I'll be teaching Econsultancy's upcoming Email Marketing Training Course, so thought I'd drop over a few ideas as a quick preview of some the areas we'll cover.
Here are five tips across different stages of a relationship cycle to consider within your email marketing process. We'll cover the tips in more detail on the course with examples of how you can integrate into your current, or future email programs.
1. Acquisition
Consider a push-pull relationship with your social media channels and think about the right time to drive people into social, and the right time to pull them back into email. 'Likes' lack real attributable value but we can transfer these into 'subscribers' which you are able to measure the value of.
It's important to encourage sharing via social and then from social ensure you provide a form for people to sign up to your email as well. Incentivizing can work really well to encourage database growth.
2. Conversion
How do we treat those who aren't ready to buy today? Consider integration with other channels based upon clickstream information. Is it possible to use telemarketing (certainly for higher value sales) based upon activity, or non-activity? Or can you provide value through useful content to increase engagement and ease them on a journey towards conversion?
3. Growing Value
Use automated content post purchase to give customers more value, whether that's helping them to get the most out of a free software trial, giving them tips on using their new purchase or even providing other useful content relevant to or in the same field as the product or service you provide. These always provide upsell or cross-sell opportunities.
A great example I had recently was from a photography website builder (a software platform). In addition to information on using the platform, they also sent me regular content suggesting things to consider around setting up my photography business. I was truly engaged with them throughout my trial, bought following the trial and even increased my hosting package!
4. Retention
Think about including reminder emails. This could be for anything from toilet paper to unused vouchers to birthday cards.
I never run out of contact lenses anymore as I receive a 'don't forget to re-order' email before I do. It becomes a seamless service that I don't even have to think about, so why would I even consider shopping around.
It's also a great opportunity to use this email for cross-selling. I am going to buy, so encourage me to buy more!
5. Re-Activation
Attempt to reactivate recipients before they unsubscribe. Choose a time period of inactivity that you consider to be 'lapsed'. Once recipients fall into this category, look to treat them differently.
Remind them about the strong points of your offering, or give them the option to receive less or perhaps even different content. Be careful on the use of offers at this time; or at the least ensure that the 'lapsed' period is long enough for them to have missed out. I was a member of a wine club once who always gave an offer if you abandoned your cart. Funnily enough, I always abandoned and rarely paid for shipping!
For more in-depth examples and many other practical tips you can implement to help increase your ROI, join us on our New York Email Marketing Course on November.
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