Email marketing remains the most effective and cost-effective channel for increasing sales and customer loyalty. By email you are addressing people who already know you, have given you their consent to inform or have already bought something from you. You've already taken the first and most difficult step, you've gained their attention and maybe even confidence. What's next? How do you get your base to be satisfied with your manager and that the addressees feel like the message is really aimed at them?
As with any good conversation, it is first necessary to know our interlocutor well. What are his desires, habits and preferences. In order to find out, it is necessary to analyse our customers and to group them on the basis of characteristics.
We compose segments according to which purchase phase they are. If we look at the top of the sales funnel, it's mostly contacts that have already met us, left our email, but they haven't bought anything yet. In the upper part of the funnel, we can segment based on their interaction with us --> which websites have viewed, which email content they open and click and which they are not interested in, and whether they are active on our social media networks. On this basis, we can personalise messages and send them offers tailored to their interests.
In the case of customers who have already made at leastone purchase with us , at least RFM analysis is added to the above segmentation, which tells us when the last purchase (recency) was made, how often they shop with us (frequency) and how much money they devote to us (monetary). In this way, we can quickly see who our most important customers are and whether there is a risk that we will lose them. Based on RFM analysis, we create segments that help us understand what kind of customer base we have and how to activate or encourage new purchases.
Example of potential segments:
analytically, the display could be addressed in this way:
It is important that once you have defined the segments, you also define how important this segment is to you and how easy it will be to encourage you to buy. On this basis, you then plan different communication and purchase tactics.
Examples of email campaigns for the Lost Best Party segment:
The Bakerista: Easy, humorous and with a gift for loyalty.
Grammarly: a humorous approach, with no extra discount, just a message to miss you
Zykler: not only a friendly reminder, but also an invitation to tell you why they don't shop with you anymore
Examples of email campaigns for Loyal Parties
Faithfull: Offer your loyal customers exclusive benefits that are only for them. Make them feel valued.
Amazon: Ask customers what they feel about your service, show them that they value their opinion
jetBlue: email for the anniversary of the first purchase or the email list login
Abercombie & Fitch: sometimes it's enough to just thank and show that you think of your customers
These are just a few examples that email marketing is not just sending massive emails to the entire database, but that with a little imagination and basic segmentation, you can give customers a sense that they are important to you, which will surely be known in your business results as well.
A smile (virtual) and a small amount of attention cost you a lot less than an advertising campaign, but they bring much better results.
If you want to translate your email strategy, segment your customers better, or need support from a good marketing platform for automation, please contact us. Our experts will be happy to help you find a solution that will be written on your skin and will bring visible results.