Email marketing is considered one of the most effective marketing channels with 36% of companies producing £51 or more for each £1 spent (National Client Email Report, 2015). Not having the knowledge, time and tools can get in the way of making solid progress. So here are a few pointers on how you can take your email marketing to the next level?
1. It’s all about personalisation
If you don’t have at least one initiative towards personalisation in 2016 you won’t see huge strides in performance. Personalisation isn’t simply merging a name into an email but making the content tailored, and relevant to the individual.
A simple starting point is usually to test a few targeted versions of an email – maybe based upon past purchase history. From this, you will get a flavour of the increase in performance of something basic and give you the motivation to plough on putting a comprehensive personalisation strategy together. However, make sure it’s not simply a handful of segments you will have slightly more chance of being relevant with, otherwise, you will soon exhaust any improvements.