No matter how great or well-designed your offer and checkout process is, you‘ll always have customers who will leave items in their basket and won’t complete their order. Fortunately, if you use automated triggered email campaign wisely, then you can win back these customers and turn abandoned baskets into high revenue.
Consumers these days expect messages with content that will be valuable and relevant for them. The more value you bring, the more successful your campaign will be. It’s a common standard to send personalized, one-to-one messages. But, as your database grows, you will find yourself creating more and more segments. So, let’s say you end up with 140 list segments. All very important, all profitable. Of course it would be too time consuming to create 140 different creatives for each one! In order to solve this, you can use automated personalization like Dynamic Content, which will allow you to bring highly relevant content using different variables in a SINGLE creative.
We want to know all about industry’s practices and how to translate them into a successful mailing campaign. However, we often forget that sometimes trying too much is simply too much – especially for a customer. It not only makes the open and click rates slump, but can also significantly damage the brand reputation.
Most of us know the email marketing ABC and yet, from time to time in my inbox I bump into things which get me really stunned.
So, today, on the menu: the review of ideas I will never buy – my personal selection.
The era of batch-and-blast campaigns is over. Today’s most powerful tool seems to be relevance, which underscores the need for careful database segmentation. However, being a complex and delicate undertaking, for many it is still only a theory. In practice it poses too many doubts and problems especially for the inexperienced ones: bad choices for segments may result in no improvement, or even be worse than no segmentation at all. That’s why we all depreciate it. MarketingSherpa’s recent case study is one of a few which not only present its benefits but also some practical ideas on how to successfully implement it.
Deliverability has become the major concern of all the email marketers. It’s clear and simple – no matter how innovative your email content, if it doesn’t find its way to the subscriber’s inbox – it’s good for nothing. Due to constant innovations being implemented by the major ISPs to control the mail stream, it’s becoming more important than ever. There are many reasons for problems with deliverability but they all can be classified in the following categories: email authentication, sender’s reputation and recipient engagement.
“Relevance is the king” Marketing Sherpa announced in January. Considering the growing numbers of commercial emails we’re receiving and the email users’ growing awareness of marketing practices relevance becomes a major factor to consider: relevant subject line generates higher opens, relevant content increases website traffic, and in turn conversion rates, sales and ROI indexes.
In the world of “open or delete” relevance is email personalization. Those who still think it’s addressing your subscribers with their first names – it’s time to move to the next level. Targeted emails, dynamic content, personalization tags, individualized links – the latest technologies allow you to do that and so much more.
At the beginning of everything, the essential question every email marketer struggles with is: What makes an email open?
And before it is a relevant content, classy creative, killer incentive, or slick call-to-action – it’s the subject line!! Be it newsletter, autoresponder, or trigger mail – they all need unique carefully planned subject lines. All is decided in a nick of time – a glimpse of an eye. Even though it’s only a few words, they can mean a no-go. So here are a few simple rules to generate opens only – extracted and tested by experts.
When it comes to creating buzz, no one does it better than Apple and Steve Jobs. They are famous for simple, but highly inventive marketing ideas that keep people craving their products and rushing to the stores on launch day.
It was business as usual with the recent release of iPhone 4…well, almost sort of. Antenna issues aside, this time there was a unique ingredient added to the email marketing mix. Quite a few lucky customers who contacted Apple about the new iPhone received a “personal” response from the celebrated CEO, Steve Jobs himself!
Email marketing is like dating. First you have to get to know your ‘subscriber‘. Then, find a common connection, establish trust and show them you care. Finally, move on to building a strong relationship. Easy, right? (at least in the email marketing universe!)
Email marketers know that relationships and trust play a tremendous role in sales. It is the relationship between the customer and the brand that nurtures trust in the product or service. So if it doesn’t click, they won’t buy any of it.
The real power behind email marketing lies in making use of the right customer information at the right time. Everyone knows there are multiple ways to personalize your messages, like using first names or targeting your messages to specific segments. But let’s explore the frontiers of target marketing from a perspective that’s under-rated and over-looked. But not by us!
There are effective ways to remind clients about the value of your brand, even if it appears they’ve forgotten about you. The only thing you need is the data about the last action performed by each of your recipients and a targeted message. The trick is to pick up the thread where they left off…
Ladies and gentlemen, behold the power of reminders!
