Chris sent his first email campaign in 1995. He’s worked directly with Fortune 500 companies, retail giants, nonprofits, SMBs and government agencies in all facets of their email marketing and marketing automation programs. He’s also a BIG baseball fan, loves a good steak, and is mildly obsessed with zombie movies.
Is Your Cart Abandonment Program Failing? (Read This Now!)
The abandoned-cart reminder is one of the most successful emails you can send to your customers. But you need to set them up the right way to encourage more shoppers to act on them if you want to get the best results.
First: Why you should try to bring customers back
Consider these statistics:
Cart abandonment happens all the time, especially around holidays when traffic from both first-time shopping and loyal customers increases to your site. Cart abandonment rates range from 58% to 81% overall, although abandonment is higher in some sectors than others.
Cart-reminder emails can generate some of the best engagement of any triggered or broadcast email you send. Here’s how they stack up:
45% average open rate
21% average click-through rate
7% average conversion rate
They help you recover sales. Some people leave items in carts on purpose and plan to come back later. But, one of the main reasons people abandon carts permanently is because they had problems at checkout. One company estimated that a large ecommerce site could see a 35.3% hike in recovered sales just by redesigning their checkout process.
They give you a competitive advantage. The 2018 Email Marketing Census from the UK Direct Marketing Association shows only 29% of all email marketers send abandonment emails. So, the field is still wide open for marketers who can take that extra step.
How cart reminders can fail
As these statistics show, the decision to send an abandoned-cart reminder is a no-brainer. But just sending an email by itself won’t guarantee that your customers will come back to finish checking out.
This is the point where many marketers shoot themselves in the foot with their reminder emails. How you structure your reminder email is just as important, if not more so, than the decision to set up an abandonment program.
And here’s another key point: You’ll probably need more than one set of rules governing your reminder email’s timing and content to accommodate the different reasons customers come to your site.
Different reminder models, different purposes. While it’s true that sending one reminder email shortly after your customer abandons the site is better than sending none at all, it’s also true that there’s no exact formula for how you should structure your reminders.
The conventional wisdom around reminder emails is that you generally need more than one, that you should send your first email soon after the customer abandons the site and that you should follow up with one or two more emails within 24 to 48 hours after the first reminder email goes out.
Take a look at the series of two cart abandonment emails by ASICS.
That format, which could take as long as three days to a week to deliver all your emails in the abandonment series, works fine in uncomplicated abandonment scenarios.
Now, suppose you’re running a one-day flash sale. That standard three-message email sequence isn’t going to work beyond the first email, assuming you send it out before the sale ends.
In fact, you’ll end up aggravating your customers because they won’t be able to buy their items at the sale price if they return after the sale is over. If you compound that error by including the flash-sale price in the email message instead of the price they’ll encounter when they return, you might as well kiss those customers goodbye forever.
Solution No. 1: Add more rules
Every successful cart-abandonment reminder program is driven by rules that govern when to launch reminder emails and what content to include in them. Here are several popular ones:
Send the first email immediately after abandonment. Then, time follow-up emails according to activity, or lack of it, on the first email.
Withhold an incentive to encourage returning to the cart until the last email of the series.
Vary the incentive according to customer value (higher value to first-time visitors or loyalty-club members).
No incentive or lower-value offer for customers who have used an abandoned-cart incentive in the last 30 to 90 days.
Adding rules to your email program can help you create a more flexible program that accounts for abnormalities or anomalies in the abandonment procedure.
Take that flash-sale scenario we mentioned earlier. Let’s say you want to clear out some excess inventory before you head into the fourth-quarter holiday season. Or, you want to get some incremental sales on what normally would be a slow sales day, like a Sunday, and you offer some eye-popping discounts to attract browsing.
Here’s an example by Huckberry in which they have offered a coupon code for free product shipping.
The trade-off for those big discounts is a short shopping window. So, to bring back your abandoners, change up your rules for that campaign to launch your abandonment email sooner, deliver your series in shorter intervals and schedule the last email to go out before the sale ends.
Solution No. 2: Extend redemption time with a post-cart-abandonment program
Use this to retain high-value customers (they buy more often and/or at full price) or customers who rack up higher-priced carts. You can create a rule to trigger this program based on cart value or customer data.
The effect is that you will extend the time your abandonment program runs, giving your customers more time to come back and check. This is especially handy for high-value carts because those customers might need more time to decide whether to go ahead.
Giving them a few extra days to check their finances, talk to a spouse or partner or wait for the next paycheck could mean the difference between a purchase and a lost cause. Your emails continue to arrive at carefully spaced intervals, giving you opportunities to answer questions or head off objections, but you aren’t pestering them constantly.
