The digital marketing world is always changing, and your email marketing tactics can go stale if you’re not careful. Subscribers lose interest or forget why they subscribed in the first place, and new technologies come along that threaten to make your efforts irrelevant—so how can you compete?

Related: The 4-Month Holiday Marketing Prep Guide

Senior Email Strategist Jenn Horner and I partnered with BounceX on a webinar to address just that with “10 Ways to Revitalize Your Email Channel.” We’ve pulled some of our favorite email marketing tips into this blog, and you can download the webinar to listen to to the full conversation.

Download the Webinar

Social Proof

One DEG client saw a 62-percent increase in conversion rate when it started including user reviews in its emails.

While we all hope that our strong brand voice can speak for itself, sometimes it takes a peer or influencer to really get your message across to consumers. Consumers want to know that a brand or product is right for people like them or people who they aspire to be. Even something as simple as pulling in a few static Instagram posts or other aspects of user-generated content (UGC) can go a long way toward establishing social proof and overall street cred with your subscribers.

Taking it one step further, including ratings and reviews in emails provides additional messaging that speaks to your brand’s credibility without screaming it from your own brand voice. One DEG client saw a 62% increase in conversion rate when it started including user reviews in its emails—give reviews a try!

Onboard Appropriately

We all know you only get one chance to make a first impression, which means there is a lot of pressure on your welcome email to get the job done. Your welcome email and onboarding series set the tone for all email communications going forward, so make sure you’re setting appropriate expectations for everything from frequency and content to overall brand voice and messaging. This is also a great opportunity to showcase other channels for brand interaction to deepen your brand connection across social media.

Nikon email marketing welcome journey

Related Content: Nikon Email Journey Captures Customers’ Attention

Nikon email marketing welcome journey 2

Be Mindful of Preferences

Your customers are constantly giving you cues on how to communicate with them, whether they’re answering specific questions in a preference center or simply clicking on targeted links in emails. Use this data to drive communication content and frequency. Someone only opens your emails every few months? Drop them down to a monthly cadence to see if their engagement increases or stays the same without hitting their inbox so much. Another subscriber only ever clicks on women’s SKUs? Highlight women’s products in their promotional emails and target them with new arrival triggers when new women’s products become available. And of course, if you are explicitly asking for preferences in your profile center, make sure you are delivering on those asks to keep your subscribers happy.

Just because someone is not engaging with your email channel doesn’t mean you should give up on them as a customer altogether.

Stay (Channel) Humble

Most email marketers will gladly boast that “email is king”—it typically brings in the most revenue, has the highest conversion compared to other marketing channels, and allows for very personalized communications through segmentation and data-driven triggers. But sadly, not all consumers view email marketing the same way, and that’s ok! Just because someone is not engaging with your email channel doesn’t mean you should give up on them as a customer altogether.

Use all of that data you have in your email channel to target them on social media, where they might be spending more of their time and are more likely to favorably interact with your brand. The key here is to start small in one channel and test and learn. You’ll probably still find that a subset of your consumers really just aren’t that into you, but you’ll likely re-engage a number of consumers in their new channel of preference.

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