There are several tactics you can take to increasing e-mail relevance, all relying on marketing ingenuity and information contained in your customer database. These tactics can be broken down into six key elements that characterize relevant e-mail, and are guaranteed to increase customer engagement and e-mail productivity.
- Segmentation - Why broadcast an e-mail campaign if you have the ability to target specific audiences? Use the data you have on customer demographics, preferences, location and behavior to segment individual groups who share the same attributes. Your audiences will be smaller but far more qualified and responsive.
- Personalization - You would be surprised how many companies are not even marketing to customers on a first-name basis. Use the customer data you have to personalize the content based on profile, attributes, location, status, preferences and behavior.
- Lifecycle management - Is the customer new to your business, a loyal shopper or no longer active? Being able to key your messages to a person's place in the customer lifecycle will help you refine your programs and optimize retention efforts.
- Triggers - Whenever possible, your e-mail marketing should include programs that are driven by customer status and behavior. There are applications that enable you to automate these programs, ensuring consistency in the way you handle welcoming new customers, up-selling certain products or following up with those who abandon their shopping cart.
- Interactivity - Indulge your customer's curiosity and feed her need to be entertained. Include a clear call to action as well as interactive elements that engage customers, such as a preference center, survey or information links. Always leave the customer wanting more.
- Testing and measurement - Understand the impact your e-mail program has and how to improve it by employing valid control groups, A/B testing and any available metrics.
Relevance isn't easy. It requires a confluence of customer data, targeting tactics, marketing expertise, process, and technology. But as an email marketing strategy, the impact relevance can have on both customer engagement and profitability makes it worth the effort.