Use the time to vary your content
That brings up another point about successful emails. It’s not just how you time your messages but what you put in your messages that can bring customers back.
People abandon carts for many reasons, and not just because they wandered away or objected to your shipping fees. Here’s a sample of reasons:
They got interrupted and had to break off their sessions.
They ran into problems in your checkout process.
They need time to think or are shopping your competitors.
They’re using their carts like wish lists and will return later to sort through items.
Your email copy should reflect these potential scenarios, too. Adopting a helpful, service-oriented tone and adding links to customer service, FAQs, buying guides or other relevant destinations on your website can overcome objections and add trust.
But you can also use devices like countdown timers to gently prod your customers into acting, especially if their merchandise is part of a flash or limited-time sale. We have used this device in many client abandoned-cart emails, and we always see a measurable uptick in conversions, often when tested against a standard message with no timer.
FARFETCH sends a nice cart abandonment email with a countdown timer that evokes the fear of missing out and entices the user to complete the purchase.
Don’t forget to test!
This is vital, no matter which format you choose to create for your abandonment models. Test everything to see what works for you and your customers! Here’s a quick list:
Number of emails
Timing (first email and intervals between emails for a multi-email process)
Incentives (what kind of incentive, like a percentage discount, cash discount, free shipping, upgraded shipping and at what point in your series to introduce it)
Personalization (name, product info, link to cart, etc.) versus one-size-fits-all
Call on us to help you set up a great program
Whether you want to investigate launching your own abandoned-cart program or need to get better results from your present program, our strategy experts are eager to show you what’s possible.
We’re happy to offer you a free 30-minute consultation call to see whether we’re a good fit to help you recover more sales and revenue by testing the solutions we’ve offered here or whether you might try other tested tactics in our arsenal.
Just call us at 800-ARMY-253 (800-276-9253) or leave a message on our website. We’ve seen the results that well-thought-out abandonment programs can produce, and we’d love to share them with you!
Email marketing is an integral part of your digital marketing strategy. The two should be in sync if you want to achieve higher engagement and boost your conversions. However, most marketers believe their emails are either not engaging enough or, are not able to offer the kind of optimization they are looking at.
When it comes to emails, marketers are constantly challenged with
Increasing brand awareness and positioning the brand as visualized to the customers
Building a valid list that will value the message sent in the emails.
Generating good leads and converting them into customers.
Engaging the potential buyers along the purchase funnel, and carrying them forward and converting them into actual customers.
There are obvious gaps that exist, which can be reduced or removed with the help of data-driven personalization and better email interactions.
Artificial Intelligence technology plays an important role in, not just improving the value of your email, but also perceiving your goals and the future of your business.
With AI by your side, your email marketing techniques gain the power to convert for better.
Here we will discuss how AI can redefine email marketing, and why your business should include it in their marketing strategy.
#1 Know the send-time
Most marketers find it an aching issue to identify the time of the day when their emails will receive maximum opens and click-through rates.
AI offers a data-driven insight into what will be the best send time for your emails. How? The data is all available for you to go through. However, if you were to sort the data on your own, and build insights, it would take longer than you would know.
AI algorithms can happily construct the data into relevant insights, based on the subscribers’ email behavior. The markets also know what subscribers do once they receive an email, and what time do they generally open the email.
This level of personalization can help you win the subscribers, and take that step towards conversions.
#2 Automation with AI
Automation ensures that the email is sent to your customers at the moment when they are moving across the purchase funnel. The idea is to dictate their purchases and convert them. right from on-boarding to nurturing and helping them complete the purchase, there is an automation for every single point in the journey.
AI understands what you want or plan to buy by looking at your browsing patterns and past purchases.
Accordingly, AI will determine the type of emails that will help you on-board as well as help the business with nurturing you towards purchases.
These algorithms are also defined to identify the kind of images and content that seem to attract the email subscribers, so as to maximize the conversions.
The automation done with AI helps receive maximum engagement and improves your conversion rate phenomenally.
#3 Subject Lines that Open High
In most cases, marketers struggle majorly with subject lines. Yes, there are subjects that get you a good open while, there are lines that don’t even get a glance.
How would you know which line actually worked for you? that means, you have to go through all the campaigns, see through the words that actually created an impact, analyse the data and finally come up with the insights.
You might have to do the same with the competitor’s emails too.
Instead, you can adopt AI to your hoard of technologies, and have the data filled into the machine to build insights for you. Based on the learning models that are fed into these machines, you will get an idea on which subject lines do well for your campaigns.
#4 Hyper-personalization for Better Marketing
Personalization was and still is an important part of marketing your content to the right audience. However, with time, the term hyper-personalization is gaining traction.
