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Our industry experts share their top tips for enterprise-level email marketing strategies

If you’re already in touch with your subscriber base and are regularly keeping them updated with the latest news and offers, but are ready to take your email strategy to the next level, we hope you’ll be inspired by some of our top tips…

Get personal

From the start, welcome new subscribers into your brand by saying hello to them personally, you won’t get a second chance at a first impression. Include their first name in your subject lines and in the email content itself, this can easily be done through dynamic content which automatically changes your email content for each recipient. Welcoming new subscribers into your brand in this way goes a long way for building a personal relationship from the start, but it’s surprising the number of brands that still don’t have this in place.

Consider creating a fully personalised welcome series based upon their interactions with the previous email, their preferences, purchase history and industry trends you know they may be interested in.

Once you have those subscribers on board, don’t let the relationship stop there. Keep interacting with them on a personal level, including their first name in designs and including product recommendations based upon their previous purchase. Your subscribers want to feel like you care, so going a little way to make them feel special can leave a long-lasting impression.

Ask the subscriber what they want

Following on from making subscribers’ feel special, it’s also important to find out their likes and dislikes. This will help you paint a picture of who they are, what they want from you and ultimately what content you should send them.

Don’t presume what subscribers will want, ask them straight out. If you can see that some of your subscribers haven’t purchased from you before, ask them directly why. You can utilise the poll feature to give subscribers different options to answer which could help shape your strategy for these non-purchasers.

A recent study found that 72% of consumers only engage with messages that are customised to their specific interests, so it is important to build that one on one relationship with your subscriber base and send them the most relevant content for them.

Reach customers at all touch points

Keeping your brand front of mind for subscribers can be beneficial for when they are ready to start interacting with your brand, whether this is looking for inspiration, browsing products or completing an order.

An effective way to reach subscribers at all touch points is to set up a series of automated journeys, to reach subscribers with relevant content at different points in their journey. For example, sending subscribers who haven’t purchased in a while emails with inspiration, blogs and educational guides which could be what they need to get involved with your brand. Alternatively, for those who have purchased before but not in a while, they may like to know about your new arrivals or bestsellers to purchase again.

Setting up these series of journeys can also have other benefits for your in-house team, once they are up and running they’ll automatically trigger each time another subscriber meets the sending criteria. Meaning that from a financial perspective your team can be working on something different, while the rewards of these emails come in way after the team spent time creating them.

Be omnipresent

When planning your email marketing strategy, we suggest working on this plan in line with the other marketing channels you’re utilising and not in silo. Why? Your subscribers are likely interacting with your brand in other ways too, not just by email. Making sure the messaging is consistent across social, the website, remarketing platforms etc can ultimately benefit your overall marketing goals.

We know that subscribers sometimes take a few touchpoints to decide to complete an order, life gets in the way, perhaps when they looked on your website a couple of days ago something came up in their personal life and they forgot to order. If they then see an ad from you on Instagram or a remarketing banner on another website, that could be the extra push they need to decide to complete that order.

We’re also seeing a lot more clients starting an SMS strategy, due to the average open rates and nature of the communication - 98% of text messages are read. We’d recommend tapping into this channel if you aren’t already, using it as a follow up to an email communication can be a great way to increase engagement levels.

Be thoughtful and helpful

Put yourself in your subscribers’ shoes, what information would you want to receive from your brand? Perhaps delivery information cut off times for key shopping periods, opening hours if they are planning to visit your store, product recommendations based upon previous purchases, blogs and guides?

Your subscriber is much more likely to engage with emails sent with the information that is thoughtful and helpful to them, meaning you are then more likely to gain the action from them that you want too. Similarly, if you allow subscribers to opt-out of particular marketing campaigns which they may not be happy to receive i.e Valentine’s Day or Mother’s Day they are then more likely to respect your brand and buy into your values and ethos.

Put your subscribers first and be helpful, then you’ll ultimately also reach your end goals too.

Use your audience

When planning your email marketing strategy, use your audience. They can help you decide which email tactics work well and should be used again, which campaigns they’ll want to receive and even what products should be promoted.

Use your data about your audience to send targeted content to them, make them feel like you are speaking to them on a one on one basis. Utilise preference form data, purchase data and even behavioural data to determine which content each subscriber receive and how to interact with your different segments within your subscriber base.

Test test and test again!

Don’t presume that what worked well in the past is the right thing for subscribers now. The digital world has completely changed over the last year. So what worked well for subscribers before or during this, is likely to be different afterwards. Your email strategy should keep evolving with your growing subscriber base and the change in the trends, so keep testing so that you always have your finger on what makes your subscribers tick.

Enhance user experience

A final thought from us is to think about the user experience as a whole. Your subscribers have been on your website during sign up and also interacting with your website when they click through on your emails, so it’s important to think about how that user experience is mirrored in the emails you send. Think about whether or not the branding is consistent. Are your email templates in line with your website. The list is endless…

There could be additional features that can help enhance your user experience and also have a positive impact on email marketing too. For example, introducing an overlay to your website to help gather new subscribers is going to have a direct impact on the performance of your emails, with more engaged subscribers receiving them. The same with basket abandonment and stock notification, when these features are utilised email plays a key part in communicating with these customers and encouraging them to either complete their orders or let them know about the back-in-stock product.

If email marketing has been something you’ve been doing for years and seen good results, now could be the time to add it as a key focus in your digital marketing strategy.