population and their expectations from potential customers. It may also aid in the refinement and restructuring of your brand identity for maximum impact.
Highly scalable and adaptable − You have flexibility in terms of the type of email you want to send to your potential customer base, as you can choose whether to send plain text or formatted text, whether you want to include a lot of graphics and photos, or if you want to include attachments with the email. You may also change the email list by creating separate groups since certain emails may be relevant to only a subset of your market, while others may have a larger market.
Permission-based marketing − Those who have voluntarily opted to receive email messages from you will be on your marketing list. Customers genuinely interested in your products and/or services are more inclined to interact with you.
Less invasive − Unlike phone marketing, recipients may read your message whenever it is convenient for them. Customers may also change their choices if they wish to get other messages from you or unsubscribe if they don’t want to receive your email communications anymore.
Environmentally friendly − Because no paper is used, email marketing is better for the environment than direct mail marketing.
Time-saving − Automation lets you send emails to consumers depending on an action they took on your website, for as sending a welcome email when a user registers up for your website or sending an email giving a discount incentive when a user abandons an online shopping basket. Once you’ve created a template, you may use it for a variety of email campaigns.
Real-time marketing − You may communicate with consumers in real-time via email marketing. You may target the appropriate audience, at the right time, in the right place, with the right offer, by using automatic triggers like website activity, recent purchase, or shopping cart abandonment.
Deliverability Delays − Deliverability of the message is crucial in the world of email marketing, and undelivered emails are sometimes inevitable. As time passes, some of the customers’ emails may change, become inactive, or have full inboxes. It’s also likely that they’ll add your address to a spam list, which will be blocked out by email software or service providers later. To minimize deliverability concerns, avoid spamming your clients and keep your mailing list updated on a regular basis.
Spamming on a regular basis − Spamming is a big concern with email marketing since businesses occasionally send unsolicited emails, and the receivers may not like the content, especially if your email list isn’t screened. You should also ensure that your emails are private and adhere to data protection regulations so that your emails are genuine for customers to read and believe. Also, try not to send too many emails at once since this may irritate the recipient.
Putting Together a Mailing List − Preparing a mailing list for a startup might be tough since you need to gain subscribers. However, as more people join up for your website, your mailing list grows. Make an effort to communicate with them on a regular basis to create and retain your email list. Encourage people to join up for prizes or promotional offers by including sign-up forms on your website or blog. It may take time to establish a focused email list, but as your list grows, you will see significant benefits.
Issues with file size − files must be small enough to download rapidly. Emails with a lot of graphics may take a long time to load, which will frustrate your viewers and make them lose interest.
Threat to Your Website − You may break the guidelines of not spamming your email marketing list and receivers by sending them a large number of emails all at once. Readers tend to block your mail in their inbox as a result of spamming, and they may also report your website by sending an alert to the web host or mailing service business. Your website may be temporarily stopped or permanently shut down if they rule against you.
Email Marketing and Automation Learning Path Improve your email communications and marketing automation using a strategic, data-driven approach and best practices How will this Learning Path help me and my business?
This structured e-learning activity will help you or your team learn how a strategic approach to email marketing communications and targeting can boost audience engagement and sales. You will also learn practical tips and view examples that will help you to optimize your emails to boost response.What is a Learning Path?
Smart Insight’s Learning Paths are our unique interactive online training courses which explain concepts, give examples and test understanding.
Unlike many online e-learning courses, each module is self-contained, so you can quickly access guidance to help improve your marketing activities.
Common modules are shared between Learning Paths to avoid duplication of learning material. You can also complete the full Learning Path to earn a CPDSO certification.
We appreciate finding time for skills development is a challenge. Our Learning Paths enable training to be bite-sized, engaging and – crucially – results orientated. When combined with our suite of templates, you’ll soon be taking your marketing activities to the next level.Accredited learning activities with the Continuing Professional Development Standards Office (CPDSO)
Each Smart Insights Learning Path has been independently assessed and accredited by the CPD Standards Office, so you can be confident that the quality of the learning and assessment experience has been audited and recognized for its quality.Development Objective
Members who successfully complete this Learning Path have the ability to review the current contribution of email marketing and automation to their organization and then create a plan to improve subscriber engagement and value with activities to manage and optimize email sequences as part of the customer journey.
Once you have completed a Learning Path, send an email to [email protected] to request your CPD certificate.Learning Objectives
Make a case for investment in email marketing and automation by reviewing opportunities and understanding marketing automation options.
