Relevance
Targeted and dynamically personalised messages
“Sixty percent of consumers who make immediate purchases from email marketing messages do so because they contain something they were already considering.”
Jupiter Research, The ROI of Email Relevance, 2005
The above statement highlights how important it is to ensure that each email message that is sent is targeted in the products, offers, news items and other content used in order to maximise response.
Yet what is equally important is that this strategy is followed through consistently. Untargeted broadcast campaigns will not only bring in less revenue but over time will disengage with your customer leading to falls in open and click rates and rises in unsubscribe and complaint rates as recipients of your emails learn that there is nothing of interest in your emails.
Emailcenter employ the following strategies and tactics to improve relevance within the email marketing programme:
- Tailored content using dynamic content rules based upon information we know about each recipient including past behaviour and purchase history.
- Triggering messages based upon specific dates and events such as renewal dates, birthdays or the last time a customer purchased. Relevance is not just about content but also when you send the message.
- Welcome, lifecycle and win-back emails based upon where the customer is in their lifecycle
- Targeted emails based upon items added but not converted from their shopping carts in the last week
- Segmentation of lists through standard filter rules such as only sending to males as opposed to females
- Automation of content through our Content Generator to reduce the amount of resource required to build the hundreds of versions that can be required for one-to-one messaging
Further information
T: +44 (0)1327 350921 E: info@emailcenteruk.com
|
