Point Of View | Published June 28, 2017

3 Ways to Improve Your Email Marketing

By: Abbey Tingle
Meers Channel Team

Email marketing is a powerful channel for brands to establish connections with consumers and generate measurable business results. According to VentureBeat, for every $1 spent on email marketing, you can expect up to a $38 return on your investment. Yet, marketers often take a transactional approach to email, or aren’t seamlessly connecting their marketing software to their CRM software. This leads to missed opportunities to create positive brand experiences through this highly effective channel.

By using data to make messaging as relevant as possible and leveraging email at every point along the customer journey, you can make your email marketing work even harder for your brand. We’ve outlined three strategies beyond email design and functionality to take your email marketing efforts to the next level.

1. Combine segmentation with automation to send your audience relevant content when they’re most likely to respond.

Consumers are more receptive to personalized emails (i.e., those using their first name or location), but marketers can get even more relevant by unlocking and effectively applying insights from their subscriber data. According to Campaign Monitor, segmented email campaigns can drive a 760% increase in revenue. Modern CRM software makes it simple to combine demographic data (like gender, location, age, occupation and job title) with behavioral data (including past purchases, opens, clicks and browsing activity) to create hyper-segmented groups of users. As your database increases and you accumulate more data, your segments can get even more narrow and well defined. This does not have to be a time-consuming activity. Using email marketing software to create workflows by setting various conditions and actions allows you to combine the effectiveness of segmentation with the efficiency of automation. Marketers can automate anything from simple welcome emails or reminders to acquisition campaigns – all while using subscriber groups to create a more personalized experience through customized content.

Leveraging this strategy, craft your email content against key audience groups to deliver messaging that is most likely to resonate with each segment. We’ve outlined how this can come to life with a few examples below.

2. Make the most of transactional emails.

Open rates on transactional emails (such as order or shipping confirmations, support requests, account statements or notifications, etc.) are 4–8 times higher than “traditional” emails such as newsletters or promotional announcements. However, most transactional emails are simplistic in both design and content, while newsletters and promotional emails are designed to create a brand experience that drives loyalty and conversion. Marketers should take advantage of the engagement opportunity within transactional emails by creating visually on-brand emails, offering tailored content based on segments or even an unexpected, playful twist in the content, like a bounceback offer or humorous messaging.

3. Approach email marketing not just as a sales driver, but as a way to consistently fuel positive brand perception among your audience.

Because email provides a high return on investment for marketers, it should be used as a powerful, always-on channel to nurture brand–consumer relationships, and not just to drive clicks and conversions. Integrated CRM and email marketing technologies allow you to create highly personal connections with consumers through email without writing thousands (or millions) of personal, one-to-one emails.

While some email campaigns should be created to drive conversion and revenue, consider developing emails designed to create exclusive value consumer in some way. This can include a useful article, a dynamic “happy birthday” email, or a complex use of data to show how a consumer has interacted and benefited from your brand. For example, Spotify consistently leverages user data to send subscribers unique, personalized listening trends and recommendations. By nurturing your subscribers with content like this, you’re setting them up to be more inclined to convert when you do send a sales email later on.

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