1 to 1 dynamic content personalisation is the future of email marketing

I am a big fan of automation, a very big fan. Whenever you can, automate part of your email marketing process. While delivering timely, personalized and relevant content, automation is a big step forward in email marketing maturity of any program. So, the next big thing is Email Content Automation. Few email marketers are currently using it but it’s about to be the hottest trend – and a trend that’s here to stay. Realistically a lot of production time goes into curating, copy-pasting and sorting content. Then there’s compliance and the multiple people who have to give their stamp of approval, checking details they shouldn’t be worrying about. It can take all your time just to manage and get “business as usual” email out of the door. Often that is a huge waste of creative power, time and resources. Wouldn’t…

Chart of the Day: What challenges you when it comes to email marketing? Part 3 of 4.

For email marketers, there will always be aspects of email marketing that are a challenge. This is the third of my four part series pertaining to issues faced in email marketing. We will be looking at the following during the course of the series: Targeting & Segmenting Subscriber list growth Tracking results Main email marketing goal. The third challenge in the series is "Tracking results". Tracking results isn't necessarily the issue, but knowing what to track is. Having the correct Key Performance Indicators (KPIs) is extremely important because you need to know if your campaign has performed well. But metrics vary from business to business. In the chart, we see that the Subscriber list growth is the highest metric tracked at 25% and on the other end of the spectrum is the open rates…

Chart of the Day: Transaction rates are higher among customers who receive multiple abandon cart emails

One of the first things you learn when you begin email marketing, is that email frequency is vital to your campaign. And abandon cart emails are no exception. Experian Marketing Services (EMS), analysed over half a million abandon cart emails sent by several brands in July 2016. EMS found that those customers who received multiple emails (4.6%) doubled their transaction rate. Compared with those who received the one email (1.9%). Transaction rates are defined as the overall percentage of transactions as related to delivered messages (transactions/received) over the time period. EMS also looked at the brands business rules and found that those subscribers who had a 24 hour suppression rule and who received two or more abandon cart emails within 7 days,…

Automated customer lifecycle marketing will be the future of email marketing

To look forward to the future of email marketing 2020 - a report I have contributed to from Litmus, I believe we need to look back to appreciate how little the support for marketers from email marketing platforms has evolved to deliver customised lifecycle messaging. Frankly, I have been amazed how few companies have adopted email as a strategic communications tool for personalised, behavioural based email across the years since I started training on email marketing in 2001.

Research on the adoption of email targeting still shows us a reality where the majority of email marketing involves either no segmentation at all or targeting of just 4 to 6 segments.

So, by mid 2017 I’d like…

What metrics are EMEA email marketers using to measure their campaign performance?

Following on from the  launch of the "Wowing with Contextual Email Marketing" - Email Personalisation report yesterday, I found it interesting how marketers measure the success of their email marketing activities. No matter what type of dynamic content, contextual personalization or segmentation used, the metrics used are largely the same. Most marketers use the basic metrics to measure success 78% of marketers are using Open Rates and Click-Through Rate 58% are using conversion rate 1 in 3 are using "sales value per 1000 emails" Every other metric is used by less than 29% of email marketers For more insight into the state of email personalisation in 2016, download your free copy of the report from our partners MovableInk. The report also includes: Which campaign types drive the most revenue. Welcome series, birthday promotions…? Which…

Just what are the barriers to embracing contextual personalisation in email marketing? Budget? Senior manager buy in? Lack of strategy?

Today we launched our report Wowing with Contextual Email Marketing with our partner Movable Ink: we wanted to share some interesting stats from the report.  We wanted to understand what stops EMEA marketers from using personalisation in their email marketing campaigns due to its potential. As can be seen in the chart above, budget, platforms not up to scratch and surprisingly, a lack of email communications strategy were the biggest barriers. For this question within the report we found that: Lack of strategy was the largest barrier with 45% of respondents indicating this, this suggests that EMEA marketers may be using email without a long term strategy Budget was also a major barrier for over 4 in…

Using tables and flow charts to visualise and plan automated contact strategies

Research shows that behavioural email marketing is a powerful technique to automatically follow-up online customer actions to help increase conversion to sale at a low cost. Here are some common examples of event-triggered email sequences: Welcome sequence for a new subscriber or lead to an email list Welcome sequence for new customer (onboarding) Reactivation of customers or subscribers who lose engagement Abandoned shopping cart follow-up emails Shoppers browse or search on a site but don't buy follow-up Time to repurchase or replenishment emails However, the technique is still used by relatively few companies. One barrier to setting up these event-triggered email sequences is the time it takes to specify the sequences if it's a new approach to the company or agency. The great benefits of event-triggered e-mails is that once set up and tested for effectiveness, they are a low cost…

Email marketing in action. A case study in using something more advanced than MailChimp

I've been a heavy user of MailChimp for many years. And as a tutor and examiner for the CIM's digital qualifications I can see that I am not alone. The majority of my students seem to have experience of the platform and only the very larger brands seem to regularly be using anything else like a fully integrated CRM system for email. MailChimp has some awesome features. And for companies with small mailing lists and limited resources or technical expertise, it's an excellent first choice for regular emailing. But it has some severe limitations. You can't really do much personalisation. Sure you can put a first name in and you can use Autoresponders to send specific emails in response to a trigger but they are complex to set up and lack the sophistication of a more specialised marketing automation…

Which type of welcome email is best for your business?

Welcome emails are key to establishing a dialogue with new email subscribers whether they are prospects who don't know you, or customers who have already bought a product from you. A well-designed welcome email sequence will keep new subscribers engaged and facilitate selling to them in future. If no initial welcome message is sent, the open rate can fall by 25% a few weeks after signing up. So clearly welcome emails are amongst the most important you send and design, so are critical for subscriber and customer retention. In fact welcome campaigns tend to have the highest open rates of any type of email campaign, which makes them even more important to get right.

Developing a Welcome email strategy

So, the arguments for putting time into well crafted welcome emails are clear, but where do you start? Given their importance we have created a new guides for Expert members which…

Optimising your triggered messages - 7 common Mistakes to avoid

Sending triggered email messages or behavioural email marketing is a proven method for improving customer engagement and increasing sales for retailers. However, there is a lot of confusion as to what types of ‘on-site’ behaviours should trigger a message, how it should look and feel, as well as how best to measure the results. There is a big difference between doing the right things and doing things right, so here is a simple yet comprehensive overview that will help you to optimise your triggered messages.

Using the right triggers for your messages

Ask people what constitutes a trigger and the first and often only response will be a shopping cart abandonment. However, these people are missing a trick and limiting their reach by not embracing browse abandonment. This doesn’t…

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