How to Make Sure Your Email Campaigns Are Relevant and Effective

In their whitepaper, The Retail Marketer’s Playbook: Your 180-Day Email Marketing Game Plan with Top 5 Plays, Responsys offers five “top plays” to make sure your e-mail marketing campaigns are relevant and effective:

1. Refine segmentation tactics.
Segmentation allows for more targeted e-mail messages. The white paper provides some tips on how to segment:

Segment based on consumer behavior, not just demographic information.

Use whatever data you have available, and send more relevant content to subsets of subscribers.

Create different versions of your messages.

Perform continual testing.

2. Improve transactional messaging.
Transactional e-mails are highly relevant and very likely to be opened and read. Therefore, they should offer the customer something, furthering his or her relationship with you. Recommend additional products or services the customer might want or need; offer a subscription to your newsletter; and send transactional messages in HTML format to reinforce your brand.

3. Strengthen welcome messaging.
In e-mail, it’s imperative to make a good first impression: “The moment you acquire a consumer’s e-mail address is a key point of engagement—quite possibly the most relevant and defining moment in the relationship.” Suggestion: send new subscribers a series of well-timed and well-designed HTML e-mails that grab attention.

4. Reengage customers with a win-back program.
With the cost of attracting new customers so high, it’s important to keep existing customers coming back. Every e-mail marketing team should implement an automated win-back program. Let customers know you’ve noticed that they haven’t made a purchase in a while; send surveys to solicit feedback, and make an exclusive offer that’s too good to pass up. The more you engage your customers in a positive way, the more likely they’ll stick around.

5. Recover revenue with a cart abandonment program.
Shopping carts are great tools for e-mail marketers, but just because people put items in their cart doesn’t mean they’ll buy them. However, the interest is there, so Responsys suggests you help nudge these would-be consumers along with these tips:

Trigger the timely delivery of e-mail messages to potential purchaser who abandoned their shopping carts;

provide easy access to saved shopping carts;

include quick links to more information about shipping and return policies or alternative methods of ordering; and

offer a special discount to accelerate the buying cycle.

You can download this whitepaper here.