When people talk about email marketing strategy, it usually revolves around how to improve open rates and click-through rates.
As technology lets us see more of what customers are doing however, email marketing strategies can be a lot more advanced. By being more personalized, more specific and looking at more metrics we can send emails that are more engaging and more profitable.
1) Look at “total browsed” and “total carted” metrics, as well as open and click-through rates
Most of your email marketing strategy at the moment is probably about increasing open rates and click-through rates.
But you can go further. If you can look at the ‘post-click’ metrics you can see how customers behaved in your online shop.
In total did customers look at a lot of products? Did they only look at low-value items? Did they put lots of items in their cart? This can help you see how much potential revenue your campaign could have generated.
So if your customers aren’t looking at items that are worth very much, you can shift your marketing resources to more valuable campaigns.
2) Send triggered cart abandonment emails – they’re 146x more effective than average bulk emails
Our own statistics at Triggered Messaging from October 2013 show that the average cart abandonment email generated $18.99 in revenue.
Compared to the average bulk email which only generated $0.13 (according to a study from CheetahMail), cart abandonment emails are incredibly profitable. In fact they’re 146 times more effective than bulk email.
Cart abandonment emails are the most valuable emails you’re likely to send. See the example below from alexandalexa.
3) Send triggered browser abandonment messages – they’re 25x more effective than average bulk emails
Going one step further with cart abandonment, you can target customers who abandon their browsers. These are customers who look at items but don’t proceed any further.
Our October 2013 statistics show that the average browser abandonment email generated $3.32 in revenue. That’s 25 times more effective than the average bulk email.
4) Segment people who haven’t bought yet, to turn them into new customers
What if you could identify a subscriber who hasn’t bought from you, and is browsing your site? You could send them a special discount code in an email if they leave. This personalized communication can help motivate them into buying.
Once they become a customer – they’ll have a certain lifetime value for your company. That’s revenue that you would have struggled to get otherwise.
5) Segment customers in real-time to send them hyper-relevant messages
Imagine you sell vacations and somebody is browsing a safari package in South Africa on your site. What if you could create a specific campaign that tells them about African safaris in South Africa?
The future of email marketing strategy is making your communications more personal. If your campaigns are hyper-relevant, the more engagement and revenue they will generate.
6) New device recognition
Is your customer looking at your website from a new device, like a new tablet or mobile? If you can acknowledge this with particular emails, you show that you understand what your customers are doing. That added personalization, adds another bit of connection.
You can link to your company’s app if you have one, and earn more revenue from those channels. If you have a separate mobile site, you can tell them about it and encourage them to shop there.
7) Adapting traditional bulk emails to make them more personal
You have your old, regular bulk email newsletter. What if you could adapt the content so that it’s speaks to everyone on an individual level?
If somebody is a new subscriber that hasn’t purchased before from you… you could include a discount code. They’ve recently been looking at your website from a tablet… so you include links to your company’s app. And they’ve been looking at safaris in South Africa… so you include links to safari blog articles.
All in all you have a triple-whammy of personal content that shows a customer that you understand them and you’re speaking directly to them. That personal communication online is rare nowadays and build a valuable relationship.
All these ideas boil down to one thing: understanding your customer, and communicating with them on a 1-on-1 level.
The future of email marketing is about being like a real-life shopkeeper. It’s about observing, making recommendations… and being more personal. If you can do that, your email marketing strategies will become significantly more profitable.