Email marketing has always been Permission based, but is silently replaced with its brother; Tease Marketing, continuously building on a brand relationship based on mutual interest. The challenge becomes presenting an – already in itself – appealing and attractive message. But how to benchmark your email marketing efforts to fit that new train of thought?
It’s true that your customers do want to hear from you. The fact you have a regular email marketing campaign is one of the magic elements boosting your ROI. But there’s such a thing as overkill. Once you come off a great campaign it’s tempting to run the same campaign again in an attempt to get the same results. The chances are you’re going to get diminishing returns.
Retention/Loyalty and Growth: At this stage, the customer purchased a product, used it, and keeps coming back. As the customer gets to know the product, your email marketing campaigns should focus on ways to maximize the value of the product, find new ways to use it, and potentially add on other related products or services. Customer loyalty is a key part of company success, but growth goes hand-in-hand; your email marketing should support a strong cross-selling and upselling strategy. When you identify complementary products for customers, you continue to provide increased value. These full-funnel campaign emails can have a slightly stronger sales lead than in first-time engagement, but keep it gentle if you’re trying to sell a product that’s new to the customer. Also, keep in mind that customer loyalty isn’t as strong in B2B as it is in B2C, so continue to remind customers of how your products or services save them time, money, and resources.
The takeaway here is that if you are to use personalization as an email strategy, do so in a meaningful way. It takes little knowledge or relationship to place someone’s name in your greeting. It shows far greater care to send personalized email that is specific to a recipient’s needs and history. Again, an example from my inbox, this email from Rdio dispenses with the formalities and simply provides an update on music I actually listen to.
Customers demonstrate the potential to become more valuable customers. These are profitable when assessed in terms of lifetime value, but the number of product holdings or current value is relatively low compared with the group above. Recommendations about relevant products based on their purchasing and browser behaviour can be an effective approach with this segment.
DISCLAIMER: We CANNOT determine or predict the results you will receive with your solo ad. It is your responsibility to have a high converting offer and sales funnel. We can guarantee that you’ll get at least the number of UNIQUE clicks that you paid for, delivered to the URL you’ve provided. There are NO REFUNDS after traffic has started and/or been delivered to you.
The success of daily deal email illustrates this. Customers gain value from a ‘daily deal' email and will come to anticipate the email in their inbox every morning. Tagging links in ‘daily deal’ emails will tell you a lot about the journeys within a given customer profile, as well as about preferences and behaviours. The ultimate sell is not important – what you are doing with ‘daily deal' (or ‘weekly tips') email content is building a relationship with your customers and learning more about how journeys within your brand work. All this information is important and can be put to use on later campaigns.
This campaign was very positively received by its subscribers, so much so that within minutes it was being shared on social media, with an estimated reach of 685,000 people and more than 1.1million impressions. Because Easyjet’s objective was to drive a positive response, they included social media listening within their analysis and discovered that 78% of posts were positive and some even added the word “love”.
The default one-click welcome automation is one email that sends immediately after signup, and includes pre-filled content. In the automation builder you can change the delay, and edit the design and content. This automation welcomes new subscribers to your audience, so the trigger and audience are fixed and uneditable. You can pause the automated welcome email at any time. If you need more sending options, check out our advanced workflow.
When your website users land on a page that solicits their personal information, tradition might tell you to include a pre-checked box that opts the user into an email campaign so they can receive updates and special offers related to your business. Today, having this box pre-checked is in violation of GDPR. So, to comply with GDPR, make sure your European users and customers are given the clear option to opt into your email newsletter themselves -- don't make the decision for them.
I appreciate you sharing this great article! If you’re still sending mass emails without updating your email marketing strategies, you'd noticed that results are disappointing, despite your efforts in updating your mailing lists and creating emails. If you aren’t getting clicks, most likely you’ve been wasting your time. However, these tips are game changers, I bet these would help a lot. A must read!