Dear Customer? Personalisation and Segmentation
Delivery time, content and design can all be personalised within your campaigns but will depend on what information you have gathered from your list.
Dear ? Personalising your email with a name is first on the list but you may want to look at the various salutations you can use to see which get opened. Do you get more clicks from Dear Diane, Hi Diane or Dear Mrs Smith? You could try using personalisation in the subject field. Check the different ways and see what works best.
Segmentation Sorting your list by past purchasers/customers and what items/service they purchased, allows you to see what other things they may be interested in and target them accordingly.
Delivery preferences Giving your customer the choice of how often, in what format(HTML or plain text) or the types of email they would like to receive may increase sign ups.
Personalising your landing page – using some historical purchasing information and personalisation it’s fairly simple to do and effective. This type of landing page personalisation is good for improving conversion rates.
Measure, Analyse and Track – your email marketing. The details available within the programmes give you a picture of what happens to your email after it lands in peoples in boxes, and shows you the rate of bounce too. It’s very easy to get tangled up with the myriad of information available but keep in mind that the desired outcome is conversion.
It’s good to know a lot of the information but remember that you not only want your customers to open your email you also need them to take action, whether that is a purchase, to give you more information, enter a competition, download a white paper, blue paper or ebook. You should have a clear call to action, otherwise you may wonder why you are sending the email. You may not be after a sale in the first instance but ultimately that is where you are heading.
Analytics Mailchimp offers automatic Google analytics link tagging which lets you see who is clicking and where. You can analyse traffic and conversion rates, so you can trial and alter, if necessary, to obtain better rates. Test, measure and analyse until you have the best conversion rate.
If you need any help with setting up an email campaign or newsletter, email us, or speak to Tamara
on 0203 468 8594.
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