Email Marketing Part II: Automation & Data Analysis

In the first part of our email-marketing discussion we outlined how to create personalized and interactive emails to engage consumers. But how do you achieve personalized subject headings for each reader or send emails in response to an individual consumer’s behavior? You need tech that automates these functions and gathers and analyzes data on customer demographics and behavior.

Let’s continue our email-marketing conversation by outlining the data-gathering and other technological features available to get your email read rates high.

Email-Marketing Software: Automation & Data-Tracking Features

⋅  Connect email to data about the customer’s journey — Gather a wide range of data, including your customer’s geographic location and time zone, browsing and search behavior, purchase history, and even the local weather. Using automation, integrate this data to determine when and what email offers should be sent.

⋅  Drip-email campaigns. Using a drip campaign, a company sends emails at various stages of a customer’s interaction with a product. They may offer additional education about the product, entice by highlighting certain features, act as reminders or make special offers. Each email responds to the last action the customer took, such as reading or failing to read a prior campaign email.

⋅  Triggered emails.  Set rules for follow-up emails to specific actions: e.g., automated reminder emails about items left in a shopping cart, or marketing emails about new products similar to past purchases.

⋅  Integrated CRM — Customer Relationship Management (CRM) software can integrate with various email-marketing platforms, allowing you to incorporate prior interactions when determining the content of targeted emails. Differentiate your potential clients from long-term customers and make emails responsive to individualized pricing and contracts.

⋅  Omni-channel integration — Tie email automation to multiple sources of customer behavior, including social media engagement and customer service chat history, for a more targeted follow-up to these interactions.

⋅  Segment email lists — Using demographic and customer behavior information, your complete email list can be divided into smaller groups for more targeted, individual-feeling email campaigns.

⋅  Email building — Email marketing software can make it easier to create email templates, optimize emails for mobile view, and even A/B test designs or messages.

⋅  Monitor campaigns — Collect data on interactions with your emails, including click-throughs rates and eventual purchasing or abandonment. Use this data to not only assess any campaign’s ROI, but to also assess the best tag lines, button sizes, interactive features and messages.

What features do you need? What will be most cost effective for your company? Get in touch, and Thanx Media can help you chose and implement the right email-marketing platform.

Email Re-Marketing: Conquering the Cart Abandonment Challenge

Eighty-eight percent (88%) of online consumers abandon items in shopping carts, according to research by Forrester. This mess of almost-shoppers results in $18 billion of lost revenue annually. How does a company even begin to wade through the chaos of all those abandoned carts and turn any into sales? By learning why shoppers abandon their carts, and targeting those shoppers most likely to be turned into buyers.

According to a July 2015 Survey from Market Track, the top six reasons shoppers abandon their cart are:

  1. 28% decided they didn’t need it
  2. 27% wanted to do more research
  3. 19% found it cheaper elsewhere
  4. 13% waited for it to go on sale
  5. 7% wanted to look at it in-store first
  6. 5% did not originally intend to buy it

But think about it this way: 66% of the customers from the Market Track survey were motivated to buy. They may have needed more information or wanted better pricing, but their intentions were to make purchases.

How do you recapture those consumers who are motivated to buy? Using strategic email re-marketing campaigns. According to a study by Experian, click rates for abandoned-cart emails were significantly higher than general marketing emails; and the click-to-purchase rate for these targeted emails was 28.7% compare to just 2.5% for general emails.

Here are some important considerations for implementing a successful re-marketing initiative:

Building Blocks of an Email Re-marketing Campaign

  • Timing — As they say, timing is everything. Shopping cart abandoners have a short attention span. According to SalesCycle’s survey of 200 global brands:
    • emails sent within 20 minutes achieved on average a 5.2% conversion rate
    • emails sent within an hour achieved on average a 4.5% conversion rate
    • emails sent over 24 hours after a basket was abandoned achieved on average a 2.6% conversion rate
  • Content — An effective re-marketing message isn’t just about what’s placed in the cart; it incorporates behavioral data and knowledge of the consumer to deliver a personalized message.
    • Personalize. Using information about the individual’s profile, engagement history and behavior can help marketers determine what call to action the consumer will most likely respond to—or if the cost of re-marketing outweighs the value of the customer.
    • Offer contextually relevant product recommendations based on their browsing and shopping behavior, in addition to reminding them about abandoned items.
    • Include customer reviews. Social validation has been proven to have a significant impact on purchasing decisions.

Cart abandoners are an online retailer’s gold mine so it’s important to have the right tools in place to deliver the right message at the right time.