9 Digital Marketing Megatrends for 2018
9 megatrends across the 5 pillars of marketing today which every business should actionDownload Guide
I work in client services for one of the UK's fastest growing email service providers. Although I deal with numerous different organisations and people at various levels on a daily basis, in most cases the range of email topics we discuss is broadly the same.
Here are some of the questions clients most frequently ask:
I guess it's sometimes easy for me to forget the fact that, while email is my daily bread and butter, this isn't necessarily the case for clients. Sometimes I lose sight of the fact the email principles and guidelines I take for granted, because they’re 100% clear to me, are not so easy to understand or grasp for marketers who regularly deal with a range of direct marketing channels.
So, here are some of the 'pearls of wisdom' I dish out on a daily basis. I hope there is something here of use to you.
Some the following points may help you gain buy-in on the importance of email as an effective marketing communication tool from a wider circle of people within your organisation.
1. Email still has significantly more accounts than social media
Email hasn’t been killed off by social media. And, it’s still maintaining its post-recessionary position as the most measurable marketing channel. To put this into perspective, let the numbers do the talking……….
There are currently 3.2 billion active email accounts globally, and this figure is still growing. In comparison, there are currently 750 million Facebook accounts and 300 million accounts on Twitter.
The average person receives approximately 64.8 emails a day, compared to 0.08 on Facebook and 0.47 tweets. So, it’s fair to say that, while social media certainly has revolutionised modern day communication, it certainly isn’t the huge threat to email that some are making out. And, for an online business, social media is far from being a lucrative sales channel.
Email has been described as the ‘workhorse’ of marketing and that’s exactly what it is.
Email is inexpensive and, if it’s done right, email works hard to deliver maximum results with minimal effort. The days of ‘spray and pray’ are long gone, however.
It’s now time to get to grips with your database and use eCRM effectively to make your email marketing programmes work for your organisation and deliver the best results.
2. Get the most from your technology
Whether you’re using an internal email system or one of the multitude of professional email marketing platforms available, it’s important to ensure you’re making the most of the tools at your disposal.
3. Know your customers
Understanding your recipients and their lifecycle stages will help you segment and target them more effectively.
You will be sending a lot less email in a highly targeted way and achieving better results – the old mantra; ‘right person, right message, right time’.
The most common customer lifecycle stages correspond to the following segments:
Common lifecyle group A: Prospects
Common lifecyle group B: 1st time buyers
Common lifecyle group C: Established customers
Common lifecyle group D: Premium customers
These are the customers you need to keep loyal. There are various types of loyalty programme you can implement, from a traditional ‘collecting points to buy products’ type to alternative approaches, such as:
Common lifecyle group E: Lapsed customers
Depending on your organisation and the average sell cycles and buying patterns of your audience, you can implement a variety of reactivation -type campaigns. Once again, each campaign is based on ‘last purchase date’ triggers:
Finding the right programmes and techniques for your specific organisation is the key to email marketing success.
4. Reap the rewards
Ultimately, the more targeted and relevant the campaigns to your customer base, the higher your ROI. It’s a no brainer – so ‘get relevant’!
Julia would also like to thank Sarah Dyer, marketing manager at emarsys for her input, a collaborative effort!
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