Business Plus

The Key To Effective Email Campaigns

Connect with your customers while gaining valuable insights,

- writes Lee Thompson

As the era of cookie-based targeting draws to a close, there is a commercial imperative for businesses to try and control more of their own marketing destiny. A key ingredient in that is the growth and developmen­t of first-party data assets. These assets bring brands closer to their audiences and provide a greater degree of certainty. Logged-in users are happy to share their behaviours. They allow businesses to engage with them and this interactio­n provides a blueprint to help find similar audiences. The relationsh­ip is at its best when it’s reciprocal. The more data users share, the more insights brands derive, and the better the customer service and user experience should become. Email very often lies at the heart of the relationsh­ip between users and business. They act as a source of first-party data and facilitate greater understand­ing of customer preference­s. Outlined below are perspectiv­es on how to run effective email marketing programmes. INVEST Unleash the power of email by investing in sophistica­ted marketing software. Platforms such as Klaviyo and Constant Contact allow you to own more of your marketing. You can centralise your data and put it to work, segment your audiences, and test and run a combinatio­n of scheduled and automated email activity.

CLEAN OUT YOUR EMAIL LIST Get a fresh start with your email marketing by cleaning out your email lists. Clean your lists about every six months to ensure your audiences remain engaged. We advise clients to employ a reactivati­on strategy where people have not opened an email in three months or bought in the last six months. Engagement or not with a final generous incentive should tell its own story. CREATE A MARKETING PLAN You need to build your email list. We recommend offering a discount to all site visitors on condition they provide their email address. There will be scheduled activity to promote sale events, product launches and key milestones across the year. There could also be triggered email activity based on purchase events and cart abandonmen­t. The goal is to segment audiences and act on signals. GENERATE IMPACT Use responsive design to cater for all devices. Write compelling copy, using a singular call-to-action. Convey benefit and urgency above the fold and use video where possible. Be brand aligned in terms of imagery and tone, and flow in customer testimonia­ls where relevant. Use email footers to reinforce brand credibilit­y and authority. A/B TESTING The best way to figure out what is working and what’s not is to perform tests. You can run a variety of tests on audiences, design and copy. Being able to track what is working best will lead to improvemen­ts.

SEGMENT YOUR AUDIENCES The comingling of website data and email engagement will help you segment your email list into discrete audiences. This will help to deliver more relevant and converting emails. SAVE TIME, CREATE FLOWS Flows are emails that are sent automatica­lly when certain actions are triggered, such as when someone enters their email on your website in response to a 20% discount offer. METRICS, METRICS Use metrics to track the success of your email campaigns over time. You should be looking at delivery, open, click and conversion rates. At the same time, you should also be paying attention to unsubscrib­e and spam complaint rates. RESOURCE Email will prove itself to be your most profitable sales channel over time — the best e-tailers rely on email for up to 15% of their online sales. Because there is a constant flow of data, email sees the highest conversion, re-purchase and average order value scores of all the online marketing channels. To capitalise on this, you need expertise in setting up and managing a high-performanc­e email programme.

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