Sending out emails to the right person with the right message is as important as the right time. hence, you ought to hyper-personalize. If the person has just abandoned a cart, you cannot send them a welcome email. If the person has completed a purchase, you cannot send them a lead nurturing email.
Apart from being personal, you also need to understand their behaviour and their needs to draft the apt email.
It is important for marketers to adopt hyper-personalization, which is possible with AI. AI will not only segment your list, but also tell you when you need to shift a particular person from one cluster to another. It helps you automate with a good list.
#5 Analyze Campaigns Better
you always want to know if a campaign did good, and did you really manage to achieve your goals. However, with AI you can go that one step further and understand what worked in the campaign and what did not.
Your customers and their interests can be learnt better with the combination of Big Data and Artificial Intelligence. You will know how and what the customers read through the emails, what part of the emails were they interested in, and for how long did they read the email before taking the action.
In some cases, the people take the action immediately after the first fold while, in some other cases they don’t take the action at all, despite reading through the entire email.
AI will collect and analyse the different data, and give out insights into the campaigns. It will eventually help you craft a better campaign the next time.
#6 Better Email Testing Processes
Emails have to undergo the A/B testing before you send them out. You need to check whether the campaign will be seen by the target group you are sending it to or, do you need to change some parameters. You may not find the human intervening slightly inaccurate, which is why you need to turn to AI to improve your testing processes. You should ideally conduct tests on AI platforms, and they will suggest the improvements to your campaigns, and prevent revenue loss in your marketing efforts.
AI engineered email marketing campaigns are the superpower that your company needs. it will not only help you float meaningful campaigns, but also enable you to monitor and measure the effectiveness. This way you will be able to capture better subject lines, create dynamic content and improve your overall marketing efforts.
If you are planning to personalize your marketing efforts, it is important you adopt AI technology, as it will make automation and personalisation easier and accurate for your organization.
Instead of being the marketer, today, think from the subscriber’s perspective for a minute. Imagine receiving an email from a brand every single day. How does that make you feel? Not too good? Does it feel like you are being pushed into making that purchase?
Now imagine how would your customer feel when you, out of habit, send too many emails, at least one per day, to them? Increasing the frequency may seem right to you but, it does lead to many unsubscribe. Being bombarded with emails will not help with engagement; instead, it will create a distance between you and your customer.
The question every marketer asks is “how many emails are too many emails?” Here, we aim to discuss the result of too many emails, also known as email fatigue in detail. We shall tell you the right number of emails to send, and other tips that can help you avoid email fatigue, and keep up with engagement.
Email fatigue happens when your subscriber receives a lot of emails from you. In some cases, they may feel the overwhelm when they receive brand emails from anyone and everyone.
There are a few reasons that you could associate with the feeling of fatigue.
The subscriber has been receiving emails from your brand way too frequently
You have been sending emails that are not personalized to them
From this, you can clearly say that if you pass on the wrong message to the wrong person at the wrong hour, and too many times, then you are bound to cause email fatigue.
Typical signs of email fatigue
A typical sign of email fatigue is the increase in unsubscribe. If you feel that the users are opting out of your email subscription, then you need to check the message and the frequency immediately.
The other sign is disengagement. If the open and click-through rates are suffering as a result of email overload, then your emails are definitely causing fatigue among the subscribers.
Here’s what you can do in case the damage is already done.
Email Fatigue Recovery Measures
The best way to recover from email fatigue is to start a re-engagement campaign. A good re-engagement campaign needs to be dictated if you want the under-performing assets of your email lists to view your emails and engage with you.
Here are a few examples that should happen to help you with recovering from email fatigue. It is important to segment the under-performing assets before you engage them with these emails.
Bespoke Post wants to know why the subscribers wont open their emails. They have upped the game by asking them their preferences, which the brand can use to create email content.
TeeSpring has sent out a re-engagement email asking the subscribers to get back and start a new campaign. They want to know why the subscribers not with the brand anymore.
The second best way to fight email fatigue is offering a down subscribe option. This means you ask your subscriber to take a break for a while from your emails. This pause period will help them recover from the fatigue, and gear them up for emails from your brand. However, the next time you send emails make sure that you don’t tire them out.
However, there are ways in which you can easily avoid email fatigue for your brand.
Here are a few best practices that should help.
Best Practices to Avoid Email Fatigue
#1 Keep measuring the signs for fatigue
Even before you begin with another marketing campaign, make sure to measure signs of fatigue from the previous emails. Check who all unsubscribed, did not open the email or opened and did not bother to move beyond the first line. The time spent as well as other numbers will guide you through the process. Once you have the numbers, you will know if there are signs of email fatigue among your customers, and if yes, how many in the list are going through the same.
