Use Data to Improve E-Mail Effectiveness
Three ways customer data can improve retention e-mail communications.
Three ways customer data can improve retention e-mail communications.
Remember the good old days? You know, six or seven years ago, when spam wasn’t running rampant and recipients actually opened a good percentage of their email? Those were simpler times. An online marketer could create mass-marketing email campaigns and actually get a decent response rate. E-mail was a marketer’s dream: cheap, easy, and effective.
Those days are behind us. Most people filter nearly all their email, reading only a few of the remaining messages. Users are exceedingly email savvy. They know what pertains specifically to them and what doesn’t. Many messages are deleted, never to be seen again. As the number of email messages skyrockets, consumers are less and less tolerant of permission-based email. As a result, even email they requested is classified as spam and deleted.
Marketers struggle to find new ideas and compelling offers to raise open rates and click-throughs. It may be time to modify your whole customer communications philosophy. Think about adjusting email campaigns to fit a customer-centric, as opposed to marketer-centric, approach. In other words, opt for an event-driven strategy. Your customers’ actions trigger the email they receive.
This can be done using several tactics:
By doing all of the above, your email communications will again become highly relevant. They’ll stand above the spam and mass permission-based email that clogs your recipients’ inboxes.
Want more email marketing information? ClickZ E-Mail Strategies is an archive of all our email columns, organized by topic.