The problem that many businesses today face when it comes to email marketing is talking to the right people at the right time. It can be difficult for a company to understand exactly what type of message their prospects need to hear: after all, someone learning about the products or services that your company offers has different needs than someone who is comparing you to a competitor that they already know about.
Not too long ago, one of our clients was asking about the best way to roll out a lifecycle marketing campaign (LCM or drip). For those of you who are not aware of what an LCM campaign is – it is an email marketing technique for sending multiple messages to a group of subscribers in an automated fashion. This client’s goal was to increase qualified leads in order to boost sales.
Customer data is one of a company’s greatest assets. Yet, this data is often underutilized. Learning about your customers and using that behavioral and transactional data to create more relevant and meaningful customer communications is the key to building and maintaining strong customer relationships.
Email marketing lends itself to tracking so marketers can gain a real-time sense of how well a campaign is performing, and pinpoint problems or areas that need improvement. The challenge a lot of marketers face is how to make sense of all the data and use it effectively. Organizing the data you accumulate from your email campaigns—and making sense if it all—can be daunting. However, developing a better understanding of customer behaviors, attitudes, and preferences enables more effective and relevant messaging.
Email intelligence tactics can help you take your marketing to the next level. For example:
• Identify and segment newly married from empty nesters (these consumers are at distinct phases in their lives)
• Segment by geography (don’t advertise Red Sox baseball caps to New York residents)
• Profile the characteristics of your most profitable customers (buys frequently, high-volume)
• Focus your sales efforts on the leads that meet qualifying criteria (demographics, firmographics)
The managing of customers in your database is of equal if not greater importance than the management of the products and services you generate. Careful monitoring and review of the relationship fostered between you and your customers plays a critical role in retaining their business. Consider how wants and needs might differ among them, and how those differences might influence their purchasing patterns and behaviors. Over time, it becomes apparent that some customers are more valuable than others and purchase more often and make larger purchases (and by that same logic, it may be revealed that other customers may not be worth quite as much as the attention they have been receiving thus far). So it’s important for companies to understand the needs of customers within different profitability tiers and adjust their service levels accordingly.
Just because you are a small business doesn’t mean you lack the resources to integrate email campaign tactics that are deployed by large organizations into your marketing strategy. Email service providers are now making it easier for companies to automate their emails and implement nurturing campaigns, despite having a one person marketing team. All it takes is a little time and patience to outline a strategy, set your campaigns and analyze your results.
It is understandable that small businesses are overwhelmed with the amount of features that are now available to email marketers. It is easy to feel like you don’t have the time to log into your system and build out a lifecycle campaign that will engage your audience for the next 6 months to a year. Heck, you can hardly find time to pay your vendors and follow up with your customers. But think of the extra staff you can hire after your email campaigns get a 600% lift in performance.
It is time to stop making excuses and dedicate time to your email marketing campaigns. Implement these steps into your email marketing and it will start to reach its potential ROI.
Improve your relationship with your audience by showing them you are aware of the connections you have already established with them. Send very timely, targeted and relevant emails to your recipients whether they’ve just made a purchase or they’ve been a long-time customer.
Sound overwhelming? These types of campaigns are referred to as Lifecycle Marketing and are built around the simple concept of trigger-based events. Events that trigger an email marketing campaign can be anything from a new signup to a purchase on your website.
Lifecycle emails are an ideal way to show subscribers that you’re aware of the connections you’ve established with them. Best of all they work; in fact, they work really well. Gartner reports that marketers can expect a 600% lift in performance over outbound campaigns by leveraging event-triggered marketing tactics.
I love StrongMail. StrongMail’s email marketing platform, Message Studio, is one of the most modern and versatile interfaces I have ever used. And that’s saying a lot.
I’ve butted heads with more email marketing tools than I can remember, and a lot of them barely scratched the surface of what Message Studio can do.