#2 Ask them to mark their preferences
As a marketer, you need to know what the customer expects from you, and how often they are ready to see your email in their inbox. You should always ask them their preferred frequency i.e. the number of times they are ready to see your email in a week/month, at the welcome hour itself. This will help both set the pace for future emails, and also set the right expectations.
#3 Segment your subscriber list
Segmentation is very important, and should be done at the start. You need to study them based on their demography as well as purchase and browsing behaviour before you segment them. a complete understanding of what your customer needs, their preferences, and how often they check emails should be noted for best marketing campaigns.
#4 Personalize the email content
Once you have segmented the emails, you know everything that you need to for the campaign. Begin your email campaign on a personalized note. You don’t need to send the same email to all your lists. You can strategize campaigns for a particular list, define content accordingly and send the message to the list. That way, you have higher chances of getting a good open rate.
#5 Note the send time and frequency
As a marketer, you ought to be careful when the message reaches the audience. If your timing is wrong, and you send it way too often, then you might cause fatigue. Check the frequency opted by the subscriber, and research the timing based on their behavior and the data you have for open and click-through rates. This should help you know the right time and frequency to send your emails. Once done, you will notice that your engagement rates are going high.
#5 Don’t forget to test the emails
An A/B testing is recommended before you start working on the final campaign. You should test the emails not just for the subject lines, but also the send time and frequency. If the test shows positive results and response, then you can send the emails at that hour else, it is better to change the frequency and times immediately.
Email fatigue is real and pretty normal. It is not necessary that the email frequency the customers had opted for at the start, is the frequency they want to maintain throughout their journey with the brand. It is important for you to keep updating the preferences, and re-engaging with those providing least engagement. You need to understand why people are opting out or, not reading your emails.
Without ignoring the issue on hand, make sure to dig deeper to understand the root causes of the fatigue, and try to remove them as soon as you can. The idea is to personalize the message and send it at the opted frequency and the time that the users generally open their email.
When you invest time and efforts into drafting an email and sending it to your subscribers, not to forget the monetary aspect, you ought to know whether or not your email was effective. It is important for you to be able to justify the spend on email marketing.
Businesses are spending a lot of time, as a result, trying to carve a good campaign, which will win over the audiences, and turn their subscribers into customers.
However, the question remains- how will you measure the effectiveness of the campaign? What are the metrics that you will look up to get the much needed revenue?
Let’s have a quick look at the metrics that play an important role in measuring email marketing effectiveness.
The Metrics that Matter
#1 Open Rates
When you send out an email, the first thing that you measure to know whether or not the campaign was effective, is the open rate. How many of those who have received the email from your list, have actually opened the emails. It is important to also check how many of the emails you sent bounced back, which will also help determine this metric.
#2 Click-through Rates
It is not necessary that the person who has opened your email, has actually clicked on the call-to-action button and taken the necessary action. You need to check this metric as well, as that will give you an insight into the number of people who actually felt the email was relevant, and went on to read the contents and click-through the buttons.
#3 Unsubscribe Rate
How many, from your subscribers list, unsubscribed after they received an email from you? It is important for you to understand that there are different reasons why people tend to unsubscribe. Either they expected fewer mails from you or, they found that the mails you sent them were irrelevant.
#4 Complaint Rate
It is important you track the complaint rate for the emails you have sent, and check for the reasons why you have received complaints against the emails sent. It could be due to the fact that you bought the list or, you have not added the unsubscribe link to your email. The complaint rate can also help you understand the level of your brand
#5 Delivery Rates
It is important for you, as a marketer, to make sure you reach every one in your target market. A good deliverability rate essentially means that you have spread your wings across the target market. If you have not been able to achieve a good delivery rate, then you need to work on your subscriber list.
#6 Bounce Rates
Imagine not having reached the receiver’s inbox or, worse still being told that the subscriber does not exist. This means you need to rework on your email list, and if you don’t do this immediately, it could affect your email marketing campaign.
#7 Conversion Rates
This is the most important metric, one that also helps you track the revenue generated via email marketing. You ought to take this metric very seriously. A successful conversion happens when the subscriber clicks on the button and takes the necessary action to become your customer.
Now that you are aware of all the metrics that you need to know, let’s take a look at all the different ways in which you can track revenue generated through email marketing.
Tracking Revenue through Email Campaigns
#1 Sales Generated by Direct Click
Every email comes with a link that takes you to the part of the site where you can take the action. In this method, you tend to track the revenue that was generated when the user clicked on the link, and went to the website and completed the sales. There are coded links that tend to track this part.
How this helps? You get to track the immediate sales generated by email marketing. However, if the subscriber was interrupted while taking the action, and comes again via another channel, then the sales would not be counted as click-through sales. So, the revenue thus generated would not be attributed to email marketing.
