Today, customers want highly personalized, experience real-time contextually relevant, or they are happy to pass and go to your competitor – which is only one tap away – instead. You have little time to catch their attention.
“batch and blast” – the email-marketing approach used for so many years – has diminishing returns. You can send an email blast to make your end of month revenue goals, but you will lose a lot of customers (via the unsubscribe button) in the process. To acquire and maintain new customers, email marketing must recognize the full customer experience and become a strategic part of the marketing mix.
So, is there a better way? How do we start changing our ways to ensure email is still the cash cow, he earned the right to be called, but without driving customers through unsubscribes? After some ideas.
Welcome The right is important.
When a new customer signs up to receive your emails, they express an interest in your brand. Use a series Welcome to capitalize on their plot and keep them warm. It is essential, however, that you will always remember – you only get one chance to make a good first impression. You can start on the right track with customers by:
- Setting your voice tag: Use of words, language and phrases that resonate with your customers and embody your Mark. For example, if you are a brand family, welcome customers to the family.
- Setting expectations: What type of content will they receive and how often
- Stressing Other options :. Direct customers to your other channels, brands, service and customer
- Provide Special Offers :. Giving reasons to stay subscribed and committed customer
- direct them to a preference center: Collect, precious explicit data and enable customers to control the types of content that they receive and how often
the companies that carefully orchestrate the reception phase saw revenues increased life cycle. In fact, our research shows that segmented and targeted emails generate 58 percent of all electronic receipts.
Email personalization went well beyond insert a name in the “hello”, some customers see as superficial and mostly meaningless. Today, customers – many of which use three to five devices in their daily lives – require customization. They expect you to know who they are and what they want.
To create a really significant customization that will engage your customers, you must first complete trace routes from your customers with your brand at every point of contact for each channel. Only when you understand the whole customer journey you will be able to create amazing personal experiences.
One way you can go beyond personalization “insert name” is a message to your client on a deeper level. According to a Harvard Business Review study, 64 percent of consumers who feel they have a relationship with a brand that it is because of shared values. lever messages, offers, events and more that speak to the interests, lifestyles and values of your customers to help convert.
dates, events, and holidays are other good ways to advance the personalization in your email programs. Start with the data you already have; for example, leverage member data fidelity – such as birthdays and anniversaries on the first time they have subscribed to your emails – and offer something exclusive to these dates
appropriate design reminder emails
reminder emails for commercial abandoned carts or web pages, unfinished videos, or unused applications can be very powerful, driving 40-50 for percent open rates and 20 to 25 percent conversion rate. If you do not remember users about abandoned cart or drop form, you are leaving money on the table. You must:
- Understanding Cart Abandonment: On average, 10 percent of users abandon carts because they lack payment information; 33 percent are shopping for the best price; and 50 percent are concerned about the shipping costs.
- Customize Reminders :. personalized reminders bring an increase of 29 percent in the opening rate and an increase of 41 percent in click rates
- Initially Try a Soft Sell: ” did you find what you seek, “or” Hey, have you forgotten? all was well? “
- Offer Discounts :. While not always necessary on the first reminder, you can consider giving a small discount to finish the process on a second or third reminder
reminders work on all vertical markets – not only with retail cart abandonment. For example, at Adobe, we often remind people to complete downloads of various reports and whitepapers. If you are in the travel industry, encourage travelers booking hotel rooms or their dream getaways deal with alerts to complete.
Context and timing are everything
A maturation key to your email marketing program is to start thinking about how you can change the status quo of your program. Yes, email is tried and true, and many of the tactics that you currently use probably work. You can jump several emails at the end of a month to try to achieve revenue goals, but at what price? You can lose as many customers through unsubscribes or spam folder. Make sure that the content you submit is relevant and timely. Always send emails with the context in mind: is this the right message at the right time, sent to the right device, and relevant when it is open? If you offer a customer a discount for an abandoned truck, this offer should be good when the email is opened – not timed to expire on your calendar. In addition, your offer should be geographically relevant depending on where the message was opened, not necessarily the address of one client.
Do not worry if you can not do all these things at once. The point is to start with what you can, learn as much as possible about your customers travel with your brand, and embrace the new world of customization and experience rule.
You can learn more about this topic in Summit 2016 S102 and S103 sessions.