Forecast email campaign response and programme improvement by defining goals and metrics as well as auditing current effectiveness against benchmark performance.
Review techniques to grow subscribers, increase subscriber engagement and improve email list quality.
Improve lead nurture, reactivation emails and integration of SMS marketing.
Review lifecycle automation options and the use of segmentation, targeting and creative optimization to improve the response of different email and newsletter formats.
Create and agree an email contact strategy and policy and improve pre-broadcast processes and checklists based on best times and frequency for broadcast.How is the Learning Path structured?
The Learning Path is separated into these topics and modules:Topic 1 – Discover email marketing and automation opportunities
Review opportunities for using email for acquisition and retention
Understand marketing automation opportunities
Audit email effectivenessTopic 2 – Setting targets for email marketing
Goal setting for email
Review techniques to grow and improve email subscription lists
Benchmarking email performanceTopic 3 – Improving your use of email and SMS marketing
Review your use of different email types
Essential email design elements
Improve email copywriting
Create an effective e-newsletter
Test and optimize subject line effectiveness
Define data capture and profiling
Review and improve mobile email effectiveness
Integrated SMS marketingTopic 4 – Segmentation and targeting for email
Segmentation and targeting
Understand the principles of machine learning and AITopic 5 – Email frequency and contact strategy
Review email lifecycle automation options
Create an email contact strategy
Lead scoring and gradingTopic 6 – Improve email governance
Privacy law requirements for digital communications
Select an email supplier
Auditing and improving email deliverabilityRoles who will find this Learning Path useful
Company owners and directors working for smaller businesses
Digital marketing managers, executives and specialists responsible for email marketing
Consultants or agency account managers
Is Cold Email Marketing Dead?
This is one of the popular questions which is surfing the internet.
The answer to this question is, “Cold email marketing is not dead”. Some cold email marketing strategies are dead. In fact, it is one of the oldest yet most powerful mediums for lead generation.
Cold email marketing is a supplement to inbound marketing. Many SaaS and B2B companies have adopted cold email marketing as a standard practice. It does not look like sales or naggy when is done with updated strategies.What Is Cold Email Outreach? Cold Email Marketing for Startups: Does It Work?
According to eMarketer study, email marketing is four-time more effective than any other digital marketing channel.
There is no better way to make new connections and customers for your startup. A cold email often does not have a good reputation in the market. It is because people are not utilizing with proper strategy. Cold email outreach benefits many startup companies due to its power of scalability.Pros And Cons Of Cold Email Marketing PROS Of Cold Emailing 1. Effective in terms of both cost and time
According to Hubspot, you get $42 for every $1 spent in cold email outreach, and it makes the ROI up to 4200%.
The most effective pros are that you can gain a high return on investment for the cold email campaigns since it cost you almost nothing to send those emails. You can also use the most underrated feature which is the attachment of documents.2. Easily analyze and tweak the campaign 3. Build your own email list
Today’s social media platforms may disappear tomorrow. In India, TikTok gained popularity, and then it was suddenly banned. Can you imagine how much effort businesses put into grabbing an audience on Facebook? All the effort goes to waste when Facebook changes just one guideline.4. Enhance brand awareness 5. The ability to automate and track
The next thing on the Pros of cold email marketing is Automate…Automate…Automate…!6. Reaching a larger audience 7. Allows you to reach the person who is hard to reach
It is hard to reach business people who are in a higher position. For example, we can not reach out to the CEO, Founder, etc easily and pitch our product. It is even hard to get an appointment from them. Cold email makes it easier to pitch them and make them aware of your product or service which can solve some pain points.CONS Of Cold Emailing 1. Do not yield immediate results or feedback
Since emails are not as dynamic as telephonic conversations or direct conversations, some emails can be responded to immediately, some emails can be responded to later like after a month or even after a year, and some will be ignored or moved to the spam folder. In order to prevent getting into spam, you should always give an opt-out option.
Another challenge is – you don’t know whether certain prospects will reply to your email later or they decided not to reply. You can nothing about it but an extra effort. You can send follow-up emails as an extra effort.2. Huge competition
The next cons in cold emailing are here. Your target prospect you are trying to reach gets hundreds of emails per day. There is a lot of competition in email marketing. So it is difficult to stand out and grab your prospect’s attention.3. Blocked by spam filters
There is a high chance of getting blocked by the google firewall. A 2023 study from Validity found that 6% of marketing and sales emails get blocked by spam filters globally.4. The first impression is hard
In terms of cold email marketing, you are trying to reach a complete stranger and convince that person to try your product or service. The message you have to convey should resonate with that person who is reading. They should get the curiosity to learn more about your product or service. If that doesn’t happen means the email is gonna travel to the digital garbage. Don’t just get satisfied with the good open rates. Open rate is one of the attributes. You have to get an impressive subject line to make the first impression better. And then you ought to keep the first message shorter.
