Editor’s note: This article originally appeared on the Email Experience Council blog. It is part two of a two-part series co-written by DEG Senior Relationship Marketing Strategist Travis McCan.
Welcome back. In this blog post, I will cover the remaining two strategies for how to turn your email data into revenue. To review, part 1 of this series already covered the stop-and-assess and segment-your-audience strategies.
Now, we’ll go into the final two strategies.
Strategy 3: engage with your audience
Set goals for each segment, like:
- Convert leads into customers
- Retain existing customers
- Get ratings and reviews
- Increase referrals
Determine what information customers use to make their decisions. It is important that you ensure your emails are gathering this information and storing it somewhere like in your email service provider (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, don’t 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 into 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 my last blog post:
- Welcome series—this is an ABSOLUTE MUST. It’s very important to set expectations with new subscribers to set them up for success.
- Thank you—after subscription/purchase, after order delivery, on important dates and milestones.
- Replenishment—here it’s very important to know YOUR buying cycle, as everyone is different. These emails could contain replenishment messaging, product reminders, or upsell opportunities.
- Win-back campaigns—a win-back offer, still active on your site, or not active on your site.
- Birthday emails—who doesn’t like to receive these? These emails can easily be sent with or without an offer as long as you have the birthday customer data.
- Progressive profiling.
- Post purchase—product recommendations, transactional receipts, next purchase messaging, or lapsed purchase.
- Browse abandon.
- Cart abandon.
- Ratings and 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’s no way I can get to everything. I’ve been in your 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 have a larger team and can handle more, dive right in and get started with several strategies. If you have 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 it test. You can start testing subject lines and preheader text and get more advanced with testing content. Either way, testing provides valuable information on your customers that you use when you’re crafting your messaging.