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Strategy | 4 MIN READ TIME
Is your email list becoming stale? Are you running out of ideas to increase click rates? As we wrap up Q1, we would like to share some tips to drive engagement for your program.
Create groups of compatible customers and tailor promotions to each client’s specific needs. Marketers who segment their lists will see an increase in leads and transactions. Once the list is segmented (for example, by particular buying patterns), the next step is to consider what content to test. A great example of this is to utilize a common data point regarding products. If you are a retailer and can pin point a group of customers that are consistently buying shoes over clothing, you should treat them differently and develop specific campaigns, highlighting items that correspond with what they’re interested in.
When and how often are your competitors deploying email campaigns? Have you tested when your audience is most likely to open and engage with your messages? If the answer is NO, it’s time to prioritize competitive intelligence and monitor the frequency and timing of your competitors’ campaigns. Competitive intelligence can inform the email tests you run. For instance, we have monitored our industry and discovered that B2B audiences respond differently to emails than do B2C audiences. In that case, we can experiment with mailing B2B audiences early in the morning and in the middle of the week compared to late Friday afternoon. Similarly, for B2C audiences, marketers can test deployments in the evening or weekends. Consistent testing is extremely important and can be successfully leveraged to optimize not only the timing of a brand’s campaign, but also subject lines, offers, images, calls-to-action, personalization, and much more.
What do you want from your customer? Pick one call-to-action and make it clear and actionable. Tell your audience what you want them to do and why they should engage. Define the goal of each campaign and confirm the CTA is aligned with your goal. Below is a great example from Lenovo; the email is sleek and concise and the CTA speaks beautifully to the goal of the campaign to get their audience to engage.
Just set it and forget it! Streamline the process of engaging and converting your customer base by setting up multiple behavior-based email sequences, such as a welcome series triggered by subscription or purchase. Abandon browse or updates to the preference center can also be a great way for marketers to engage with their active (and willing!) audience. If a customer has been shopping on a specific product page, sundresses for example, and drops before placing anything in her cart, a triggered email containing images of the browsed products and providing an incentive (such as a discount) could be a great way to convert that consumer. Deploying these types of automated messages can give you a definitive competitive advantage while providing value to your subscribers and increasing revenue.
Always continue to test and optimize. Along the way you may realize you need to alter frequency, targeting, creative, copy, promotions, or content. That’s ok! What this means is that every time you change an email component and test it, you’re closer to the goal of increasing customer engagement and, ultimately, your bottom line.