Thanks so much to everyone who joined us yesterday for our webinar, “3 ways to dramatically improve your email results.”
During the webinar, Nora Snoddy (Director of Communications here at Campaign Monitor) shared a ton of tips and tricks for getting more out of your email marketing program. Here’s a quick recap of what she covered—or, if you’d like to go ahead and check out the recording of the webinar, you can find that here!
Email is a big deal (when done right).
Email marketing has been around for a long time, but it’s still incredibly effective. According to our 2018 Industry Report, 59% of marketers said email generates more ROI for their organization than any other digital channel.
But here’s the kicker: Even though it has the potential to be such a high performer, plenty of people are still getting so-so results from their email marketing. The problem is that because email marketing has such a lower barrier to entry (it’s inexpensive, easy to send, easy to build in most email platforms, etc.), marketers often put their programs on autopilot and neglect to optimize their email strategy over time.
In fact, according to that same report I just mentioned…
• 39% of marketers say they never personalize their emails.
• 63% of marketers say less than half of their emails are segmented.
• 51% of marketers haven’t started automating their emails.
Email has the ability to generate an unmatched ROI for your brand, but to get there, you have to focus on the right things. But what are they?
1. Personalize the inbox experience.
To help illustrate the importance of email personalization, Nora shared a quick story.
Most days, she stops for coffee on her way to work. There are two shops close to Campaign Monitor’s Nashville office: Pinewood and Little Mosko’s. When she goes to Pinewood, the experience is perfectly fine—she orders her coffee, gets her coffee, and goes on her way.
But when she goes to Little Mosko’s, the baristas there actually know her. They greet her by name, ask about her life, and offer her a piece of fresh banana bread they know she’ll like. Where do you think she goes more often for her morning java fix?
The fact of the matter is, the brand that creates the better, more personal, more human experience will always win—and that’s especially true when it comes to inspiring customer loyalty and conversion. According to Infosys, 86% of consumers say personalization plays a role in their purchase decisions. Personalization works because you’re putting the focus of your message right where it should be: on the subscriber, not on your brand.
Here’s an example of email personalization in action from our friend Jay Baer. These two emails are essentially asking for the same thing: an NPS score. The first email was one he got after a hotel stay at the MGM Grand. There’s a first name in there, but otherwise, it’s pretty impersonal.
The second was one his wife got after ordering from a local food truck. It contains the same basic ask, but it feels much more personal. They include her first name, a photo of the chef, and even the specific items she ordered. And while Jay didn’t respond to the email from MGM, Allison did respond to the food truck.
Segment whenever possible.
All marketers tell themselves the same lie: If my emails aren’t doing well, it’s because my audience is too busy. Sure—no one is out there begging for more email, but I’m willing to bet there are a few brands you almost always pay attention to.
That’s because they serve up content, offers, and invitations that are actually relevant to you. Relevancy creates time and attention, and segmentation is how you get there.
Here are a few easy ways to start segmenting:
• How they signed up
• Purchase history
• Birthdays and anniversaries
• Response results
• Most engaged
• Least engaged
But what if you don’t have the data you need to effectively segment? Just ask! Most people are willing to part with personal information if it means getting offers tailored to their interests.
Scale your efforts with automation.
Automation is the most effective way to scale your email marketing efforts, but not many marketers are actually using it in their email programs. If you aren’t sure where to start with email automation, these three types of emails will help you lay a really solid foundation:
1. A welcome email or series. Welcome emails are incredibly important, so if you aren’t already sending one, it’s time. Your subscribers expect to receive them, it’s one of the most-opened emails you’ll ever send, it helps boost long-term brand loyalty—the list goes on!
A pro tip: In your welcome email, be sure to reference exactly how your subscriber ended up on your list. Continuing that connection from signup to the inbox helps create context and sets your brand up for a better, longer-lasting relationship with subscribers.
2. Date-based emails. Along with a welcome after signup, it’s important to automate messages based on key dates like birthdays and anniversaries. Remember: Creating relevance is all about remembering what’s important to your subscriber, not just your brand. Plus, these emails really perform. According to ClickZ, birthday emails can lift conversion rates 60% over non-birthday email messages with the same offer.
3. Behavior-based emails. Let’s talk about behavior-based automation. You can automate emails based on behavior outside the inbox (like browsing a certain section of your website) or behavior inside the inbox, like clicking a link to a particular type of content. These emails help you cater the offers and content you send to individual subscribers because you already know they’ll be interested.
Watch the full webinar.
Hungry for more actionable email tips and tricks?