Posts Tagged ‘triggered email campaigns’


Even though it’s likely you are still focusing on your Christmas ‘recovery’ and easing back to work, it’s never too early to think about your 2013 email marketing program.

For some this year might be about reviewing your budget and allocating more resources towards your email communications program in order to set in place the best of the basics.  If you are already more established and ‘mature’  in your approach to email then you are continually reviewing your email communications program and are evaluating it to see how you can enhance what you’re doing.

Either way if you really want to power up your email marketing, below are some of the biggest shifts and trends at the moment that you should now seriously be thinking about how you could make this work better for you.

1. From mobile optimised to mobile first
Given that most email opens now happen on mobile devices, simply optimising your email message for mobile devices is becoming more of an outdated notion. On the other hand – while optimising designs for mobile is now crucial, don’t forget that context is just as important. And a mobile first approach means that landing pages and your Web site are also designed to convert mobile readers of your email.

2. From dry to juicy
Things have changed in the way customers expect to communicate with companies and what they want from them. Gone is the notion of editing content to within an inch of its life to take out any human presence and get it past the lawyers. It’s now about taking a different approach that involves sending content that educates, informs, engages and entertains. This doesn’t mean you abandon your professional corporate speak for the ‘LOL’-speak, however it’s about balance – customers just want to know they are dealing with humans that care.

3. From 1-1001 to 1-1
Batch and Blasts (where everyone gets everything) should have died out along with the Spice Girls. So it is really time to shift to automating more parts of your email program, where the subscribers themselves determine the frequency and cadence of the emails they receive through their own purchases, check-ins, behaviour and interests. It is those smart cookies that use the data they have to deliver real-time emails with truly dynamic and personal content.

4. From welcome message to boarding program
There is a shift away from firing out a ‘welcome’ message and then dumping subscribers into your main communication feed, to gently warming them up with a series of on-boarding messages that are tailored toward new recipients.

5. From one-off to email series
Did you know cart abandonment follow up emails get the highest engagement rate of all emails? Followed by birthday series emails.  Reports show a three-part birthday or cart-abandonment series always significantly outperform a single email. We have heard of people getting average conversion rates of 22%, 15% and 24% with a three-part cart-abandonment re-marketing series. How much money would it have lost if it had stopped after the first message?

Worth thinking about…. Email or call us if you want to talk strategy and email communications planning for 2013, we are elbow deep into work with many clients already and in the coming months they will be very pleased we did!

 

In follow up to the two earlier posts (it’s not my birthday, and it is my birthday)! about the opportunity to use date fields in your database to send personal and relevant eDM’s to your clients, I am here to report that a grand total of 2 organisations have used my birthday for an email campaign.

Robin Judkins is from New Zealand, the longstanding master of the Speights Coast to Coast.  Robin’s email is personalised in great detail (click on it to see detail), focuses on the fact that birthdays are a good time to review and set goals, and he reminds me that I haven’t re-registered for my second shot at the world’s most gruelling multi-sport race.  Simple, effective, personal and appreciated.  (P.S. I’m planning for a repeat in 2012 if you’re up for it?)


Banana Republic is from the USA.

I only subscribe becuase a lot of our clients are retailers and we like to get the best form the rest to be continually able to offer tips and advice as well as examples of best practise.  I haven’t ever purchased online from them, but they clearly have a triggered date program that sent this to me.

No personalisation as such other than they sent it in November which is my birthday month, but it’s better to do something than nothing, and this is a something.

I’m sad to say none of our own clients sent a birthday campaign, automated manual or otherwise, clearly we have a lot of work to do to convince them that this is worth doing or they would be doing it, surely?

Hey retailers? Suppliers? Ecommerce websites? Professional services?  You have my birthdate on file, why not use it and see how much money you can get me to spoil myself with – it’s only once a year and you might just find out that I’m worth it.

I’m so sure this is a great opportunity that I’m happy to talk to you and get something started as soon as you are ready – let m know.

Conversely – if you don’t do birthday or anniversary eDM campaigns and you think you have a good reason why not – tell us why in the comments below, please.

Lastly – there is NO linking or promoting to Social Media going on here… when I know for a fact that most people who do know its my birthday find our via a Facebook update.  There is the perfect and relevant opportunity to wish your customers the happiest of days, and also encourage them to share the wishes with their networks, allowing you a branding opportunity that will reach as wide as their peer group does.  Now that’s bang for your buck.  For other posts about this type of sharing see SWYN, and Free Money.

I’ve got a year to get some action round these parts – how hard can it be?


See this post in the same topic http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=151226