The Optimal Approach to E-Mail Marketing – Webinar Recap – E-Mail Thursday



Today is Email Thursday and I’m your presenter Jin. In today’s installment of Your Daily Concept, I’ll be recapping the highlights from this month’s webinar – The Optimal Approach to Email Marketing. I’d like to introduce a concept that I call the Email Marketing Relevancy Trifecta. But before I do that I’d like to take a step back and look at email marketing from a customer’s point of view.

In today’s world your customers are being hit from all directions

They get an average of 10 promotional emails a day, get exposed to display ads, Facebook updates, pay-per-click ads – not only from yourself, but from your competitors, and the retail world at large. Factor in that your customer likely has a full-time job, a commute, a family – you get my point: their time is limited and valuable to them.

What is also valuable to them is savings – get a good deal, finding good values. So how do you capture their attention and deliver what they need? The key is relevancy, and to achieve relevancy you need to hit the email marketing trifecta:

  1. Send the right message
  2. To the right person
  3. At the right time

There are several ways to approach email marketing. Here I’ve shown the spectrum of approaches in increasing levels of performance and profitability. At the basic level, you are sending the same message to all your subscribers. This is the starting point of any email marketing program. But then you start to layer in some testing of different email elements to optimize your message. Some samples of testing are subject line, layout, and offer/promotion testing. And then you begin to segment your subscriber base so that now you’re communicating with each segment a little differently.

An even more advanced approach is to conduct both segmentation and testing so that you are getting closer to achieving the right message to the right person, but is still missing the 3rd key element of the trifecta – timing. So, at the very end of the performance and profitability spectrum is utilizing a series of triggered messages that requires very little in the way of resources. I’ll briefly define what a triggered message is here but I will also show you several examples in just a few minutes. A triggered message is an automated email that gets sent whenever a customer meets the trigger criteria.

A typical advanced email marketing program consists of structured testing as well as segmentation. However this approach can be quite labor intensive. Imagine if you have 4 customer segments and you want to conduct A/B testing on each segment – that’s 8 email versions you need to create. Here at Exclusive Concepts, we are not saying that testing and segmentation doesn’t work. We’ve done it and seen great results for our clients. However, as your business grows scaling a program like this isn’t easy, and many business owners simply do not have the time nor the resources to fully engage on this path.

Our email marketing solution – called Optimized Lifecycle Email Marketing – addresses this scalability and resource issue by simplifying your messaging mix. Our program consists of 2 types of messages.

  1. First: a series of triggered messages that are automated and sent in real-time continually. These messages are based on customer profiles, customer actions, and customer life cycle. This type of messaging will help you achieve the relevancy trifecta of the right message to the right person at the right time.
  2. The second is a regular monthly communication to all your subscribers. Due to the nature of triggered messaging, months may lapse between one email message to the next so you want to keep up an ongoing dialogue with all your subscribers to keep them engaged with your brand and your business. This message should appeals to a broad audience base – so leverage things like key holidays, new site features, and site-wide discounts.

The triggers we develop for you are not only based on milestones such as anniversaries or birthdays, but they are also based on specific customer behaviors. You’ll notice here that each trigger is based on an event that your customer takes. Because of this, by design you are sending them a message that’s relevant.

  1. The first sample I’ve shown here is a product purchase trigger. This provides an up-sell/cross-sell messaging opportunity. For example, if someone purchases a cell phone, send them a “buy a portable battery charger for your new phone” message.
  2. The second sample is a trigger based on email click behavior, specifically someone that clicks on a certain product or products – usually high-margin ones – but does not buy. This represents an opportunity to help close the sale. Send them an even stronger offer such as “Now get 10% off PLUS get free shipping on your order”
  3. The third sample is a trigger based on a perishable product purchase. You know for a fact that a certain type of dog food will run out in 2 months, so again be help your customer be proactive and send them a reminder along with an offer, for example “Time to refresh your dog’s chow!”

We strongly believe that our approach is optimal because it maximizes relevancy and profitability, while minimizing your required resources. Learn more by requesting a free email opportunity audit. In the meantime, tune in next week to learn more about getting the most out of your email marketing program!

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