5 Pillars Of A Modern Email Marketing Strategy
5 PILLARS OF A MODERN EMAIL MARKETING STRATEGY MAKE THE MOST OF THIS KEY ENGAGEMENT CHANNEL WITH PERSONALIZATION, SEND-TIME OPTIMIZATION AND MORE!
Imagine you work for one of those high-quality popsicle places with the always changing, always in-demand bespoke—yes, bespoke—flavors of the week. You’re not in testing (i.e. tasting) and you’re not in R&D, composing combos like fennel carob cake and beet-juice-infused kale pesto, you’re on the corporate side as an email marketing guru. But your job is not the consolation prize, you are the secret weapon making sure your trendsetting company sparkles.
In spite email sounds like something twenty to thirty-year-olds ought to have killed (and, if you believe clickbait headlines, they’ve been busy destroying lots of classics), it’s actually the best channel for reaching millennials, and the one with the highest ROI, as per Harvard Business Review.
But like any R&D team, email marketers are at their best when innovating leaps and bounds ahead of the competition. Today’s modern email marketing strategy, centered on growth and engagement, is fueled by message personalization, dynamic content, savvy use of exception events, send-time optimization, and more. Let’s walk through how our unsung popsicle email marketing champion can pull each element together to create campaigns that drive flavor-crazed fans to open, read, click, engage, eat, and repeat.
1. Message Personalization
You’ve likely nailed down the basics of personalization, like including your customer’s first name in the email, and perhaps including some account information, but that’s just the beginning.
- Customer attributes — as with all elements of personalization, this is only as good as the data you collect, but if you’re keeping tabs, you can pull in the following and more:
- Events, such as
- Purchase history
- Abandoned shopping cart history
- Ratings, favoriting, sharing
- Brand engagements
- Favorite____ (you name it)
Language — Words matter, and, specifically what language they’re in: 55% of people only buy if they receive messages in their native language
Delivery time — The time of day and day of the week can impact everything from open rate to e-commerce conversions
Location — There’s a reason “Location, location, location” is such a popular saying, and it applies in email marketing too
Location-targeting: Target users based on last known locale
Location-data enrichment: Go beyond ZIP codes know where they like to go, such as work-out hangs, post-work happy hours, places to relax, and so forth to message your customers in unique ways
Geofencing: If they enter a defined location, such as within a certain radius of your brick and mortar locations, you can trigger custom messaging
Beacons: This is an even finer line than geofencing, ideal for in-store situations, like when customers are a few centimeters away from your newest popsicle offering.
2. Dynamic Content
With dynamic content, also known as Connected Content, take personalization to the next level to make a potent impact in the form of an expected 27% increase in conversions. Instead of being the company that knows your customers by the first name, you can be the business that knows what they’ll like next before they even know, leveraging these powerful capabilities below.
Recommendation engine — pull in suggested next purchases based on individual and aggregate customer data.
Localized weather — Weather has an immediate impact on your customers and it affects their daily routines, and now you can show you care about it, too, in real-time
Data from public APIs — Could outside content pair nicely with your e-commerce or engagement campaign? Now you can add it in, seamlessly
For example, Jane’s email below pulls in weather and recommended recipes available from public recipe APIs.
3. Frequency Capping
Over-messaging or messaging at the wrong times can be just as damaging as sending cookie-cutter, one-size-fits-all email marketing campaigns. This is where frequency capping comes in. The key to not overdoing it? Set message caps so no one receives more than X number of messages during a single day or week—whatever seems works best for your users.
4. Send-Time Optimization
Thanks to advances in AI for marketers, you can go beyond “What’s the best time to send an email in general?” to “What’s the best time to send an email to each specific user?”
5. Cross-Channel Messaging
So now that we’re on the same page about email’s potency, let’s also agree that it’s never a good idea to put all your popsicle in one basket. Email is powerful alone, but, like popsicle multipack, it goes even better with other flavors. Our research shows that pairing email with other channels, such as push notifications or in-app messages, as part of a cross-channel marketing approach, can boost engagement by more than 300%. So don’t stop with email, consider these four main customer messaging channels in your mix, too.
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