Bombarding your customers with emails is a sure-fire pathway to an unsubscribe and it’s all about delivering value at the right times.
Using the wealth of data you’ve got about customer behaviour lets you optimise your email campaigns and have better interactions, relationships and ultimately, more sales.
Sounds good? Thought so.
Moving Beyond Volume-Based Marketing
We’re learning more and more about customer behaviours from analytics all the time. And this isn’t new, but working out how to use the data you collect will mark you put from your competition.
It can be hard to know where to start, but it’s definitely not with a numbers game approach. More emails doesn’t mean more engagement. Customers are now expecting content with personalisation – whether that’s discounts or offers relevant to their habits or at times that make sense to them. When content is generic, it gets overlooked by customers.
Delve into your data and segment based on metrics you’re interested in, such as buying behaviours and come up with creative ways to build specific campaigns for certain groups. Selling is emotive.
The Importance of Data Quality
You’re always going to be using CRM data but you need to ensure that it’s always accurate and actionable.
Yes, you can collect data but make it clean and structured data, so regularly audit and remove inactive contacts, improve segmentation and track meaningful behaviours.
It doesn’t matter how funny or creative your content is, if you’ve not teamed it with decent data, then your campaign will struggle to land with your customers. Don’t waste your time and effort, make it count.
AI with Intent
You can’t move for hearing about AI in marketing, but it’s all about how you use it and using it with good intent. You don’t have to use it for the sake of it, make sure you have clear intent behind what you want to achieve. You can use it to optimise email send times, predicting buying behaviours and personalising customer journeys.
Use AI to enhance your marketing, instead of thinking it can replace it.
Email as a Revenue Booster
Email is such an important sales driver for a business. Even more because of how much of a privilege it is for a customer to subscribe because of a stricter privacy mind-set. When a customer subscribes to your business, it’s something that should be treated really carefully and nurtured over time.
From lifecycle campaigns to personalised product recommendations and re-engagement content, email has the potential to deliver growth again and again for a business
The Rising Cost of Getting It Wrong
Campaigns that aren’t planned or tracked properly mean that you’ve got weak measurability when trying to generate the most value and work out how you can do better next time.
When you’re competing with other brands in someone’s inbox, it’s important to tweak and make changes to ensure you stand out.
Why This Matters Now
Investing in strong data, good content and thoughtful emails gives you the best chance at being seen and making sales.
For any tips and advice, get in touch with DOWO today.