5 Emails Which Drive Value and Response


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We all struggle to create emails that are worthy of being opened.

We have to overcome the instinctive “Delete” reflex by our customers and prospects.

Following are 5 opportunities for emails that provide value, engagement and drive response.

1) Triggered messaging

Triggered messages (meaning those that are personalized, real time, or event related such as confirmations that are sent to subscribers in response to a specific action,) outperform generic emails. One of the reasons these types of emails are so effective is because they are relevant and personalized.

Ideas for triggered emails include:

  • Cart abandonment reminders
  • Order confirmations or shipping confirmations that include a personal thank-you with a time frame based thank you discount on their next purchase.

Additionally, according to eMarketer, for retailers, triggered emails enjoy an open rate nearly 75% higher than nontriggered emails, while clickthroughs more than tripled.

2) Transactional Messaging

According to the Experian’s “The Transactional Email Report, transaction-related emails, [prompted by] customers’ buying behavior, can provide marketers with great opportunity for improving customer service, gaining repeat sales and deepening customer engagement compared with standard bulk mailings…the average revenue per email is two to five times greater and can be up to six times greater than the all-industry average of $0.13.”

But don’t send “off the shelf” impersonal sales-based emails. Today’s transactional messaging, according to the survey is “branded, relevant and engaging…to take full advantage of the high level of customer interest and brand engagement that naturally follows a purchase.” Ideas for incorporating personalized Transactional Messaging include:

  • Re-order reminders, accessory replenish reminders, or sales alerts on products or accessories that obviously relate to a previous purchase.
  • Win-back emails for lapsed customers with personalized incentives based on buying history and preference data.

3) Engaging Email Subject Lines

Being engaging is more than just using your recipient’s name. Be relevant. Be “to the point” and deliver on what was promised within the body of the email. These, according to Christopher Lester, VP of sales at Emma, an email marketing platform, are the keys to successful and engaging email marketing.

Ideas for engaging email subject lines:

Lester advises that, “The email subject line is probably one of the most important pieces of a campaign… It’s the beginning statement of the story… The email subject line is just a…way of giving the user [a] quick analysis… what is the value of the email compared to the amount of time dedicated to opening and reading the message? …You’re building relationships and making full connections… If you deliver [on] the value consistently, you will never have to beg for an open.”

4) Mixed Media Emails

Mobile is changing many of the rules for email. Marketers must now create messaging that is delivery-friendly to traditional email inboxes as well as those on mobile devices.

Ideas for mixed media emails include:

  • Today’s consumer is multi-screen and multi-device. Make sure your email messaging provides a mobile device experience that is as good as your desktop experience.
  • Be sure your landing pages are also dynamic so that mobile or tablet users can view your messaging clearly, get to forms, or be able to click with ease.

5) Personalized Emails

There is nothing more engaging than a truly personalized email that is all about you, the individual customer.

Don’t reinvent the wheel. Learn from Amazon how they have taken personalized emails to a new level. The company has the ability to analyze and personalize both online and email content based on preferences, search history and previous purchases. Amazon sends its customers personalized product recommendations that entice a recipient to purchase a previously viewed item.

According to an in-depth white paper from Amazon, “The click-through and conversion rates – two important measures of Web-based and email advertising effectiveness – vastly exceed those of untargeted content.” Recommend that you read this report to gain thoughtful insights on sophisticated and effective personalization.

Republished with author's permission from original post.

Ernan Roman
Ernan Roman (@ernanroman) is president of ERDM Corp. and author of Voice of the Customer Marketing. He was inducted into the DMA Marketing Hall of Fame due to the results his VoC research-based CX strategies achieve for clients such as IBM, Microsoft, QVC, Gilt and HP. ERDM conducts deep qualitative research to help companies understand how customers articulate their feelings and expectations for high value CX and personalization. Named one of the Top 40 Digital Luminaries and one of the 100 Most Influential People in Business Marketing.


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