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Every irrelevant email is a missed opportunity that costs you engagement and conversion

Whether you’re cross-selling, up-selling, fighting cart abandonment, or a content site working to keep your visitors returning and engaging, the key to effective email marketing is that your messages are personally relevant and well-timed. That means your emails must be personalized and intimately connected to your visitor's behaviour.

[si_guide_block id="93629" title="Email marketing re-engagement and reactivation guide" description=" Learn how to re-engage inactive subscribers in your email database and turn lapsed subscribers into active customers. The guide is produced by email marketing experts and offers recommendations on different angles of email reactivation, including the problem of inactive subscribers and provides advice on how to improve the health of large email databases."/]

Here are three examples of personalized email strategies, for different sites, that exceed the norm, and keep visitors coming back for more.

For a content site

Increase engagement and retention by sending personalized…

Email marketing can be an incredibly powerful tool, often offering a return of 30 times your initial investment. But, like any tool, it can only work well when handled expertly

Whatever your choice of marketing tool may be, the main aim is bound to involve maximizing the return on your business earnings. Email marketing is no different. After all, you are in business to make a profit, and who doesn’t want their venture to be as successful as possible? If you’re new to email marketing or, indeed, marketing in general, you may still be getting used to the various acronyms and buzzwords that tend to fly around. So, let’s start with explaining precisely what a ‘return on investment’ (ROI) means.

It's all about ROI

The world of business, no matter which industry you are in, is very fond of acronyms, buzzwords, management-speak, and all manner of jargon. This is great when you are embedded…

The DMA’s head of insight, Tim Bond, discusses why its research points towards the GDPR having a positive impact on the relationship between consumers and brands

Consumer behaviours and preferences are constantly evolving, alongside the rapid pace of technological change. In particular, 2018 saw a number of significant changes to this landscape, not least the prospect of Brexit and new laws governing how marketers go about their daily lives. For these reasons, it was a timely opportunity to see how recipients of our marketing emails feel about the channel as part of the latest 'Consumer email tracker 2019' report. In an age of innovation and change, one of the most encouraging findings was that email remains central to how customers engage with brands across the countless touchpoints now available to them. [si_guide_block id="99357" title="Download our Premium Resource – GDPR and ePrivacy briefing for marketing professionals" description="In this report we cover…

More valuable tools and technologies are to come for marketers this 2019, but it will only serve you well if you understand what lies in the future for email marketing

There are around 3.7 billion email users in the world today, with the figure likely to grow to 4.3 billion by 2022. This makes email marketing a viable strategy to put your efforts into, especially as the ROI for it is around 3,800%. It also remains an important source of information for B2B companies. No matter how useful email marketing is for your digital outreach, it still doesn’t warrant unwanted emails. According to a survey by DMA Insights, 53% of consumers say that they receive too many irrelevant emails from companies. More valuable tools and technologies are to come for marketers this 2019, but it will only serve you well if you understand what lies…

62.26% of customers feel happy and excited to respond to a specially tailored message from the retailer

The personalization of emails is not just limited to sending emails to your customers addressing them by their first names - it’s so much more than that.  You can use personal information like their date of birth, full name and past purchases to create personalized customer experiences. This can be incredibly beneficial as personalized emails are known to increase conversions and retention rates. In fact, 62.27% of customers feel happy and excited to respond to a specially tailored message from the retailer. This shows that you need to send tailored notifications to your customers based on their preferences. Let’s take a look at some examples and the infographic by Post Funnel. This will give you an idea of how to effectively use personalization in…

The way you design and code the emails can either create barriers or remove them

Emails are getting more and more popular with each passing day. However, it still needs work to make email marketing an inclusive place that everyone can use and understand. The way you design and code the emails can either create barriers or remove them. [si_guide_block id="5508" title="Download our Premium Resource – Email marketing strategy guide" description="This comprehensive guide shows you how to take your email marketing strategy to the next level, covering a lot more than tips to improve your creative and copy, although we do cover this too."/] Great email design starts by making it work for everyone. Everyone here includes the ‘specially abled’ individuals who perceive the world differently than the average user. Design does not simply imply how something looks. It surely is visually impressive, but it also meets the real needs of your readers. I…

Which activities improve the results from email marketing

Time is often limited when creating emails and planning marketing automation activities, so it’s useful to focus your activities carefully in order to gain the best ROI. This new research reviews the success factors for email marketing, which is a highly rated channel for ROI. Brands that describe their email marketing programs as successful report generating an average email marketing ROI of 42 to 1, while average email programs report an ROI of 37 to 1. Yet similar to our Email marketing excellence research this research shows measuring the ROI is challenging: Beyond measurement, the research examined a wide range of factors. The visual below is worth reviewing since, as the report details, there are some surprises amongst the ones that were associated with increased ROIs and by some of the ones that weren’t. …

Send the right message, to the right person, at the right time: Automating your campaigns

Automated campaigns are the backbone of a successful email marketing strategy; campaigns that are set up within your email system and send automatically based on specific rules. In this blog post, we will cover 5 automated campaigns to consider as part of your lead nurture sequence. [si_quick_block id="115280" title="How to create a lead nurturing strategy" description="This guide will show you how to create an effective lead nurture strategy for B2B and B2C. The majority of new subscribers you generate and bring onto your email programme will not be ready to buy from you, hence, lead nurturing is a crucial part of any well-structured email strategy."]

1. Welcome series

This is often the first impression that a prospect has of your brand and gives you the opportunity to immediately start to build a relationship with your new subscriber when they…

6 emerging email and marketing automation trends to help inform your 2018 email marketing communications strategy

Email marketing continues to be a vital communications channel with the DMAs latest Email tracker showing that email receives 30 times return on investment on average. 95% of respondents rated it as 'important' or 'very important' to their organization. Yet competition in the inbox for attention from email subscribers remains fierce as social media remains important and competitors optimise their approach. [si_guide_block id="44461" title="Download FREE Resource – Email trends 2018: A visual guide" description="Review your approach to email marketing by reviewing the latest trends."/] So, it's important to review the success factors to improving email ROI, which we summarise in this article with the help of the email specialists who kindly contributed their views and predictions on the trends which will be important in 2018. While some of these are not 'new' techniques, they are increasing…

Email marketing may not seem as sexy as some marketing channels. But when it comes to results, it leaves the rest in the dust

Research by McKinsey tells us email is 40 times better at acquiring new customers than Facebook or Twitter. Once you’ve got customers buying from you, email is your best opportunity to increase their customer lifetime value. Customers who receive your emails spend 138% more, on average, than those who don’t subscribe. There’s a tonne of clever stuff you can do with email. So much so, you’d never have time to do it all manually. This where email marketing automation comes in. Automating your email campaigns allows you to get ahead of the competition, automatically. It frees your team from repetitive tasks and enables you to use intelligent personalization without breaking a sweat. But which automated email campaigns should you start with? Here are ten campaigns you can easily implement…