The moment when we choked on social media, convinced that e-mails are a thing of the past, is long behind us. Today, there is no need to convince anyone about the possibilities of newsletters. After all, it is the user who left us his e-mail and wants us to contact him.
Even so, many companies face the same problems. Why don’t customers open our e-mails? Don’t click on links? Or worse, unsubscribe from the mailing list?
Indicators in email marketing
The main mistake of marketers is to believe in OR (Open Rate) and CTR (Click-Through-Rate) indicators. From time to time, they also look at UR (Unsubscription rate), convinced that they will find answers to effective e-mail marketing there. Along the way, they pamper the visual side of the newsletter together with the graphic designer.
And no wonder, for years these indicators have been indicated as the most important. Many popular casino online companies still advise you to use them for better results.
What do we learn about the audience?
These indicators tell us nothing specific about the recipients of our messages. We know if they open them (so maybe we have good email titles). But we have no idea why they clicked or not on the links in the email. We don’t know why they decided to unsubscribe from the list. Or why they suddenly marked our emails as spam.
We see the actions, but nowhere do we get the answer to the “why” question. From time to time someone will decide to answer honestly “please, give a reason for unsubscribing”, but the vast majority will press any answer, as long as they get it over with.
One content, different audiences
The answer to this problem is not complicated. The same content may not interest everyone. The urge to invent new and new email titles, just to get an opening confirmation, leads us straight to the loss of subscribers. A few will be interested. The rest will think the title promised more than they found in the content. Thus, we will achieve a high OR ratio for a while, but at the same time, we will lose the trust placed in us.
Change your approach to email marketing
Researching audience behavior allows you to divide them into individual segments, e.g. people browsing mobile phones in our store will land elsewhere, and those interested in desktop computers will end up elsewhere. Each of these people is assigned to the appropriate tags, such as mobile_phones and desktops, and will receive notifications about that specific type of product or additions to it.
Personalization of content to the audience segment
Researching audience behavior allows you to divide them into individual segments, e.g. people browsing mobile phones in our store will land elsewhere, and those interested in desktop computers will end up elsewhere. Each of these people is assigned to the appropriate tags, such as mobile_phones and desktops, and will receive notifications about that specific type of product or additions to it.
Personalization of content to an individual recipient (dynamic emails)
However, not only is personalized segmentation is possible. In the case of e-mail marketing, the tools are much more precise. For example, we may decide to organize birthday promotions. The system itself checks the information on users’ birthdays and from the machine sends them birthday rebates, discounts, or an offer tailored to their expectations. Depending on our preferences, such an e-mail may be sent on the birthday or one week before the birthday. Such a small change makes the recipient think more warmly about the sender of the message. But this is not the end of the advantage of dynamic mail. We can use them to send individual e-mails tailored to the recipient’s needs and created based on his transaction history combined with his behavior on the site. The mechanism automatically checks all the data it has and, based on it, selects the best products. The user bought running shoes, sometime later all jogging clothes, and looked through accessories for runners? The offer includes a watch that measures all vital functions along with recording the progress it makes.
Separate information for the sales department
Collecting data on user behavior allows you to effectively catch those who are ready to buy our products, but for some reason have refrained from doing so. Such leads from the machine are redirected straight to the sales department. In addition to the contact itself, information is also made available on what the trader should contact, as well as at what times the conversation should take place.
It is a great convenience for employees who, instead of persuading people to buy, direct their energy towards those who are one step away from the purchase. They just need a little encouragement.
Marketing automation significantly increases the effectiveness of email marketing
Marketing automation allows you to effectively reach customers with a small amount of work. Thanks to the accuracy of the collected data, we can change your newsletter into information awaited by customers, interesting promotions, and tailored marketing messages.
