What is the key of relevance in e-mail marketing? It is basically a cognition of your buyers interest. Generally, e-mail marketing is a search for relevancy. Relevant e-mail will be read and will make money, but an irrelevant e-mail is going to junk or worse – can make a user to withdraw subscription.
The art of e-mails is to find out the interests of people who are potentially your buyers, and to apply that in future e-mail communication.
The search of relevancy is old as marketing itself. If your targeted audience likes, for example, to travel, your e-mail will certainly be relevant to them if you are offering an adventurous story, favourable arrangements or cheap flights in it. They probably won’t be interested in a story about soaps or cosmetics.
During the 80’s and 90’s direct marketing was aspiring to be targeted better and coordinated more with marketing consumption. Segmentation was developed and then the system of CMR, who developed the likelihood of modeling. With all this segments, the goal was to endeavour one thing, success that came as a result of much relevant marketing.
These are the strategies with which you can get the best results of e-mail marketing:
USERS BEHAVIOUR DATA MUST BE ON TOP PRIORITY
Behavioural data or data with information such as what did users looked, bought or searched. You can find that informations from users or search engine and they are of great importance for marketing.
AUTOMATE YOUR BEHAVIOURAL E-MAILS
Automatisation gives two big advantages to relativity. Firstly, it allows you to personalise activity of timing apropos set optimal time when it’s best to send e-mail, after a certain user behaviour.
There is no need to wait the day when you will send your regular newsletter to send a relevant offer. Send a relevant e-mail in optimal time by using automatisation. Automatisation is cheap and is surely improves the return of investment by decreasing expenses.
Segmentation is made on a client basis, with data of buying history in combination with data of users behaviour. This is an important thing to do.
You need to divide your data on two segments: which users have shown engagements recently and which did not.
The users that engaged should receive e-mails based on their recent behaviour data for example if a user searched shoes two days ago, your next e-mail should be focused on shoes.
For those who are not showing engagements, try to find out the reason behind it. Do a segmentation strategy to increase engagement.
You need to test absolutely everything, from optimal time you need for automatisation single templates to various segment accesses in your base.L