If yours is a retail or e-tail business revving up your holiday email marketing engines, this advice is not
for you (but good luck and Godspeed!)
If on the other hand you’re in the same camp as non-retailers - your email messages running the risk of being stampeded by the crushing annual blow of “buy now” retail promotional messages to consumer inboxes from September through December - read on.
Although some non-retail sectors (travel and hospitality among them) experience an uptick during the holiday season, most can’t count on the lion’s share of their annual revenues to cascade in during Q4. Still, that doesn’t mean we don’t have sales and marketing goals to reach; goals that email carries a lot of weight for.
So how do you break from the retail holiday marketing pack during the busy season and what (if anything holiday-related) type of email should you send?
You probably know by now that segmentation improves email marketing performance significantly
, so if you’re still operating primarily in “batch and blast” mode it’s time to start slicing and dicing your subscriber file.
Marketers who practice list segmentation see better open and click-through rates, fewer unsubscribes and better deliverability
. The reasons are obvious: segmentation creates discreet audiences we can laser-target with offers, creative, and information crafted specifically for them, at just the right time. This in turn improves relevancy and
The U.S. Census Bureau releases the results of its 2010 census this summer and marketers are advised to prepare for some major demographic shifts. In a recent interview I read of Peter Francese, consultant to advertising megalith Ogilvy & Mather and author of the research report 2010 America, I was surprised to learn:
Creative Commons License photo credit: FindYourSearch
If you’re just tuning into this series, Part 1
explored the difference between broadcast and triggered-email, explained the role of trigger-based email, and defined the fundamental characteristics that make it so powerful. Part 2
took a deep dive into the first two of four must-have triggered-email campaigns no email marketing program should be without: welcome
campaigns. Here in Part 3, we’ll wrap things up with a look at the last two of four essential triggered-email campaigns: up-sell/cross-sell
The Up-Sell/Cross-Sell: Are You Leaving Money on the Table?
Too many marketers think about email campaigns as singular blasts rather than as a progression
of offers and information interwoven into a conversation – a conversation designed to maximize customer lifetime value. There are plenty of great tips for building ongoing engagement and loyalty with your list members here
. Still, if you’re thinking in terms of “one and done” campaigns, it’s time to develop an up-sell/cross-sell trigger program.
Here are three types of up-sell/cross-sell triggered email campaigns to implement during or after the conversion process.
When I teach email marketing, I always explain that there are two main “flavors” of messages: broadcast email – a uniform message sent to everyone on the list, and triggered email – a message triggered by an event, time or action sent to a specific person for a specific reason. Although you can segment your list and version your broadcast campaigns to specified groups with different offers and creative for say, men vs. women, the real power of personalization and relevance lies in trigger-based email.
Jupiter Research* found that behaviorally-targeted trigger email campaigns get 30% higher open and click-through rates and three times the conversion rates of broadcast email (this is even higher response than tightly-segmented broadcast campaigns receive). And if that’s not enough reason to get on board, eMarketer just reported that