1. Customer Segmentation
This is key. Some people think email marketing is easy. Just come up with an idea or offer, and send an email. This is not how it works.
If you send out a communication to a customer that isn’t relevant then you are at risk of losing them. More than likely they will unsubscribe or even mark your email as spam.
To make the most of your lists you need to segment for each and every campaign.
A sports brand like Decathlon might find that if a customer has purchased a Running T-shirt, then they may be interested in running shoes as well. This is an example of good customer segmentation.
If you send a customer running shoes after they purchase archery equipment, this would be bad customer segmentation.
2. Email Data Cleansing
If your data isn’t right, then your emails could be pointless. You could also be liable to prosecution and fines under GDPR.
Check your email data. If a customer hasn’t opened your emails recently then they probably aren’t interest in your products. Remove these customers from your list and protect your sending reputation. You’ll also find that your Open Rates and Click Through Rates improve as well, as your emails become more relevant.
3. Abandoned Carts
This is a must for any eCommerce website. Once a user has added an item to their basket they have shown a huge intent to buy from you. Take action before it’s too late!
Abandonment emails achieve 29% success rate according to a study by Econsultancy
You can capitalise on these customers by reminding them that they have items in their basket with a simple email. On average you’ll see a 29% success rate for these emails so they are definitely worthwhile. Some retailers add a discount code to their emails but most importantly, customers need a link to return directly to their basket so they can checkout quickly.