The average lifespan of a human these days is approximately 80 years in western society. This can be loosely broken down as 20 years growing up and being educated and 10 in retirement; leaving around 50 years of adult working life, this equates to around 11,000 lunch breaks.
So what do you do in your lunch break? Do you have one at all? I’d suspect most marketers would respond “not really”. This is because we are too busy, as data increases exponentially we simply can’t comprehend what to do with it.
Email marketing specifically is very much about leveraging a data driven strategy to improve engagement, however Econsultancy recently blogged that "Irrelevant messages are unheard, ignored, or blocked. It’s not enough to make assumptions about what you think is most relevant to your target audience. You need to measure and test those assumptions at every juncture." For email marketing specifically, they go as far to suggest that possibly 95% open rates are possible!
So, given we don’t have the luxury of time anymore, how can we unlock our data to enable a far improved marketing strategy and move away from blasting periodical emails to loosely segmented email lists and getting mediocre response rate which they decide is acceptable?
Here are three disciplines which involve smart technology which, once implemented can help you reclaim more lunch breaks and put your conversions into the stratosphere.
Create Dynamic Segments (when to send)
You know your customers and how they interact with your products, therefore set up one time dynamic segments which new customers automatically get associated with. Overlay this with timed trigger campaigns and you can begin to engage with every customer in an automated and timely manner – no need to blast the whole base with generic messages anymore.
Automate Content Personalisation (what to send)
Your eCommerce site has already recorded what the customers were interested in or purchased, therefore using dynamic content suggestions within email templates can enable each “timely” email to also contain relevant content for the customer. From subject lines through to products, this is an effective automated process to underpin your personalisation strategy.
Dynamically Use the Right Persuasive Copy (what to say)
Not everyone responds to the same message. Some people will respond and open emails when they read “Summer Sales Ends Today”, whereas others will respond and open email when they read “Almost all our customers have bought something in the Summer Sale”. Using the right persuasive message is an important factor to getting the email open in the first place. Automating the method of identifying who will react to the most relevant persuasive message and injecting this at the time of sending is another quick win to get those open rates up.
By deploying all or even one of these methods, you will free up time for lunch and if you’re based in London you need to read this.