#1: The evolution of email marketing.
Our ambitions on increasing our conversion rates force us to climb what you could the developmental steps or stages of email marketing. Is it personalisation – in the shape of “Dear [first name]”, a customization of the content to match the recipients’ interests or their previous behavior, – or a fully automated email flow, that makes the biggest and most defining difference on our outcome? We must carefully consider and evaluate the effort and work we need to put in compared to the potential returns, these efforts might bring us. Our goal is a conversion.
Our emails are aimed at converting clicks in our email to the actual selling of a product or service, to increase our customer database and to maintain our good customer relations. Several surveys show that email marketing is still the best and most effective tool in order to achieve this goal. But the surveys also tell the story that maybe it’s time to sharpen our knives. Did we stay on top of the development – or what does it takes of us, if we wish to take the next step?
We’ll provide you with an overview here:
|The developmental stages of email marketing||What does the term mean?||What does it require of your company to use this form of email marketing?||What is the reward or the return for your company/the customer?|
|1. Static emails||You send out the same email to your entire database of recipients.||You need to collect the email addresses of your recipients – and then import the list to an email marketing system.||You ensure that the customer remembers your presence as suppliers. The generics emails are in the high risk zone of unsubscriptions, since the content easily can be perceived as irrelevant, since it’s the one size fits all-standard. Make sure to secure your permissions.|
|2. Segmented emails||You make more than one version of your email or newsletter – targeted the segments, you’ve made for your recipients. The content is basically still static.||You have to divide your recipients into groups – based on the kind of products or services you wish to offer them.||There are so many different reasons, why some people buy – and others don’t. The segmented customer list takes these differences into account. If you customize offers and content to your different clients, your conversion rate will benefit.|
|3. Personalized emails||One way to do it could be, that you add the first name of your recipient in the email using a merge tag.||Your list of recipients must include your recipients’ names.||According to Experian Marketing Services, the open rate is 6 times higher, if the email is personalized. Using this little “trick” will help you get ahead of your competition, since the use of personalization is still rather rare. This is so, even though all surveys point to the fact, that even the most simple types of personalization work – if used correctly.|
|4. Dynamic emails||The content is tailored to fit your recipients based on their personal data, their behavior or their preferences on content. E.g.: If your recipient has shown interest in a specific topic in one of your newsletters, – articles on this topic will be displayed at the top of the next newsletter, he receives from you.||The content of the email needs to be customized according to e.g. the products or services, that has been searched for on the website – or the topics that the recipients are able to tick off as interests in the preference center when signing on to your newsletter.
||The probability of your emails getting opened and read by your recipients increase, when the emails are perceived as relevant because of the personalized, tailored content. This helps build loyalty – and increases your conversion rate.|
|5. Automated emails||Your emails are sent out automatically – based on the recipients behavior/actions.||You need to create an automated workflow of emails, where you meet the recipients based on their actions and behavior. This takes quite a bit of effort, but when you’ve done the work, all you need is to add and optimize. We will get back to the topic of email automation in our future articles, so please stay tuned, if this is of interest.||The recipients get relevant and well-timed content – because of an action or specific behavior. Your emails will much more likely get opened and read, – and you create a relationship with your recipients.
Automated emails are highly effective both when doing commercial campaigns, for building up to selling, or for additional sales activity.
Surveys show that compared to generic emails, the segmented emails have an open rate that is more than 14% higher, with 100% more clicks – and 9% less unsubscriptions.
So we say – maybe, just maybe, it would be a good idea to (re)evaluate the efforts you put into your emailmarketing. You could be missing out on a lot of potential, if you don’t.