Your clients rely on you to implement the strongest email marketing campaigns that are relevant to their audiences and to their marketing goals. While each client varies, we found through our research that marketers care most about increasing engagement rates, increasing customer acquisition, improving customer retention and improving email personalization.
We want to take these goals a step further and explore which advanced email marketing strategies can be used in order to achieve them. In this guide, we’ll discuss how you can collect high-quality contact data for your clients, create segmented and targeted email lists, personalize email campaigns, create engaging content and email design, and use marketing automation tools to streamline the process.
1. Collecting high-quality contact data for your clients
The foundation of all successful email marketing strategies is having high-quality contact data in place about your clients’ subscribers. If you don’t know who their subscribers are and what they care about the most – it’s very difficult to engage, acquire, and retain more customers.
A great place to start gathering quality data is by making sure you have the right fields in your clients’ signup forms. When subscribers sign up for your clients’ email newsletters, you can prompt them to enter relevant data like their industry, company size, revenue, gender, economic status, occupation, location, marital status, age, etc. This data will help you to better understand who your clients’ audiences are and how you can best relate to them.
Another powerful way to collect data is through using third-party integrations and apps, as well as tapping into the power of an API. You can use data from your clients’ CRM, e-commerce platforms like Shopify and other apps as the fuel (along with content) for their email marketing campaigns.
The richer your data and the more up-to-date your email lists and segments are, the higher your ROI on email marketing can be. Chances are, your clients have most of the data you need in order to power their campaigns, but you will need strong integrations across platforms in order to connect the data to your email marketing strategies.
According to Campaign Monitor’s CMO, Andrea Wildt, marketers will begin to focus on behavioral data across different devices in order to better understand and capture customers’ attention. She says, “Behavioral data enables marketers to divide their audiences into segments on the basis of preferences allowing them to use tactics like personalization and relevant content to deliver the right message at precisely the right time.”
Using consumer behavioral data and other data points will help to create segmented and targeted lists for your clients. The more high-quality data you have, the more personalized and engaging you can be in your email campaigns.
2. Creating segmented lists of your clients’ subscribers
Once you collect relevant data points, creating different segmented lists will help you to send personalized emails at scale. For example, let’s say your client is a car company who is having a special promotion in Texas. You can choose to target subscribers living in Texas between the ages of 25 – 45 in order to send unique email campaigns that are most relevant to those subscribers.
The idea behind having segmented lists is making sure that each subscriber receives content that is extra relevant to them, and thus, engaging and personalized. According to a Janrain study, 74% of online customers are frustrated when they receive content that is irrelevant to their interests. These segments help every subscriber feel as though your clients’ brands understand who they are and what they care about the most. The segments also help to build brand loyalty when subscribers grow to trust your clients’ brands through the relationships you build for them.
3. Get personal with your clients’ audiences
Mass emails or email blasts turn customers off because they lack a personal touch. Your client’s subscribers want to feel as though your client knows who they are and is listening to what they need from your client’s brand. Marketing automation allows you to send individualized and personalized messages at scale while still making sure that each reader feels engaged. Emails with personalized subject lines are 26% more likely to be opened and marketers have found a 760% increase in email revenue from segmented campaigns.
Having high-quality contact data and segmented lists will allow you to appeal to each subscriber’s interests. In the words of marketing expert Ardath Albee, “When you get a message that really resonates, it drives intent and action.” One way to do this is by sending automated behavior triggered emails. These include welcome emails, subscriber anniversary emails, or automated emails based on products a customer was previously interested in.
Another way to make sure that email stays personalized and relevant is by creating an email preference center. Here you can make sure that your clients’ subscribers tell your client what they are most interested in and how many emails they would like to see in their inbox. Following their preferences can lead to higher engagement and customer loyalty.
It’s important to have the bandwidth and the right resources in order to make email personalization easier and more effective. Marketing automation tools, data analytics, and a strong marketing team can transform the way you communicate with your clients’ customers.
4. Use dynamic content with engaging design
While marketing automation and data points are crucial to successful email marketing, they won’t impact your clients’ subscribers unless the content is dynamic and the design is engaging. Subscribers want to relate to your clients’ brands in a genuine way. Dynamic storytelling content, as well as educational, entertaining and thought leadership pieces can help to build strong relationships with your clients’ customers. Editor in Chief at Contently, Joe Lazauskas, put it perfectly when he said, “if you create something original and great, you have the opportunity to monopolize consumer attention and leave your competitors in the shadows.”
While written content is important, so are visuals and design templates in your emails. Using special email design grids, imagery, graphics, and colors can help grab each reader’s attention. It’s also important to use responsive email design since 63% of email opens are happening on mobile devices.
One of the most important features to any campaign is having a “stand-out” call to action. Placement, colors and the wording of a CTA influence how a subscriber decides to take the next step. The unique content and design of your clients’ emails will help to ensure each email is targeted and customized.
5. Use marketing automation to measure and streamline email campaigns
Marketing automation tools and having strong marketing teams in place are the best resources you can use in order to implement these strategies. Marketing automation will allow you to collect high-quality contact data, develop segmented lists, send personalized content at scale and even use engaging email design templates.
Marketing automation will also help you to use data analytics and integrations in order to understand more about your clients’ customers. You can measure where traffic is coming from, how each subscriber is engaging with your email campaigns, and look at data that goes way beyond click and open rates. These tools will help you to reach the right people at the right time while sending them targeted messages.
It’s important to find the right tools that work for your agency as well as for your clients. You might have a partnership where your client manages the software, you manage it together, or you white label the product and manage it on your own. Whichever way you decide to manage the software, make sure to find one that has the features you need.
Collecting high-quality data through sign up forms, third-party apps, and integrations can help you to divide your clients’ subscribers into segmented lists. These lists will then allow you to send personalized and targeted campaigns filled with engaging content that resonates with your clients’ subscribers.
To measure the effectiveness of your campaigns and carry out these strategies, it’s important to have the right marketing automation tool in place.
These strategies can help you to meet your clients’ email marketing goals when it comes to customer engagement, retention, and acquisition.