Delivering highly relevant content is critical to the success of your email marketing campaign efforts. The question remains, how can you stay relevant each and every time when there are so many uncontrollable factors that can affect your subscribers every time your email reaches their inbox?
By joining three elements, list segmentation, message content and timing, you can increase the odds that your email marketing campaign will find a receptive audience.
1. List Segmentation
The MarketingSherpa 2011 Email Marketing Benchmark Report showed more than half of B2C marketers use list segmentation for the email marketing campaigns to improve relevancy.
List segmentation prevents marketers from overwhelming subscribers with seemingly irrelevant content. Here are a few tips to improve list segmentation:
- Create Segments Based on Consistent, Long-Term Behaviors
When you collect behavioral data over the long term, you learn enough about customers to accurately group them with others who behave and respond similarly.
- Create an Inactive Audience Segment
Not all segmentation needs to be complicated. By using email analytics to turn inactive subscribers into a segment early in the process you improve your chances of re-engagement.
Without relevant content, timing and list segmentation are meaningless. Even if you have permission to send an email marketing campaign, people will not open it, read it or continue to stay opted-in if the information you send isn’t relevant. Here is a few tips to improve relevance with content:
- Remove ‘Boring’ from Email Content
If you’re going to stay relevant, it’s not enough to simply discuss the benefits of your product. With the rise of social media, your customers expect more than bland information. They want personality!
The pure meaning of marketing relevance is sending the right information to the right person at the right moment. Not only can it transform a vague desire into a sale, it can also build loyalty. And when the timing isn’t right, even the most relevant content proves worthless. Here are a few timing tips:
- Use Triggered Campaigns
Immediacy is almost always relevant, and triggered campaigns are particularly helpful for post-purchase follow ups, shopping cart abandonments, welcome emails and up-sell opportunities.
- Optimize Send Time
Although you can’t control when and where someone gets your email marketing campaign, you can increase the probability that they’ll have the time and inclination to read it. By looking at peak email deliverability times and volume, you can better determine what time works best for your audience.