Here are two email stats which reinforce the role of high value email as part of
your mix; people who buy products via email spend 138%
more than those who didn't receive email offers, and 44%
of email recipients made at least one purchase last year based on a
Based on this good news, here are 3
strategies for improving the performance of your email;
1. Use Consumer
Behaviors to Personalize Email
of online shoppers find it helpful to be alerted when frequently purchased items
go on sale.
are willing to receive more emails if they feature weekly sales, top sellers and
of online consumers who signed up to receive promotional emails want emails to
contain products relevant to their purchasing history.
are willing to share personal preference data in order to receive emails more
relevant to them.
personalized communications motivate customers to provide increasingly deeper
levels of information and increases their willingness to engage in interactions.
a consumer feels as though a company is making no effort to understand them, or
is only using their information to sell them something, they perceive their
marketing as being "value-less" and not worthy of their time.
2. Increase Open
Rates with Compelling Subject Lines
A recent analysis
of five million emails by the email management service Baydin found
that a typical email user gets 147 messages a day and deletes 71 of them (48%).
So, finding ways to grab attention is essential.
Marketing company Influitive used creative
email subject line to develop an emotional tie to a new product launch for a
B-to-B campaign that took big risks and netted big rewards. The
company decided to take the risk of an attention grabbing subject line because
it fit in with the analogy they were making about building relationships.
According to Jim Williams, Vice President of Marketing, "If you can relate some
arcane B2B pitch to some personal thing,…then I think you've done a good job as
a marketer." The quirky campaign, used the subject line "So I'll pick you up at
7?" And, had a headline stating, "Don't make referrals awkward." It then
discussed Influitive's recently launched referral automation solution
The company received 10 times the number
of normal replies. Results of this email campaign include: 25% open rate
(Influitive's highest) and 2.3% click through rate.
3. Use Email To
Engage With Relevancy
According to the DMA's
National Client Email Survey 2014, a 760 percent increase in email
revenue came from segmented emails. The trend is now for marketers to
move away from generic messaging and meet consumer demands for relevancy by
engaging in more targeted and personalized communications.
for Enhancing Email Value
highly targeted, engaging and relevant messaging that presents
recipients with a reason to open and act.
time sensitive offers. They create urgency to act.
your email with other media touch points and events.
email messaging around consumer history, preferences, and purchases.
When recipients get emails that truly "speak to them" engagement soars.
Consumers — both BtoC and BtoB — are email
weary and wary. To drive engagement, emails must contain value and relevance.
Use purchase, behavior and interaction data to craft email messaging that is
About the Author:
Ernan Roman Direct Marketing's Customer Experience strategies achieve consistent double-digit increases in response and revenue for their clients, which include IBM, MassMutual, QVC, Microsoft, and Symantec Corp.
As a leader in providing Voice of Customer research-based guidance, ERDM has conducted over 10,000 hours of interviews with their clients' customers and prospects, to gain an in-depth understanding of their expectations for high-value relationships.
The results achieved by ERDM's VoC-based strategies earned Ernan Roman induction into the Marketing Hall of Fame.
Visit his blog at: http://ernanroman.blogspot.com/
Labels: Baydin, customer behavior, DMA, Email Marketing, Ernan Roman, human data, Influitive, Listrack, online shoppers, personalize email, promotional email