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.
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.
“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.
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!