Try to talk about their rather than solutions. If they are able to relate to the pain point which is quoted in the email, then there is a high chance of making them reply to your email.What makes cold emailing different from spamming?
COLD EMAILSPAM EMAILSent to target audience only Sent to anyone and everyoneHighly personalized emailGeneric email Has visible opt-out optionContains no out-out optionSent from a professional business email Sent from non-business domainThe content conveys the purpose clearlyContent is irrelevant and too salesy
Even if you follow the guidelines of the CAN-SPAM Act, GDRP sometimes your genuine email is considered spam, and either it is delivered is spam or it will get blocked.Top 5 Mistakes to avoid in cold email marketing 1. Follow best practices of email deliverability
Email deliverability is one of the important pillars in cold email marketing. There are many factors to improve cold email deliverability. One of the important steps to consider is to update the email authentication.
The SPF allows email senders to specify which IP addresses are allowed to send an email for a particular domain. The DKIM protocol, on the other hand, provides an encryption key and digital signature to verify that an email message has not been altered or forged.
The next important step is email warm-up. Since it is a non-permission-based email, some people will mark your emails as spam. This will affect your sender’s reputation and put your future emails in the spam folder. So it is important to do an email warm-up for better email deliverability.2. Talk about the prospect’s pain point and the challenges they face
If your email speaks a lot about your product or services, then you will never get a reply. Because these kinds of templates will never make any impact on the recipient to purchase or subscribe to your product or service. You have highlighted why they have to opt for your product or services.
Make sure you talk about their challenge in their language by using their industries’ technical words.3. Personalize the subject line
Personalize the email as much as you can. To stand out from the crowd you have given the reader a one-on-one feeling. Personalization also helps you to escape the spam filters. If you use the same content to 100 recipients then automatically the spam filters will kick away the emails and block your sender IP.4. Use verified email addresses
The status of the email is dynamic. Before sending an email, making sure that the email is valid or not is a mandatory process. This process will keep the bounces away and increases the sender’s reputation. If you verify an email, you will get the results as valid or invalid or unknown or catchall. You should eliminate the emails with results invalid and unknown from the email list. After that isolate the catchall domains and verify those using Emailchecker. You will get the results as catchall pass and catchall fail. Ignore the catchall fail from the list. Use the email addresses with the status valid and catchall valid for the cold email outreach.5. Avoid using spammy words in both the subject line and email body
The ISPs (Internet Service Providers) will monitor your email domain, email subject line, and email content using their algorithms. If you use any spammy keywords like “$$$”, “Free”, “Refund”, “Save big money”, etc.Wrapping Up
From this article, I hope you have learned a lot about cold email marketing’s pros and cons. Please read our blog top 10 cold email marketing strategies to know more before starting your cold email outreach.
If you are not yet ready to start the cold email campaign for your business, give a try our cold email marketing course. We are happy to help!
Including the 5 “must-know” lifecycle segments
I work in client services for one of the UK’s fastest growing email service providers. Although I deal with numerous different organisations and people at various levels on a daily basis, in most cases the range of email topics we discuss is broadly the same.Email FAQs
The re-occurrence of similar client issues and questions means I invariably end up saying the same kind of things to different people in response.
Here are some of the questions clients most frequently ask:
Is email marketing ‘on the way out’ and social media where we should now be investing?
How can we work more effectively with our email technology?
How can we optimise and save time while increasing our email activity?
How can we ensure we are giving our customers what they need at each lifecycle stage but we can still make money?
I guess it’s sometimes easy for me to forget the fact that, while email is my daily bread and butter, this isn’t necessarily the case for clients. Sometimes I lose sight of the fact the email principles and guidelines I take for granted, because they’re 100% clear to me, are not so easy to understand or grasp for marketers who regularly deal with a range of direct marketing channels.
So, here are some of the ‘pearls of wisdom’ I dish out on a daily basis. I hope there is something here of use to you.Answers to four of the most frequently asked ’email’ questions
Some the following points may help you gain buy-in on the importance of email as an effective marketing communication tool from a wider circle of people within your organisation.
1. Email still has significantly more accounts than social media
Email hasn’t been killed off by social media. And, it’s still maintaining its post-recessionary position as the most measurable marketing channel. To put this into perspective, let the numbers do the talking……….
