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.
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.
Creating the sense of urgency in your newsletter is supposed to be one of the killer tactics for boosting engagement rates and turning your prospects into customers. Information about a limited offer is bound to push to action those readers who normally have the tendency to hesitate and delay purchases.
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.
Nothing is forever, especially not your lists. They’re unstable collections of entries which become updated and outdated all the time. As time goes by you can loose even 30% of them* due to normal attrition. This can significantly impact your delivery and reputation. However, you don’t have to sit and watch as your stats slowly go down. There are many standard procedures that can be applied on a daily basis to minimize the effects of list fatigue and help maintain its high quality.
Is the re-engagement season officially started? I just got two requests. Quite extraordinary, as they’re the first two I got this year and both within a week’s time.
It’s the era of information and with it comes the growing awareness of the marketing strategies that are attacking us from every corner. The customers are getting better at spotting sham, and with it their selectivity grows. This means that you need to double your efforts for the message to get through, and find new approach measured by metrics other than CTR or ROI. Purely transactional attitude is not a long-term strategy anymore.
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.
Although many email marketers still struggle to make it work, the integration of your email campaigns with social media is a must. Everybody goes social on the net, so Facebook, Twitter, LinkedIn, Youtube and their like have become the most influential media. Today your audiences must be built via many channels to keep you on top and ahead of the competition. Working adults, who with the highest disposable income are the highest purchase intent group, check their emails with a far greater regularity than use their social media accounts. However, email campaigns, even the highly personalized ones, only reach relevance in context of a relatively small group susceptible to your call-to-action. That’s the end of the story. Within a few days your email goes to the bottom of the list, and then becomes expired. However, if you try to integrate it with any online social community, its lifecycle is much longer, as a supplementary stage is introduced. A small number of genuinely interested email recipients pass on the message to a larger group of similar enthusiasts, some of them share it further and this way you get free supplementary brand promotion, more buzz, increased brand exposure and brand awareness and your message wins second life.
Proper sign-up procedures should be an ABC of every email marketer. Whom, when, where and how to invite to subscribe is an essential first stage of your list creation and subscriber management. Since I am a bit of a newsletter collector I took it personally and signed up for more bulk emails. Going through a number of subscription forms has given me some insight into what should be avoided and included to make them more effective.