#2 Match-back analysis of sales
The sales that occurs minutes after the email was sent via other channels is analyzed, and the customers converted are credited to the email marketing revenue generation. This method uses time-frame technique to analyze the sales that happened, and attributes all the sales within a particular time frame from the email to email marketing campaign.
The flip side of this technique is that the sales that did not occur due to the email marketing efforts made by you will still be credited to email marketing.
#3 Code redemption tracking
A lot of brands tend to send offer codes as part of the email campaign. These offer codes, when used, are tracked and a record it maintained. Every time an offer code sent in an email is redeemed, it will be considered as a revenue generated via email marketing. There are chances that the codes that you have sent via emails have been leaked to the coupon sites, and a lot of people are redeeming these coupons from the affiliate sites. At this point, you wont know whether the coupon strategy was effective due to emails or not.
If you feel the revenue generated by the email marketing efforts is not up to the mark, then here are a few things you might want to reconsider while sending emails.
Time your emails perfectly so that you get a good open rate. For instance, if you know that the people in your target group tend to open an email at 12PM, make sure you time your email campaigns accordingly. There are some safe time zones, when you will be able to maximize your open rates. Research the time, and send your emails during those hours
The email should be relevant to the subscribers. Make sure your subject line gives a hint on what the email is about. The topic of the email is also important if you want to gain better conversions with your email marketing effort. If the subject is neither relevant nor personalized, then your campaign may be rendered ineffective
To ensure better click-through rates, you ought to test your anchor test, and make sure you have a strong CTA, which makes the user want to complete the action. Powerful words in the CTA will definitely up your revenue
Finally, you need to work on the subject line. If it is not precise, attractive and meaningful, then your open-rate suffers majorly.
You need to identify your email marketing goals, and adhere to them when designing your email marketing campaign. Make sure you know which metrics to track for your campaign, and what metrics match your need to measure the effectiveness of the email.
You should sign up for at least one strong revenue tracking method, which will help you understand where the sale is coming from, and how effective your email campaign was.
In order to maximize your efforts, don’t forget to send the emails on a particular time.
Email marketing is considered one of the most crucial strategies when it comes to B2B marketing. From generating and nurturing leads to accelerating conversions, B2B email marketing does it all. This is the reason B2B emails have open rates higher than B2C emails. While B2B emails come with an open rate of 24%, B2C emails have an open rate of 22%. Therefore, if you haven’t already started harnessing the power of B2B email marketing, it is high time you do it. Here’s a look at a few critical tips that can help you design B2B email marketing strategy that drives sales and generates ample ROI.
1. Come up with a great subject line
Having an impeccable subject line can set you apart from your competitors. In fact, if we go by statistics, it is believed that 35% of recipients open an email based solely on the subject line. So, opting for a great subject line is all you need to have an edge over the competition. Here are a few pointers to help you make your subject line game top-notch. Take a look.
Including time-sensitive phrases such as “limited Stock”, “the deal ends today” can work wonders in driving your click-through and open rates. The sense of urgency in the subject line will help you leverage from the customer’s tendency of FOMO i.e. fear of missing out. It can serve as a great way of accelerating your sales further.
Incorporating numbers and emojis is another unique way of driving customer’s attention while standing out amidst the clutter of emails in their inbox.
2. A clean email list is always a yes
Having a huge email list is of no use if your subscribers aren’t active. Therefore, it is significant to clean your email list once in a while and keep it updated with active subscribers. It will have a huge positive impact on your deliverability and open rates. However, before you start the cleaning process and remove the idle subscribers, you must opt for a re-engagement campaign. It would help the inactive customers to decide whether they want to be a part of your subscription list or not. You can do it the way Typeform did it. Take a look.
Besides, make sure you clean up your email list consistently. A consistent cleanup schedule is not only going to save you on time and resources but will also help you target your active subscribers in a proactive way.
2. Optimize your sending time
With 73% of marketers sending emails weekly, it is quite clear that optimizing your email sending time is the need of the hour. You can do this by analyzing and evaluating email metrics. It will include testing various days and times along with paying precise attention to peak activity that affects the overall click-through and open rates. There are a lot of Email Service Providers (ESP) that can help you do the needful. It maintains a list of customer’s behavior analysis with the help of its send time optimization feature. It derives and concludes an ideal email sending time based on a consistent customer engagement pattern.
3. Maintain a single CTA
From securing a call and registering for a webinar to driving a customer to a landing page, B2B email does it all to entice a customer to take action. This is where a call to action button comes in handy. However, make sure you go for a single CTA button and not include multiple CTAs. It can distract and confuse the customer resulting in unaccomplished email goals. So, go for a single, simple and creative CTA to get the desired results. Take some inspiration from HEADSPACE and see how it has kept its CTA simple yet enticing.
