“Untargeted email programs increase costs by as much as 3.6 times the cost of targeted programs,” per the Relevancy Group in 2010. Yet email marketers struggle to be relevant. According to eMarketer, “44% of marketers surveyed believe the biggest challenge in email is providing relevant content.” Delivering your email campaign to the right person, with the right message, at the right time is critical to your overall email marketing success. So how does one successfully create relevancy in their email marketing program?
Applying the Right MetricsHow can you elevate the value of your communications, reference a recipient’s purchase history or preference profile? Your success lies within your filed data and your ability to segment. Leveraging a sophisticated segmentation tool against strong customer field data will enable you to serve timely and pointed lifecycle campaigns based on a subscriber’s affinity and purchase behavior. Take the time to plan and build an integrated application programming interface (API) between your e-commerce platform and your email service provider (ESP) – this strategy will assemble incremental revenue streams via endless segmentation opportunities.
Timing is critical when ensuring relevance. Think back to your subscriber segments. If you created a segment of customers that have purchased shampoo in the past 30-45 days, an appropriate campaign would include a discount off of their next shampoo purchase, or a buy one get one free combo for shampoo and conditioner. Sending a campaign that speaks to their purchase behavior and preferences, as well as creating campaigns that are sent at the most appropriate time, will yield a stronger ROI.