Welcome back! In this blog post, I will cover the remaining 2 strategies for how to turn your email data into revenue. To review, we already covered in Part 1: Stop & Assess and Segment Your Audience. Let’s dive right in!
Strategy 3: Engage With Your Audience
- Set Goals for Each Segment
- Convert leads into customers
- Retain existing customers
- Get Ratings & Reviews
- Increase referrals
- Determine what information they use to make their decisions. It is important that you ensure your emails are gathering this information and storing it somewhere like your ESP or internal data warehouse
For example, if the goal is to retain existing customers, there are quite a few ways to accomplish this:
- Thank them for choosing you
- Push them to join a community
- Offer them opportunities to voice their opinions
- Show them other products that work well with what they have
- Ask them why they purchased and what they want next
- Engage. To do this, build a program that uses the customer’s preferences to drive engagement. If you already have a preference center in place- that will be the first place to go to gather information on your customers. If you don’t have a preference center-not to worry! You can use progressive profiling (if your ESP allows for it) to obtain preference center type information on your customers.
- A good example of this could be asking who and what they plan to shop for this upcoming holiday season. You can then follow up with email campaigns that are tailored to those specific answers
Strategy 4: Convert
One of my favorite quotes that ties to this section is from Anita Campbell of Small Business Trends: “You can’t expect to just write and have visitors come to you – that’s too passive.” She has a great point. Too many times marketers put campaigns in place without thinking through what the point of the communication is. You need to set goals and objectives for each and every campaign to ensure you are sending the right message with both content and visuals.
For this final strategy, there are a slew of campaigns that can be created based on the data you have available and the segments you put in place based on the last blog post:
- Welcome Series (this one is an ABSOLUTE MUST). It is very important to set expectations with new subscribers to set them up for success
- Thank you (After subscription/purchase, after order delivery, important days and milestones)
- Replenishment- here it is very important to know YOUR buying cycle as everyone is different (replenishment, product reminder, upsell)
- Winback campaigns (winback offer, still active on your site, not active on your site)
- Birthday emails (Who doesn’t like to receive these? These can easily be sent with or without an offer as long as you have the data)
- Progressive profiling
- Post Purchase (product reccos, transactional, next purchase, lapsed purchase)
- Browse abandon
- Cart abandon
- Ratings & Reviews
So I just spouted off a lot of information to you, and you’re probably thinking- this is great but I have a small team and there is no way I can get to everything. I have been in those shoes before. The most important piece of information I can give to you is to START SOMEWHERE. Whether you are part of a large team or a team of one, you can always start somewhere. If you are a larger team and can handle more, dive right in and get started. If you are a smaller team, decide what is MOST important to you to get done for the year and start from there. Something everyone can do fairly easily is test. You can start from as simple as subject lines and preheaders or get more advanced with content. Either way, testing provides valuable information on your customers that you can use when you are crafting your messaging.
The EEC is chock full of knowledge in the email world. From deliverability to design to strategy- we have it all. Whether you want to check out our annual conference, browse some email marketing basics, or become a member and have coffee with some of the industry’s most coveted email marketing experts- the EEC has a place for everyone.
Jennifer Hoth, Sr Relationship Marketing Strategist at DEG, Linked by Isobar
eec Membership & Marketing Subcommittee