Learning from 6 layered targeting options used by online retailers that can be applied to any business
There are many different levels in sophistication of targeting for email marketing. In this post I'll run through some of the most common examples used by retailers since I think they can often be applied to companies who don't sell online like relationship-building or B2B companies.
Here, I will outline what I see as the 6 most common segmentation approaches. More details are available in my book Total Email Marketing and my more recent 7 Steps to Email Marketing Success Ebook on Smart Insights.
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Chart of the Day: We all know we should send targeted email marketing - so why aren't we?
"Good advice is always certain to be ignored, but that’s no reason not to give it."
― Agatha Christie
From being young we are given good advice like, "don't eat mud", "fire is hot" or "don't eat too many sweets". I don't know about you, but I still ate mud, burnt my finger and binged on sherbert. Now we are adults, we are still given advice and email marketing is no different. We know that targeted marketing has a better Return on Investment (ROI) and engagement rate, but why don't we all do it?
In the below chart, we see that a plurality of companies across almost all industries still have no targeting and everyone gets the same message. Publishing and media seem to be the worst, at 56%. Whereas Online Advertising Network has 28% using…
Chart of the Day: What challenges you when it comes to email marketing? Part 1 of 4.
For email marketers, there will always be aspects of email marketing that are a challenge. The below chart looks at the various areas that email marketers are struggling with. I will be doing a 4 part series of issues pertaining to email marketing.
We will be looking at the following during the course of the series:
Targeting & Segmenting
Subscriber list growth
Main email marketing goal.
There is no real surprise that "Targeting & Segmenting" comes up with the highest score of 40%. For most, the main issue will be the clients' data records. They will be inaccurate, out of date or incomplete. The more data you can obtain from your clients, that is relevant to your business, the more tailored you can make your emails. Segmented email campaigns have…
Chart of the Day: Black Friday and Cyber Monday Cart Abandonment Rates Jump to 68%
Cart Abandonment is the scourge of e-commerce retailers everywhere, and this year it seems to be on the increase, particularly where there are promotions. New data emerging from the two busiest ecommerce days of 2016 (Black Friday and Cyber Monday) shows extremely high cart abandonment rates across the board. These are particularly high on mobile devices, where 78% of carts are abandoned.
E-commerce retailers should be asking themselves, are 4 out of 5 people abandoning their carts because they're having second thoughts about purchasing, or is it because the checkout pages aren't properly optimized for mobile? If a customer has to use fiddly forms that are hard to complete on a Smartphone they are far more likely to abandon their cart.
It's not all bad news though. Although the cart abandonment rates are huge, many of these customers can be nudged…
Results from an assessment of personalisation show the value of segmenting emails and nurturing leads to get the best results
These two infographics summarising data from a range of sources show the continued importance of email as a marketing channel and give some useful email marketing stats, which show email marketing tactics that are most effective.
Segmenting your emails is a must if you have a large database, otherwise you will have far lower open rates and considerably higher unsubscribe rates. Using automated email marketing to nurture leads is also highly effective, since it dramatically increases the amount the average lead spends and nurturing prospects increases the number of leads by a whopping 451%.
Thanks to Mailigen for recommending this infographic which are part of a series you can access…
The latest research suggests many marketers are missing out on the benefits of automated Email marketing
The Email Marketing Industry Census 2015 from Econsultancy and Adestra shows a slight improvement in Email marketing automation and overall it seems that there are many enthusiastic adopters of Email Marketing Automation.
43% of email marketers agreed they have advanced marketing automated/email messaging functions and 2/3 of the respondents are using' subscription or sign-up to website' emails.
But when you look at the type of automated emails used we see a different story. Although there are steady year-on-year improvements across most types, the rates of adoption are still surprisingly low. For example, one third aren't using 'onboarding' emails when someone signs up. Two thirds aren't using follow-ups based on content viewed on site suggesting their email systems and web content tracking aren't joined up or no rules are in place to trigger these emails.
New DMA research shows the trends in email effectiveness - which these types of emails work for you?
We are excited to share the findings from the DMA's 'National Client Email Report 2015' which has just been published. It reinforces the effectiveness of email as one of the core digital marketing techniques and shows that email marketing is still growing in popularity and its success is derived from an integrated marketing approach, accessibility to Marketing Automation and being impacted by the rise in mobile with an email-mobile relationship, which they refer to as a 'mobile first-medium'.
Companies are seeing return from continuing to use email marketing - according to the report Email has an average return of 38:1!'
Which emails generate the most revenue?
We know intuitively that effective emails are personalised, so it's good to see an improvement in targeting practice with revenue from unsegmented emails to the whole list…
Customers have similar traits but are not all alike and should not be spoken to with a single message in the same manner and tone. This was initially looked at in an earlier article ‘Talk to your customers or talk to your customer?’, but once the need to communicate with and not at all your customers is understood, providing different messages/offer/content using surface level details is a tempting approach, for example splitting the message by gender and/or age group.
This approach assumes that the surface level details represent the best groups of customers which will not always be the case. Looking at the sand in the first image at first glance all the grains seems to be identical with some obvious differences becoming apparent when a more detailed…
Email marketing best practice - 4 Smart techniques to resend to your non-openers for your email campaigns
If at first you don’t succeed – try and try again. It’s a message that’s been drilled into us since childhood, but how well does it stack up against improving your email marketing?
For a long time it has been argued that resending emails to recipients that didn’t open the first time around could do more harm than good, but there is also a lot of evidence to suggest it can be an effective way to re-engage with your subscribers so long as you proceed with caution. Here are 4 simple, practical techniques that we have found effective.
1. Only resend the most important email campaigns
Suppose that every time a subscriber left one of your emails unopened, you resent it. Imagine how annoyed your subscriber would get. It probably wouldn’t be too long until they unsubscribed from all of your…
Creating more relevant personalised communications
Receiving messages from a company you have never spoken to can be annoying and intrusive at best, often referred to as spam. Therefore, gaining permission to speak is a critical element in building a relationship with your customers, but using this right to broadcast the same communication to all customers will eventually turn your message to “noise”. Having a conversation is not a one way speech, but an interactive communication which listens and speaks to, not at the customer.
Within the travel and tourism industry the need to provide the personal touch is a key differentiator of single and smaller hotel chains, with the service and attention to detail making the experience memorable and distinctive. This unique and distinguishing service is often carried across to the digital world, with some very elegant, evocative images and…