Spring is a time of renewal as customers emerge from the comfort of winter hibernation and to face a fresh season. They do this by taking up new hobbies, doing new things and going to new places, and replacing old stuff with new stuff.
Marketers know that Spring is ripe with opportunity, so we looked at the top four moves we’re seeing from leading brands as they gear up for Spring campaigns.
#1 Make special days, er, special
All the special days in the marketing calendar have been marked. You know when RUOK? Day is coming up, White Ribbon, Mothers Day, Fathers Day…these are all established marketing opportunities.
Being ready for special days means having your content customised for segmented email lists. The content is personalised and related to the day and the customer receiving it – ideally based on their preferences and past behaviours.
A special day requires a special email template – or at least one that reflects the day in terms of art and design to ensure it stands out. Sure, you’re still using brand colours, but it helps to have some email templates that shows the day is unique and reflects something of the substance that special day represents.
Special day takeaways:
- Customise content to reflect the day
- Use a different email template to stand out
- Personalise content based on preferences and past behaviour
#2 Subject Lines that solve a problem
The best subject line is the kind of thing that your customer might google to have solved. This is where mapping your customer persona helps to know who you are aiming at, and then mapping their customer journey to have content that relieves their pain points.
If that all sounds like more than you’ve got, at least have a good idea of the painpoints you are solving for customers. You can dig into your customer data to get an idea of what makes them act.
Alternatively, some keyword research for phrases can also help ensure you are getting close to solving customer problems.
Tips to get people clicking include:
- A sense of value
#3 Split test your email
A good email platform will allow you to A/B test multiple versions of your email to see how the same message performs using different copy.
Using different subject lines can have a dramatic impact on open rates, so it’s great idea to split test subject headers.
For example, you could send version A of the email to 5% of your database and version B of the email with a different subject header to another 5%. The email that gets the highest open rate is then sent to the remainder of your list.
#4 Get personal
Personalisation is the heart of effective marketing, and email automation lets you get up close and personal to your customers like never before.
We’re talking about sending communications that create good customer experiences with content that directly relates.
- The open rate for emails with a personalised message was 18.8%, as compared to 13.1% without any personalisation in 2016. (Source: Statista 2016)
- Brands that personalise promotional marketing emails experience 27% higher unique click rates and 11% higher open rates than those that do not personalize. (Source: Experian, 2016)
Make sure your email platform integrates to your e-commerce solution to get the best from segmentation and automation.
Why personalised emails work:
- 70% of buyers redeem coupons for products previously purchased
- They appear exclusive and time sensitive
- They appear handpicked just for the customer
Also look to consolidate the various sources used for customer acquisition. If you’re using lead generation options from social channels, landing pages, in-store lists, lead box entry forms; all this data needs to be brought together and considered for how it can be used in personalised campaigns.
Top Personalisation Go To moves:
- Birthday vouchers
- Offers based on purchase or browsing history
- Offers based on email clicks
- Offers based on gender
- Offers based on location
- Offers based on age
Lastly, consider the frequency of email campaigns and find the delicate balance between providing great content and tiring your customers. The last thing you want is unsubscribes, so strive for a frequency that ensures a long-term relationship with your people.
About Traction Digital
Traction Digital are experts in acquisition and engagement, streamlining the execution of cross-channel marketing campaigns, including lifecycle email, abandoned cart, promotions and ROI tracking.