Email marketing has multiple objectives like every other business initiative. For example, email campaign may focus on encouraging customers to make transactions that are profitable and also, ensuring that the same set of customers come back again for their next shopping trip. However, today’s profit cannot be the only objective, ensuring customers return in the future is probably equally important.
What is the trade-off between the two? In my last post, I emphasized on how customer segmentation improves RoI of an email marketing campaign or engagement strategy. If a particular email is only focused on current set of deals on offer without ensuring that customer keeps the profile information current (email address, mobile number, location, preferences, like or dislikes), targeting of offers will sooner or later, start missing the direction.
As a marketer, you will miss the current likes and the current interests that have changed since the customer first shared them with you. With limited and probably incorrect information, message will lose relevance. Customer may start marking your emails as spam or simply delete them or unsubscribe.
What percentage of your customers come back through email? Is it less than 2%, or as high as 50%? Do customers lose interest over time and if yes, what is the rate of decay in the level of interest? It depends entirely on your product category. Travel gets maximum response in and around holiday season or long weekends. Ecommerce is driven by seasons and in category like jobs, interest level dips over time with annual revival during appraisal time. If a significant percentage of customers come back, can you slowdown the process of customers losing interest? Or by making them update their profiles, bring them back to the active pool.
Should an email marketing campaign necessarily contain information that urges the customer to update the preferences and the interests that you have. Probably yes…
Or can you do one better? Include this only for customers who have not updated their profile information for some time. For customers who have recently updated the profile information, they continue to get mailers focused on maximizing transactions.
What is the trade-off between the two? In my last post, I emphasized on how customer segmentation improves RoI of an email marketing campaign or engagement strategy. If a particular email is only focused on current set of deals on offer without ensuring that customer keeps the profile information current (email address, mobile number, location, preferences, like or dislikes), targeting of offers will sooner or later, start missing the direction.
As a marketer, you will miss the current likes and the current interests that have changed since the customer first shared them with you. With limited and probably incorrect information, message will lose relevance. Customer may start marking your emails as spam or simply delete them or unsubscribe.
What percentage of your customers come back through email? Is it less than 2%, or as high as 50%? Do customers lose interest over time and if yes, what is the rate of decay in the level of interest? It depends entirely on your product category. Travel gets maximum response in and around holiday season or long weekends. Ecommerce is driven by seasons and in category like jobs, interest level dips over time with annual revival during appraisal time. If a significant percentage of customers come back, can you slowdown the process of customers losing interest? Or by making them update their profiles, bring them back to the active pool.
Should an email marketing campaign necessarily contain information that urges the customer to update the preferences and the interests that you have. Probably yes…
Or can you do one better? Include this only for customers who have not updated their profile information for some time. For customers who have recently updated the profile information, they continue to get mailers focused on maximizing transactions.
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