Many companies still rely heavily on daily emails in their marketing campaigns and this is a big mistake. I see this every day with customers, many of whom are reluctant to move from daily email campaigns to a more personalized and focused approach.
What should you do?
So it’s time to break your bad habits and forget about the daily explosion of email. But how do you make the change?
Find out how to get started.
Isolate a single segment.
To customize your emails campaigns, you need to start small. Don’t throw your existing campaign strategy out the window and start over; just exclude a segment of your explosive campaign and instead focus on meaningful content, such as an exclusive offer based on your past purchases.
Start with new customers.
Your new customers have not yet formed an opinion about your campaigns and are therefore a good target group to try out. Put yourself in your new customers’ shoes: Imagine you’ve just closed deals with a new brand; you probably don’t want to receive difficult sales emails right away; instead, you might prefer a series that includes a resignation letter and an email to make sure you’re happy with your purchase. After the first connection, you may be more open to an offer for a similar product, a sales message that matches your preferences, or information about other offers.
Make your content stand out by doing less.
Design your content to look different from normal explosions. Use cleaner models to reduce clutter. Your customers are bombarded with hundreds of marketing messages every day; make yours stand out by giving your eyes and mind the rest they need.
Measure and repeat
Assign a steering group to your new campaign. And if you repeat this campaign to new customers and enter new data, you can determine the effect of your work. However, it’s important to keep in mind that general metrics like clickthrough rates or open rates can be misleading as you don’t have a real way to monetize the actual campaign. The only way to scientifically measure campaign impact is to assign a control group to each campaign submitted.
Do you like what you see? Go ahead.
Other key segments to target individually are reactivated customers (similar to new ones), paying customers who have the option to pay, or canceled customers. When reaching out to customers who have lost their jobs, remember that you’re not losing money by eliminating them from your daily attacks because they’ve already left their mark.
Prioritize and exclude
Once you’re satisfied with the results, you’ll want to assign custom campaigns to other segments. By using prioritization and exclusion, you ensure you can do this while using daily attacks for the rest of your customers. Exclude the segments you currently target from your broad reach of customers and prioritize your personalized campaigns. This strategy follows you less often with more personalized campaigns, but with greater profitability.
Over time, focus more on your customer base with custom campaigns.
When you repeat the steps above for more segments, the number of customers your daily batch will receive will significantly decrease. Emails Ideally, your daily attacks should act as a standard bucket for those parts of your marketing plan not covered by personal campaigns.
Rethink the purpose of your explosive email campaigns.
Consider other ways in which daily instant e-mail can be effective. For example, they can be redesigned for special occasions (back to school, Valentine’s Day, monthly sales, etc.) to accommodate your entire customer base.
If you take this approach to align your campaigns with your customer base, you can go from an outdated email strategy to an intelligent targeting strategy in a matter of weeks, resulting in measurable revenue growth.