Effective email campaigns require two critical elements: good list hygiene and an understanding of customer preferences. Michael Thompson, director of database marketing firm ClickSquared, gives some quick tips for building and maintaining a good email list and shares his recommendations for how to capture customer preferences. The aim: to deliver relevant and effective email marketing messages to your audience.
Regardless of how well an email is crafted, if it's not making it to the inbox, it has no impact. Current statistics show that more than 25% of email addresses churn per year. No matter how clean your initial list, it is imperative that you have a process in place that manages and removes bounce-backs and inactive addresses.
Here's a checklist to tick off:
If not, ISPs will notice that you consistently send messages to bad addresses. Left unmanaged, this will have a direct impact on your organisation's ability to deliver email to ANY customer's inbox.
Moreover, if a significant percentage of your emails are not being delivered, your marketing ROI will be negatively impacted; the CPM rate you pay to your ESP doesn't discern between delivered and undelivered email.
There are a number of steps you can take to ensure your list is clean and up-to-date:
Collecting and utilising customer preferences allows you to create more relevant email communications by providing your customers with (only) the information they want - when they want it.
Customer preferences help you understand two key things: your customer's specific interests, and their preferred method(s) and frequency of receiving information.
Your goal is to leverage this information and create relevant messages that speak to your customers as individuals. In short, you are aligning your messages to the topics they find most important, and delivering those messages at the times and frequency they find most appropriate.
Once you collect customer preference information, you should marry it to the activity and behavior data you're already tracking: who opened what, which links did they click, what are they buying, and how often are they buying. Understanding these inferred preferences will enable you to further refine your messaging and content to drive even greater results.
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