A/B testing is another great tool to evaluate what works best for your email marketing campaign. You can do this by testing your subject line, optimal send time and CTAs by sending emails to a small group of a selected audience. Their response would tell you how your email is performing. Based on that, you can further send or modify your email to suit the needs of a larger chunk of your audience.
6. A welcome email is always welcomed
We all know how the first impression always matters. That’s why it is important to send a welcome email as soon as a customer subscribes to your email list. You can send it easily with the help of an autoresponder. It automatically sends welcome emails to customers who come on board with your brand. All you need to do is compose a well-crafted and promising welcome email that genuinely makes the customer feel special and welcomed. See how Evernote sends its welcome email in a simple yet unique way.
Further, you can even take your welcome email a level up by including a freebie within it. After all, gifts are loved by everyone. It wouldn’t only make the customers feel welcomed but also help you pave new avenues of a long enduring relationship with the customer.
In conclusion, an impeccable email marketing strategy is all you need to drive your B2B sales like never before. So, incorporate the above-mentioned tips and cut through your competition with high engagement rates and better results.
However, the success of the emails depends heavily on the quality of the subscriber list that you have prepared. If your subscriber list does not contain people who have opted-in to receive emails or, does not include email preferences with respect to interests and frequency, then it is incomplete, and you may not get the results that you expect from the campaign.
Segmentation plays an important role in the increase in engagement and conversions. The first thing you ought to know about segmentation is that it has different forms, and comes with its own set of challenges. You, as the email marketer, ought to observe how you need to segment your list in order to attain the goals you have set.
When we are talking about segmentation, let us talk about the two different types- static and dynamic. The dynamic segmentation is the more powerful of the two, and is the one that will act like the crusader of your war towards accomplishing goals.
Why segmentation is important?
Let’s take a look at a scenario where an email was sent without segmentation.
So, let’s assume a new series is being launched, and the email is sent to a person who is not interested in watching series. Will that person open the email? No. The person will either send it to trash or, unsubscribe, as you are not sending them emails that are relevant to them.
This is the result of an unsegmented list. So, whoever opted in for your emails, you decided to keep them in a single list, and spammed them with emails that were a part of your campaign. So, whether or not the person is interested in that particular email, they will receive it, and you will have a bigger unsubscribe list, as a result.
However, imagine a reverse scenario. You are a mobile company, and you send two different emails, one to the prospects and one to the already converted. The prospects will receive emails regarding the new mobile options available while, the converted will receive some accessories and add-on related emails. This way, you will be able to witness proper conversions from both the emails, and you will succeed in attaining your goals.
As both are different, and were treated differently, you are able to successfully convert both lists. The reason was personalized attention that was showered on them.
Let’s understand the difference between a static list and a dynamic list.
Static vs. Dynamic Lists
When you say static, as the name suggests, they contain the list of people who have opted-in for the emails from you. They simply contain the names and email addresses of the people who have signed up for your emails. You can use any of the email tools available online to create the static lists and upload it to your database, while managing the duplication.
The static lists are generally used when you are getting people to register for an event, as there is no way you will be connecting with the list again for any other purpose. The static list is also used as part of the trade show, as it is a one-time affair.
Dynamic lists, on the other hand, are pretty evolving in nature. They are in accordance with the buyer’s journey and the buying stage they are in. whenever they meet a certain criterion, they are put into a particular list, and then nurtured accordingly. It is an intelligent list and so will include only those people who match the criteria for the moment. The moment they stop meeting the criteria, they are automatically removed from these lists.
A dynamic list impacts personalization, and helps the email marketing evolve with time, for both the subscribers and the marketers.
How Dynamic Segmentation Works?
It is important to segment the list according to the buyer’s journey, and that’s what the dynamic segmentation does.
Let’s understand it with an example.
When a subscriber first opts-in for your email list, they are interested in your business but, know next to nothing about it.
So, the criteria is new subscribers, and when this is met, the email that you would send would belong to the welcome series.
Next, there are subscribers who have been on the list for a while, and have been inactive. You need to get them out of the dormancy stage. The best way to perform this would be to send them a re-engagement email. These emails would offer them some discounts or, make them want to get back to the brand in some way or the other.
The dynamic segmentation moves the people from within the list based on the buying stage, their interests and other preferences as observed by the intelligent email system the business uses.
So, once the user has been welcomed, and they still opt to stay with you, the system will move them one step up towards the next list.
