An in-depth understanding of customer requirements and needs will enable marketers to enhance the effectiveness of email marketing.
FREMONT, CA: When it comes to marketing, businesses can’t afford to undermine the essence of email marketing. In 2017, global email users rounded up to 3.7 billion, and the figure is expected to grow up to 4.3 billion by 2022, which is half of the world’s population. Further, email marketing has massive potential for a high return on investment. In fact, email marketing generates the best engagement as well s profits when it comes to digital marketing strategies. Despite the above fact, email marketing can also be challenging sometimes. Modern marketing approaches tend to utilize technology, as well as the availability of user data to optimize email marketing.
The industries have realized the essence of data, and organizations are spending lavishly on data-related technologies. The efficacy of email marketing can also be increased with the aid of data and analytics. Here are the major data-driven email marketing strategies that can increase the effectiveness of marketing campaigns.
Prioritizing the Existing Subscribers
Digital marketers put a lot of effort into growing the email list. While expanding the customer base is essential to business, keeping the existing customers engaged is equally important. Moreover, it’s easier to engage the existing subscribers than winning the trust of the new ones. As a result, it’s also easier to generate business from the existing customer base. According to a report, acquiring new customers can be five times more expensive than retaining existing ones. Another report suggests that a 5 percent increase in customer retention efforts can boost profits by almost 95 percent. Relevant notifications demonstrating the new marketing offers or campaigns and how individual customers can benefit from those campaigns will boost the brand image as well as customer loyalty.
Segmentation of the Subscribers
Modern customers expect personalized content. In fact, irrelevant marketing campaigns can negatively impact the business. Thus, marketers are segmenting customers to attain the objective of providing personalized content to customers. Customer segmentation can be carried out based on several factors such as age, gender, geographical location, and even the education level of the consumers. However, segmentation of the customers based on their behavior will enable the marketers to offer a much more personalized experience to the customers. Segmentation of the customers based on the emails they opened or the offers or a promotion that they clicked is a way to tap into the customer behavior. Promotions based on subscribers’ purchase patterns or the recently bought products can also aid marketing efforts. Since every individual is unique, it gives an endless opportunity to the marketers to segment the customers based on a number of factors.
Using A/B Testing
Email marketers often experience lower open rates than expected. While generating engagement can be challenging at times, there are certain means to address the issue. For instance, A/B testing enables marketers to understand the expectations and interests of their subscribers. A/B testing involves sending two variations of the same email to different groups of subscribers. The aim is to determine which of the email variant is more effective before one of them can be sent to the entire list of subscribers. Various aspects of the email content can be assessed with the help of A/B testing. For instance, a subject line can be tested to see of the subscribers respond better to short or lengthy subject lines.
Further, the structuring of the content can also be analyzed based on the subscribers’ responses gained from the test lists. Offers can also be tested using A/B testing. For instance, one of the email variants can offer a discount while the other can offer free shipping. Based on the subscribers’ reaction, emails can be restructured.
An effective email marketing strategy includes a number of customer-centric aspects. An email marketing strategy that manages to reflect the subscribers’ interests will receive maximum engagement.
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