There is more to an email campaign than simply blasting your database with a generic email showcasing your latest news and promotions. Everyday I see numerous emails which fail to consider some of the most crucial elements of email marketing. So what are these crucial factors which are often neglected, and why are they so important? Well here are 5 elements which are essential for you to consider if you are not already doing so.
Segmentation is a powerful tool, enabling you to provide your customers with the right message, at the right time, to help increase engagement levels. It may therefore come as a surprise that many marketers are still neglecting this crucial element – with only 51% of companies using segmentation in their email campaigns (Econsultancy Email Marketing Industry Census, 2015).
Relevant content is more than just a demand these days, it’s an expectation. We are all so used to getting great results from simply chucking that single email out to our list that we neglect looking at how we can craft our emails for different audiences. Often, this is partly due to a time factor, with the vast number of priorities that often creep ahead of email. However lets consider the results of segmented emails versus batch and blast – research suggests that personalised emails improve click-through rates by 14%, and conversion rates by 10% (Aberdeen Group, 2012), so surely it’s about time we started focussing on these more.