Ever wondered if you’re really doing the right things with your email marketing strategy? Have you believed that if you could tweak it oh-so-slightly it would it take off beyond your wildest dreams, and impress your bosses beyond what you could have imagined?
Read on to find out how businesses who’ve walked a day in your shoes gave their email marketing a big boost, and learn from their examples.
Your template matters
Digital Marketing Director at ZAGG Jessica Andreasen was disappointed with the decline in email revenue. She decided to adjust the email template she was using and send subscribers an updated, revamped message. Her strategy consisted of three parts:
- Remove everything on the template except for the call-to-action. The idea here was to reduce distraction and focus customers’ attention on the one thing she needed them to do.
- Use a letter format, instead of an ad format. She wanted the message to come across as a personalized letter to a friend, not a stale, dry, yet-another ad from a business wanting consumers’ money.
- Make the design to enhance the message, not distract from it.
As a result of these changes, the brand was able to increase revenue per email by 152 percent.
Personalize your message
Doggyloot, a flash sale site for dog owners, capitalized on a creative way to personalize emails. Instead of limiting personalization to the name of the recipient, the marketers dug deeper into data about the dogs. Personalization tactics consisted of customizing message based on the size of the dog and type of dog. The company also sent out personalized birthday messages, which got a 750 percent higher clickthrough rate than the company’s standard message and added 16 percent to their total daily revenue.
A pet care company interested in providing useful content for shoppers, PETCO included shopper-generated product reviews in its email campaigns, and drove clickthroughs 200 percent higher, compared to emails that didn’t feature reviews. Even more interesting, the marketers found that when people who did click through to the website, they purchased products that weren’t even advertised in the emails.
A how-to guide
If you’re ready to take your email marketing campaigns to the next level and see phenomenal results like these companies, follow these recommendations:
- Collect as much data you can about your customers.
- Understand the needs of new subscribers.
- Send triggered emails, such as birthday messages, automatic refill emails, behavior-triggered messages, etc.
- Send optimized emails based on available data like peak deliverability, mobile usage, and so forth.
- Segment based on behaviors over time.
- Segment inactive users as a group.
- Create transactional content. Send follow up messages before product delivery, after delivery, and a month after delivery to engage customers.
There’s no reason to be satisfied with ho-hum email marketing results. Take your campaigns to new heights with the steps other businesses have used to drive their email marketing.