Engaging users via email is becoming more and more challenging. Recipients of emails are overwhelmed and reaching them enough to even open the message is becoming a tough nut to crack. The whole situation is further complicated by the advent of regulation in the form of GDPR. How do you target the right group of users and reach them with what, so that you can become the king of email marketing?
Avoid spamming with offers that no one is interested in
If you want to engage your customers, show them your interest. Not interest in the money they spend with you, but interest in what they actually enjoy and want to buy. Go to the trouble of creating a customized offer for your clients. Send them a discount on similar products they have purchased from you in the past. This avoids missteps, such as offering a new ski collection to a person who roller skates or a special offer on cat litter boxes to an enthusiastic dog walker.
Your new mantra: personalisation
There’s nothing more important than really knowing your customer thoroughly. There’s no point in shooting from the hip. Focus on the details. What does he enjoy? What are his buying habits? Is he single? Does he have kids? Does he have a pet? Does he live in a larger city or in a rural area? What is his occupation? The only way to get ahead of the competition is to aim for the black. And you can only do that if you are really very good at personalisation.
Bet on automation
To do email marketing well, you can’t do without marketing automation. You’ll be able to test different versions of your emails, with different subject lines and content ordering. The output you get will make it much easier for you to achieve your goal of increasing the success rate of your mass mailings. If everything is automated, you won’t need to intervene, which will lead to increased campaign efficiency and reduced costs. Finally, the smart system can handle highly personalized emails, such as birthday or name cards offering a discount on a product whose page the customer has visited repeatedly.
Customer loyalty over gold
It’s a well-known fact that getting a new customer is significantly more expensive than keeping an existing one. Give your loyal customers the care they deserve and know that it will come back to you a thousandfold. Alert them to new products on offer, send them an offer of consumable parts for a product they have previously purchased. Your goal is to increase customer loyalty and encourage them to buy from you again and again.
Watch the stats and learn from them
Remember that your work doesn’t end when you send an email. As important as the actual preparation of the campaign is the evaluation afterwards. Only by doing this can you improve and further optimize your emailing. For example, you can easily see from the resulting data what time of day your emails are opened most often. Tailor your next send to this and increase the success of your campaign.
Don’t underestimate GDPR
Your emailing campaigns will be especially successful if you have a quality database of recipients. So don’t forget to renew your current consents to receive commercial communications as required by GDPR.
Don’t know what to do or don’t have the time, yet you would like to communicate sophisticatedly with your clients using a direct mailing channel? Contact us and our specialists will take care of it for you and will prepare or teach you how to use this tool.