The data for the dynamic lists is made available through the app/website activity, the interests they showcase while browsing casually, the kind of data they fill in while on the app/website or any other asset that belongs to your business etc.
These dynamic lists can be utilized majorly for
General marketing activities
Lead nurturing via email campaigns
Customer retention activities
Personalization is a result of dynamic segmentation, as you know what the customers are expecting from you, and you can give them just that. The result of a dynamic segmentation is that you know the customer’s expectations and can live up to that.
Segmentation is an art that you need to incorporate in your email marketing for successful conversions. You cannot grow your business and convert better if you don’t know what the customer is expecting, and how you can offer what they need.
Make sure you use the dynamic insights offered by the data made available through the various channels to give your segmentation a boost, and improve your marketing efforts. It is believed that email is the best way to generate better leads. So, if you want to make the most of this channel, start with building a quality list.
Email marketing is a critical aspect of any marketing strategy. It doesn’t only help a business establish long term communication with the customers but, also facilitates the collection of essential data while increasing the overall marketing ROI. In fact, 65% of marketers who use email marketing witness a good or excellent ROI in their business. Therefore, if you want to have the edge over competitors and be successful in the long run of business, it’s high time you incorporate email marketing techniques within your marketing campaign. However, a good email marketing campaign should be such that establishes a close connection with the audience by sending them the relevant message that best suits their need and preferences. In short, it’s all about looking for the right strategy at the right time.
So, don’t go with redundant approaches, especially the one like batch and blast email marketing. This trend died long back. If you are not aware of what exactly batch and blast marketing is, it is an email that is sent throughout your customer base irrespective of their buying history or browsing habits. In short, it’s like a shout on the void which usually falls on deaf ears. Such irrelevant marketing emails might annoy your customers to such an extent that they would end up either deleting your email, unsubscribe it or even worse, mark it as spam. Well, there is a reason 55% of the total email messages across the globe are marked as spam by the customers.
Hence, if you don’t want your email marketing campaign to be the one amidst the spam list, avoid batch and blast emails at any cost. Here’s a closer and more detailed look at why such emails are harmful to your brand in the long run.
1. Brand ignorance
Frequent non-personalized emails might trigger your customer base to ignore your emails. Remember, sending multiple emails in a day is not a bad thing but, only when it is personalized and is somewhat relevant to customers based on proper segmentation and buying behavior habits. However, the same is not the case when you send them irrelevant messages. It’s like annoying them on purpose and asking for getting ignored. It is undoubtedly going to damage your brand reputation sooner or later.
2. Loss of opportunity cost
Since batch and blast emails accelerate unsubscribes, the chances of losing on opportunity cost become higher. Further, it wouldn’t only reduce your open and click-through rates but, also slump your revenue per campaign by making you lose a good chunk of loyal subscribers.
Email marketing gives you a plethora of options to know how your campaign is performing. From click-through rate to open and conversion rates, you can understand it all. However, the scenario is different from batch and blast email marketing. With such bulk emails sent to the customers, it is almost impossible to keep a check on what aspect of the campaign worked and what didn’t, thereby leaving you with no chance of progress or improvement of your email campaign.
All in all, batch and blast email campaign are not a good practice. It wouldn’t only make your customer reach a saturation point but, also make them unresponsive towards your brand. This, in turn, might lead to you losing a good number of your loyal subscribers. Moreover, as s marketer, you must know that the cost of retention is always higher than the cost of acquisition. Therefore, if you can’t retain your customers, you are bound to trigger reduced revenue and lower ROI.
Now, having known all of its disadvantages, the next big question is how to avoid the batch and blast email marketing? The answer lies in the tips as mentioned below Take a look.
● List segmentation
Avoid batch and blast approach by segmenting your customer base based on their buying behavior, purchasing history, demography, purchasing power etc. Besides, you must also keep a close look at metrics such as the number of customer visits on your website and its frequency to know precisely how and when to approach your customer with the relevant marketing email.
● Opt for targeted content
You must know as a marketer that each of your customers has a unique taste and is in different position of sales funnel. To put it in other words, their needs and wants are different from each other. So, to engage with them, you need to send them relevant emails which targets their preferences and requirements on a personal level.
● Impeccable subject line
Email subject line plays a significant role in the success of your email campaign. Therefore, if you want your email to grab the customer’s attention quickly, make sure you work on your subject line seriously. From short and crisp subject line to personalizing it with the customer’s first name, there is a lot you can do to make your subject line top notch, thereby giving your email marketing campaign the much-needed boost. See how Butlin’s does it like a pro.
● Analyze your results
It is critical to get a clear view of where you are standing as an email marketer. In short, you must know how your email campaign is performing. So, make sure you keep am an eye on statistics like email delivery rates, open and click through rates. This would help you understand your email campaign better while letting you take corrective measures as and when needed.
