Creativity goes a long way in any area of digital marketing, but many companies still find themselves using cookie-cutter approaches to this important strategy. This is especially true in the arena of email marketing, which remains one of the most proven sources of ROI and engagement for nearly every consumer industry.
Luckily, there are a handful of ways that organizations can creatively leverage their existing email data – as well as the real-time information they gather from current campaigns – to make a more targeted and consistent impact on their audiences. Here are three must-know strategies to make this happen:
1) Segment with style
Too many marketers use the same old segmentation strategies when launching a campaign, leaving them with mediocre results and no useful direction for future efforts. By experimenting with segment types such as location, purchase frequency or advanced demographic details, a brand can dramatically increase its email open rates, click rates and conversions.
While strong segmentation requires a deeper level of insight and observation into the email database, many of these efforts can be automated using email marketing platforms and outside consultation. The extra work upfront is well worth it when campaigns truly hit the mark, even if the segments seem small.
“I don’t want to call them ‘micro-segments’ because I think that can disguise their size,” stated Marketing Land contributor Jose Cebrian. “But the point is that there are groups of people in your database that warrant their own messages.”
2) Apply data across channels
Email is still king of the digital marketing kingdom, but this does not mean that the insights gathered from email databases should only be applied in this domain. In fact, with direct mail and social media playing such significant roles in the overall marketing picture, companies that fail to stretch the value of their email lists across channels are selling themselves short. Since the core tactics are largely the same throughout these formats, data should be used creatively wherever possible.
“You can create differentiation in your email program by extending what you know about each email address to continually improve programs on other channels, such as addressable social and addressable display,” continued Cebrian.
3) Personalize strategically
No one likes to feel like a number, which is why the trend of email message personalization has caught on over the past several years. It’s simply more exciting and engaging to receive an email that mentions one’s name or browsing history, even if the consumer has demonstrated a great deal of brand loyalty in the past.
While marketers should get creative in their efforts to personalize messages, it’s important not to go overboard with the level of individual data. Including too many details about a single purchase can make recipients feel hesitant to spend more money, while location-based information can bring about a negative big-brother dynamic. Smart marketers will use good judgment and use the right level of personalization for optimal results.
Get your own personal email marketing expert at Moving Targets. We will craft your optimized campaigns from start to finish using best practices for your industry and you won’t have to lift a finger!