What's the number one reason people unsubscribe from email marketing? The content consistently does not relate to them. If you’re sending email blasts to your entire customer database every time, then the likelihood of this happening is great. Customers want their retailers to have 1:1 conversations with them, not shout from a bullhorn to anyone who might be listening. Below are some tips for developing a more targeted email strategy.
1. Corral and use all of your data points
In ecommerce today, data is being captured and stored in many different places, including:
• Analytics Packages
• Social Analytics
• Email Analytics
• Behavioral Data
• Purchase History
It's crucial when developing targeted messages to understand what you have, what you don't have and how you can use all of this data to mold your messaging around your consumers.
2. Determine an actionable goal from the data you have
Wanting to “send targeted messages" is an inactive and irrelevant goal. Every company wants that. Make your goals actionable and stepping stones toward the 1:1 strategy. Pick a data source and turn it into something useful. A sample, specific goal: "Make use of behavioral data by triggering emails around specific actions on the site."
3. Segment before you shoot
Creating email messages and campaigns requires time and resources. Use a segmentation tool (either internal or third party) that quickly incorporates your data sources and allows for visual representation of segment size. Make sure the group you're after is large enough to be worthy.
4. Consider both explicit data (which is good) and implicit data (which is better)
Research shows that individuals fill out surveys based on who they want to be, not necessarily who they are. In other words, explicit data doesn’t always give you the full picture. Implicit data, on the other hand, is secured by observing what an individual does on your site and sometimes more accurately reflects what a person is interested in or looking for. Make sure you are listening to the customer , both what they say they want and what their behavior tells you. A rule of thumb: Use explicit data, but build your plans around implicit data
5. Automate and time appropriately
Most busy marketers don't have the time to pore over data, segment and build campaigns in hopes of reaching customers with more relevant messaging. Automation and email triggers can do much of this work for you. For example, injecting product recommendations dynamically into marketing emails provides a layer of personalization on a 1:1 level, without any effort from your team. Unique product combinations can be automatically inserted into the emails based on individuals’ explicit and implicit data from your site. Triggering emails based upon site behavior - abandoned carts, category views, back in stock items - ensures timeliness and relevancy. Inject recommendations dynamically into these triggered emails, and you’re talking real power.
1. Corral and use all of your data points
In ecommerce today, data is being captured and stored in many different places, including:
• Analytics Packages
• Social Analytics
• Email Analytics
• Behavioral Data
• Purchase History
It's crucial when developing targeted messages to understand what you have, what you don't have and how you can use all of this data to mold your messaging around your consumers.
2. Determine an actionable goal from the data you have
Wanting to “send targeted messages" is an inactive and irrelevant goal. Every company wants that. Make your goals actionable and stepping stones toward the 1:1 strategy. Pick a data source and turn it into something useful. A sample, specific goal: "Make use of behavioral data by triggering emails around specific actions on the site."
3. Segment before you shoot
Creating email messages and campaigns requires time and resources. Use a segmentation tool (either internal or third party) that quickly incorporates your data sources and allows for visual representation of segment size. Make sure the group you're after is large enough to be worthy.
4. Consider both explicit data (which is good) and implicit data (which is better)
Research shows that individuals fill out surveys based on who they want to be, not necessarily who they are. In other words, explicit data doesn’t always give you the full picture. Implicit data, on the other hand, is secured by observing what an individual does on your site and sometimes more accurately reflects what a person is interested in or looking for. Make sure you are listening to the customer , both what they say they want and what their behavior tells you. A rule of thumb: Use explicit data, but build your plans around implicit data
5. Automate and time appropriately
Most busy marketers don't have the time to pore over data, segment and build campaigns in hopes of reaching customers with more relevant messaging. Automation and email triggers can do much of this work for you. For example, injecting product recommendations dynamically into marketing emails provides a layer of personalization on a 1:1 level, without any effort from your team. Unique product combinations can be automatically inserted into the emails based on individuals’ explicit and implicit data from your site. Triggering emails based upon site behavior - abandoned carts, category views, back in stock items - ensures timeliness and relevancy. Inject recommendations dynamically into these triggered emails, and you’re talking real power.
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