Top Tips For Transforming Campaign Performance
1. Dynamic Content Personalisation
Personalisation is now becoming an expectation these days, with the modern day subscriber expecting to receive email content which is tailored to their interests, behaviour and demographics. By using Dynamic content, you can target customers through one single email, displaying varying content to each subscriber depending upon the data you hold against them.
2. Advanced Segmentation
In order to compete with a busy inbox, you need to segment your email list to ensure recipients are receiving content which matches their email preferences and behaviour. Your ESP should allow any of your data to be queried in any number of ways – whether that be information around the last order, customer demographics, preferences, browsing activity or their email click history. These rules can, therefore, all be saved for users to then simply select the desired rule from a tick list, allowing even those non-technical users to build precise target audiences in seconds.
The most effective email marketing strategies involve automation. Time can be saved integrating data sets, creating content and triggering campaigns, and plenty of personalisation opportunities open up to you, allowing you to offer a more relevant customer experience.
Most importantly, automation enables you to provide the right message, to the right person, at the right time. Moving past the basic old school batch and blast method, targeted triggers for welcome emails, renewals, reminders and win-backs are just a few examples of the role email can play throughout the customer lifecycle.
Basic email marketing reporting techniques such as open and click rates are no longer enough to provide you with real insights into how your email program is working. One way you can really learn where your response is coming from is by drilling down into each different segment. Using this information you can identify any underperforming segments, and calculate the opportunity size for investing in targeting these differently to bring up the results to the same level.
5. Integrate With Social Media
Together social media and email can become a powerful tool. Simple steps such as including social share buttons for recipients to share your email on social media and as well as sharing your email on your own social channels at the point of send. If you have a strong social media following, the inclusion of a subscriber bar at the top of your email gives those who came across the shared version of your email an opportunity to easily sign up to your communications there and then.