So, you’ve been thinking about leveling up your email marketing to boost customer loyalty and increase sales, huh?
You’ve come to the right place for the best tips and tricks.
Let’s start with a little-known secret: Email marketing has some of the highest return on investments (ROIs) of all digital marketing efforts, and there’s a particular reason for its notable success rates. 👀
Email marketers are equipped with some of the best marketing technology. And when used correctly, it’s possible to pop into subscribers' email inboxes the same way a friend would – with personalized, highly relevant messages that hit 👏 the 👏 mark. 👏
After you’ve set email marketing goals, here are some ways you can leverage your email service provider (ESP) to win here.
1️⃣ Take advantage of email marketing templates
“ Once you have an idea of what you want to accomplish, start with a few email templates to test different content. After that, you can start testing different emails to see which works best for your audience.” – Krittin Kalra, founder of Writecream
Let’s be honest. When subscribers have hundreds of emails flooding their inboxes daily, how an email looks and what it says makes a HUGE difference in whether or not they will open it.
The caveat for DTC brands? It can be challenging to measure up to large retailers that have massive design and content budgets.
Thankfully, ESPs come with proven templates you can customize and test. To level up your email marketing efforts, consider customizing some of the highest performing templates and then A/B or multivariate test them for your specific audience.
2️⃣ Segment your lists
“Segment your list so you can send targeted, relevant messages.” – Max Benz, founder and CEO at BankingGeek
Chances are, your DTC marketing team has already created outstanding customer profiles.
Those profiles include:
- Purchasing behaviors
- Psychographic data
- Demographic data
- Purchasing patterns into account
As a result, you have groups of customers whose interests and attributes vary significantly. No matter how great your products are, it makes no sense to email all of your brand’s exciting information to all of your customers. 😬
Instead, subscribers want to hear exactly what applies to them and only what applies to them.
Accomplish this using your ESPs segment features to divide your subscribers into different groups based on their data.
Check out this example from Adidas: 👟
Every Adidas customer doesn’t receive emails about every new shoe. Instead, Adidas segments its lists based on gender preferences so subscribers get the content that best resonates with them!
Here’s an example from the same email that shows unique content based on segments:
3️⃣ Personalize your emails
“Personalize your emails as much as possible to create a connection with your subscribers.” – Max Benz, founder and CEO at BankingGeek
The best news about a top-notch ESP? They have tools galore that make it possible to personalize your messaging. Point blank – the more you can do to send hyper-relevant emails, the more you’ll connect with your subscribers.
Get familiar with your ESP’s personalization features, and then test them. For example, consider the following:
🧑💻 Customer data – The best ESPs help you easily capture and store customer data. This includes first names, last names, birthdays, sizes, sex, geolocation, purchasing preferences, and patterns. When you’re armed with this data, you can code your messages to infuse the right information into your emails.
Example: The most recognizable example is using a customer's first name in the subject line or body content. But you can also personalize content based on location, size, birthday, and more.
🧨 Dynamic content – Dynamic content capabilities will become your email marketing BFF. Dynamic content makes it possible to easily switch out content within the same email based on customer data.
Example: If you have different promotions in different stores, you don’t have to send all of the promo info to all customers. Instead, you can send your San Clemente California promo to your customers in San Clemente, and your NYC promo info to your customers in NYC – all within the same email.
⏰ Time zone sending – Once you start tracking open times in your ESP, you’ll see patterns of when open rates increase.
Example: Let’s say you have customers in Dubai and customers in Denver. Time zone sending makes it possible for you to send emails at optimal times, no matter where your customers are located.
There are so many other personalization features your ESP provides to help you get the most out of your email marketing. Stay tuned for more.