Perspectives on Effective Email Marketing

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As the era of cookie-based targeting draws to a close, there is a commercial imperative for businesses to try and control more of their own marketing destiny. A key ingredient in that is the growth and development of first party data assets. These assets bring brands closer to their audiences and provide a greater degree of certainty. Logged in users are happy to share their behaviors with brands. They allow brands to engage with them and this interaction provides a blueprint to help find similar audiences. The relationship is at its best when it’s reciprocal. The more data users share, the more insights brands derive, the better the customer service and user experience should become.  

Email programmes very often lie at the heart of the relationship between users and brands. They act as a source of first party data and facilitate greater understanding of customer behaviour and preferences. 

In the article below, we provide some perspectives on how to run effective email marketing programmes.

1. Invest

Unleash the power of email by investing in sophisticated marketing software. Platforms such as Klaviyo and Constant Contact allow you to own more of your marketing. You can centralise your data and put it to work, segment your audiences, test and run a combination of scheduled and automated email activity. In short, they are great tools to help you get serious about email marketing. 

2. Clean Out Your Email List

Get a fresh start with your email marketing activity by cleaning out your email lists. Clean your lists about every 6 months to ensure your audiences remain engaged. We advise clients to look to employ a reactivation strategy where people have not opened an email in three months or bought in the last 6 months. Engagement or not with a final generous incentive should tell its own story.

3. Create Your Email Marketing Plan

An effective plan will work on a number of levels. You need to build your email list. We recommend offering a discount to all site visitors on condition they provide their email address. There will be scheduled activity to promote things like sale events, product launches and key milestones across the year. There will also be triggered email activity based on user behaviour. This covers behaviours like purchase events, cart abandonment and many more. The goal really is to segment audiences and act on behavioural signals.  

4. Generate Impact

Use responsive design to cater for all devices. Write a compelling copy. Use a singular CTA. Convey benefit and urgency above the fold. Use video where possible. Be brand aligned throughout in terms of imagery and tone. Flow in customer testimonials where relevant. Use email footers to reinforce brand credibility and authority.

5. A/B Testing for Email Strategy

The best way to figure out what is working and what’s not is to perform tests. You can run a variety of tests on audiences, design and copy. Being able to track what is working best will lead to improvements.  

6. Segment your audiences

The co-mingling of website data and email engagement behaviour will help you segment your email list into discrete audiences. This will help to deliver more relevant and converting emails. This data can also be used to sharpen your ad targeting across some of the major customer acquisition channels. 

7. Save Time, Create Flows 

Flows are emails that are sent automatically when certain actions are triggered. Such as when someone enters their email on your website for 20% off… you can send them a series of welcome emails that allows you to showcase your brand to the consumer. 

8. Metrics, Metrics, Metrics 

Use metrics to track the success of your email campaigns over time. You should be looking at delivery, open, click and conversion rates. At the same time on the email hygiene side, you should also be paying attention to unsubscribe and spam complaint rates.  

9. Resource 

Email will prove itself to be your most profitable sales channel over time. The best etailers rely on email for up to 15% of their online sales. The profitability of email derives from the fact that there is no advertising outlay required. Also, because there is a constant flow of data, email sees the highest conversion, re-purchase and average order value scores of all the online marketing channels. To capitalise on this,  you need expertise in setting up and managing a high performance email programme.

Lee Thompson, Strategy Director, Sing: +353 (0)876842781

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