In conclusion, email marketing is an art and science both where a marketer needs to visualize the bigger picture in a way that ultimately enhances the sales and revenue. The points mentioned above have made it quite clear how batch and blast marketing is a thing of past and how going for the apt strategy can give you excellent results in no time while helping you curb unnecessary expenses.
Have you been observing a decline in the open rates for your emails, specifically with Gmail users? Gmail launched the tabbed inbox, which allowed them to segregate the emails into three tabs- primary, social and promotions. Very often than not, the emails that you send to your subscriber lands in the promotions tab, which is not very frequently visited. As a result, your brand’s visibility and open rates have declined in case of email marketing.
While the promotions tab has made life easy for the Gmail user, it has not gone down well with the email marketers. The reason being, your email that offers value to the customer, will be filtered by Gmail and sent into the promotions tab, and your subscriber is most likely to miss out the offer.
Here are a few tips and ways that should help you achieve it. Ready to begin?
Avoid using promotional phrases
What do you think is the significant difference that you see between mailing your friend and mailing your subscribers? The use of promotional phrases. When emailing your friend, you don’t use words such as free, discount, sale time etc. You are pretty much to the point, not only with the email content but also the subject line. You need to write content that you would send to someone you know. It should be personal, i.e. it should be written keeping the subscriber in your mind. If you write a more personal content and subject line, it will not only bypass the promotional tab but also enjoy a good open rate.
Too many images spoil the email
We do want to showcase as many images as possible while drafting the email. However, too many emails can put off the subscriber and can put your email in the spam category. When you write a regular email that is not considered spam, the email does not contain too many images. In fact, there are times when the email includes no photo at all. When working on the email for your subscriber, make sure you take into account the image: text ratio necessary for the email. Don’t include any more than 2 images per image. Avoid adding mastheads or pictures in the signature while drafting the email. Google immediately filters the emails with too many images into the promotional tab.
Add necessary links only
Linking requires a lot of thought from your end. Linking to just about anything and everything in your email can catch unwanted attention, and promote your email to the promotions tab. Make sure you don’t add social media links or links that don’t make sense to your email. A sales pitch containing too many links is not relevant or personal in any way. It is a sales pitch, and Google can determine the difference quickly.
If you want to add links to the emails, make sure you don’t add more than 4 links. Obviously, adding only one or two essential links will actually help get your email into the inbox, and increase the engagement rate for the email.
A reply-to address matters
If your email contains a from address marked as “no-reply”, there are high chances of it being transferred to the promotional tab. Gmail does not recognize the “from” email address and considers it to be spam.
Instead of using “no-reply”, try using a person’s name or admin as your email address. The email address with a company’s name as the domain for the email is recognized inbox-worthy. When you have a reply field where the users can reply, and the email address seems valid, Gmail considers it to be a personal email that the subscriber would be interested in. The email is then sent into the inbox. Make sure, before sending the email, you have added a proper email address in the sender field.
Don’t format your email too much
What do you do when you are sending business or personal emails? You just write the text, edit it a bit and then send it across. However, when you are sending it to a subscriber, you tend to format it carefully and modify every aspect of the email.
As a result, Gmail believes that the email is not being sent by a person, but by the company. Too much formatting can actually spoil your marketing efforts. Avoid the HTML formatting, and use plain text when drafting an email. You might need to change the template that you are using to send the emails, in case your email template requires you to format it every time before you send the email across.
Content should be short & personal
While this is still being debated, there is a school of thought that believes the content plays an important role when you are trying to avoid the promotions tab. For instance, the longer the content, the more chances you have of being considered as spam. You can use short paragraphs to make the content flow distinctly visible to the subscribers. Secondly, you need to personalize the content, so that the subscribers feel it is being written to them.
If you don’t believe that the content is responsible for the email being transferred to the promotions tab, then you can conduct an A/B testing. However, it is important that you address your subscriber by their first name, and add other personalization elements to be recognized as authentic by Gmail.
Don’t send emails without testing
Testing of the emails on the various ESPs is important before you can send the email to the subscribers. You ought to test the email for personalization, use of promotional words, length of the email, the sender address and other details. Also, test the email by sending it to your own Gmail Id to know whether it enters the inbox or the promotions tab. Check all permutations and combinations when testing your email.
The emails that you send should be from a reputed and authenticated domain so that they are received well by Google. If you are offering value to the customers, and making your email sound more personal than promotional, you have higher chances of being in the inbox tab. The idea is to follow all the tips, and then test your emails as much as you need to, before sending it to your customers. If you want to talk promotions, then add the promotional content to your email, instead of being spammed by sending it via emails.