There are currently 3.2 billion active email accounts globally, and this figure is still growing. In comparison, there are currently 750 million Facebook accounts and 300 million accounts on Twitter.
The average person receives approximately 64.8 emails a day, compared to 0.08 on Facebook and 0.47 tweets. So, it’s fair to say that, while social media certainly has revolutionised modern day communication, it certainly isn’t the huge threat to email that some are making out. And, for an online business, social media is far from being a lucrative sales channel.
Email has been described as the ‘workhorse’ of marketing and that’s exactly what it is.
Email is inexpensive and, if it’s done right, email works hard to deliver maximum results with minimal effort. The days of ‘spray and pray’ are long gone, however.
It’s now time to get to grips with your database and use eCRM effectively to make your email marketing programmes work for your organisation and deliver the best results.
2. Get the most from your technology
Whether you’re using an internal email system or one of the multitude of professional email marketing platforms available, it’s important to ensure you’re making the most of the tools at your disposal.
Are you using CMS templates to save time coding and ensure brand consistency?
Are you testing your creative and subject lines to ensure optimum response rates?
Have you set up automated triggers based on your customers’ lifecycles and recipients’ behaviour?
3. Know your customers
Understanding your recipients and their lifecycle stages will help you segment and target them more effectively.
You will be sending a lot less email in a highly targeted way and achieving better results – the old mantra; ‘right person, right message, right time’.
The most common customer lifecycle stages correspond to the following segments:
Common lifecyle group A: Prospects
Signing up for newsletter indicates real interest, so a simple ‘you are now registered’ is abusing this interest. Use this moment to engage the new subscriber with the first email of a clearly thought-out welcome programme.
A good welcome message can expect up to 7x higher response rate than a regular newsletter.
Use initial communications to find out more about your subscribers – their wants, needs, expectations. Now is the best time to collect data to use in segmentation and targeting later in the customer lifecycle.
Common lifecyle group B: 1st time buyers
Ask recipients and customers for feedback. Did everything go smoothly in the purchase process? Is there any further information they need from you at this point?
Ask recipients and customers for feedback. Did everything go smoothly in the purchase process? Is there any further information they need from you at this point?
Use the data you have to decide how to proceed and target them going forward. Depending on the type of business you operate, you might prioritise the collection of:
Common lifecyle group C: Established customers
Now you have some established customers you can use their previous purchase behaviour to refine your email targeting. For example, dynamic email content can reflect each customer’s previously purchased product ranges, or upsell/cross-sell add-ons or accessories. Make the offering as relevant as possible using the wealth of information you now hold.
Set up automated trigger campaigns based on key customer dates you’re aware of; for example:
Post-purchase – upsell/cross-sells
User generated content – request for a product/service review?
Cart abandonment programmes
Recently browsed items – dynamic content into a promotional product email
‘Time to repurchase’ campaigns
Common lifecyle group D: Premium customers
These are the customers you need to keep loyal. There are various types of loyalty programme you can implement, from a traditional ‘collecting points to buy products’ type to alternative approaches, such as:
Reward loyal customers with exclusive deals or products
VIP areas on the website
Advanced previews of new product launches
Common lifecyle group E: Lapsed customers
Depending on your organisation and the average sell cycles and buying patterns of your audience, you can implement a variety of reactivation -type campaigns. Once again, each campaign is based on ‘last purchase date’ triggers:
Incentive to re-purchase – discount or gift with purchase
‘We miss you’ messaging
Link to update preferences for email communications
‘Last chance’ offers
Reduce email communication frequency during the lapsed period to maintain some response rate, even if it falls short of full conversion
Survey to ascertain why they’ve lapsed
Finding the right programmes and techniques for your specific organisation is the key to email marketing success.
4. Reap the rewards
Many email campaigns are triggered by and use dynamic content, meaning you can save time and resources by only setting them up once – all you have to do then is launch the campaign and track the results.
Understanding and using your customer data not only improves the relevance of your campaigns; it also results in continuous improvement in your data hygiene.
Implementing highly targeted programmes and increasing their relevance to recipients greatly improves your deliverability rates. Improved list hygiene decreases hard bounce rates and targeted relevant content goes a long way to ensuring you hit the inbox every time, despite ever-changing ISP relevancy rules.
Ultimately, the more targeted and relevant the campaigns to your customer base, the higher your ROI. It’s a no brainer – so ‘get relevant’!
Image credits: Silicon Cloud, Reliable Networks
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