Email marketing can be complex.
Are you trying to achieve a measurable return on your email marketing investment? Maybe you’re trying to grow or retain your email subscribers and stay compliant with all these new email regulations.
One of the most common challenges when it comes to email is making sure you’re hitting your email open rates. Click-through rates, email deliverability, and staying compliant. It all comes down to having a sharp and integrated email marketing strategy. No matter the size of your company or marketing team, you need to have a clearly defined strategy in place to be able to reach your goals.
According to experts you have to adhere to a framework to create an effective email marketing strategy and visible email.
The three pillars you need to build an effective email marketing strategy are
- The significance of segmentation,
- The power of personalization,
- The impact of data-driven analysis.
The first pillar is “The significance of segmentation.“
The first pillar – segmentation – consists of dividing your email subscribers into small segments. Based on a strategic set of criteria that you have determined, things like location, or purchase history, or even activity on your website, can work great.
Segmentation is seemingly simple but important.
Segmentation helps you sending the right person the right message at the rightest time.
Creating an inbound email experience and conversation means focusing just as much on the context of your message as on the content you deliver.
The DMA, a Data and Marketing Association, found that 77% of email marketing ROI came from segmented, targeted, and triggered campaigns.
Bringing context and content together helps you writing the greatest emails. It also makes sure they connect with your audience and don’t waste their time or yours.
But you may be wondering, how do we properly get started with segmentation?
– Segmentation at its core brings together two key inbound concepts:
- Buyer Personas
- The Buyer’s Journey.
Sending the right email at the right time to the right person means knowing who that person is and where they position in the buyer’s journey.
“Buyer Personas” are semi-fictional representations of your ideal customer, based on real data and some select educated speculation about customer demographics, behaviour patterns, motivations, and goals.
The “Buyer’s Journey” is the active research process someone goes through leading up to a purchase.
The buyer’s journey is made up of three stages:
- The awareness stages.
- The consideration stages.
- The decision stages.
The second pillar is “The power of personalization.“
Customers nowadays are inclined to expect personalization in all forms of marketing they get from modern companies.
It’s just no longer an option. In an email, personalization is when you can use your subscriber data to make your email feel customized for your subscribers, making it more intimate and relevant.
– Personalization is so much more than adding the first name to emails. It’s about creating a contextualized and individual experience.
Email is a channel that keeps offering so much room for creativity and experimentation; it allows developing the highly personalized experience people want.
– Email personalization can be pictured as having a personal butler for every single person that interacts with your brand based on his/her taken actions.
It’s known as “Behavioural Email.”
– Behavioural email is defined as the practice of sending automated, targeted emails to your contacts based on the historical interactions they’ve had with your company across channels.
And when you send a behavioural email, you’re creating a highly personal experience for your contacts.
The best example about it is Spotify: it sends behavioural emails to fans who love certain artists. The app surprises its customers by giving them exclusive access to presales and other goodies from the artist.
This brings us to our third and last pillar.
The third pillar is “The impact of data-driven analysis.“
In a changing world, where customers always reinvent themselves, analysis helps you evolve with them and not be left behind. By analysing your emails consistently and having emails as one of the core parts of your inbound strategy, you will give your customers what they need to continue the conversation with you.
So how do you get started?
You will need to keep in mind the following framework if you want to implement data-driven analysis in your email marketing:
First, track the metrics that matter. This will be different from one business to another one.
Second, understand what those metrics show about the success of your emails. What is moving and improving? What is slowing down?
Third, put into practice what you’ve learned to optimize and improve each email you send.
– Email marketing is a powerful tool; always remember there’s a lot to keep in mind while creating an impactful email marketing strategy.