Here are six common blunders.
Years ago, one-size-fits-all communications worked fine, and you might well have created one email for everyone and sent it once a week. Though it still happens, it’s no longer the norm now that merchants can take advantage of more sophisticated customer intelligence.
If you’re still sending a single message to all your customers, regardless of their behavior or history with your company, think about the impression you’re making with customers who also have relationships with merchants that more fully understand their needs and desires.
Customers who sense you don’t care will delete, ignore, or unsubscribe, so focus on sending the right email at the right time for the right reason.
2. Inadequate Segmentation
Giving up batch-and-blast is only a start. You can use data to group contacts into simple segments based on factors such as age, gender, and geography, but advanced segments enable even more compelling communications.
Imagine the return on a message custom-tailored to an audience not only by demographics but also by behaviors. For example, if you sold a great-value product range suited to young adults, you could build a segment targeting everyone in your list age 16-23 who’d looked at this product category on your site within the previous two weeks.
Segmentation is crucial to relevancy, and in email marketing relevancy equals results.
3. Generic Content
What’s the point of segmenting if you don’t also personalize? I’ve received an email addressed to “Dear Human.” I can assure you that the impersonal approach doesn’t work. So make your email more personal with a humorous, localized, or emotional approach, or by creating a special discount.
Personalization works. Currency specialist FairFX realized a 300% additional turnover in eight months by taking a more personal approach to its email marketing. And dorm décor brand Dormify has grown its business with a hyper-savvy young adult audience by sending attention-grabbing emails that may feature a Snapchat sensation’s catchphrase to a riff or a popular Internet meme.
By pulling in demographic and behavioral data, along with your customers’ interests, you can deliver compelling and relevant information in a way that stands out.
4. Irrelevant Timing
When your email timing never relates to customer behavior, you run the risk of communications that feel less like a conversation and more like a monologue.
You want to come as close as you can to replicating the benefits of an in-person experience: Has your customer clicked something? Bought something? Is it their birthday? Has it been a while since the last purchase? Triggered emails based on this type of information can make your timing more relevant.
A simple Welcome Program can make a big difference. Skincare brand ELEMIS established an automated welcome program for Black Friday that delivered a nearly 50% higher conversion rate than its program from the previous year. And Dormify has used triggered emails to generate 28% of total email revenue, increasing total email revenue 92% and nearly doubling its website conversions in one year.