There’s an ongoing debate over the role of permission in sending marketing email to customers you have a pre-existing business relationship with. Although in recent years opt-in list building practices have clearly been on the rise, there is still no clear legal mandate for opt-in as a standard email marketing practice in the US and many countries.
There’s a heated debate in email marketing over what to do with inactive subscribers and whether or not they can seriously harm a sender’s reputation, deliverability and response enough to justify no longer emailing them. The passion on both sides of this issue – the potential harmful downside of continuing to mail “inactives” juxtaposed with the potential helpful upside of keeping them on your list – makes this argument one worth taking a closer look at.
Given that all things Internet seem to move at the speed of light and come or go overnight, it’s fairly impressive to see commercial email marketing approaching its fifteenth birthday. I remember first becoming involved in email in 1999 and being impressed then with what was creatively and technically possible – even though dial-up Internet connections still outnumbered broadband! Although anti-spam software and abuse-prevention delivery rules have often thwarted the channel’s technical capabilities (even since its early years - video in email was possible in 2000), there is no excuse to still be mailing like it’s 1999.
Vary frequency and cadence seasonallyRetailers live and die by the holiday gift giving season (hence the term “black Friday” for the day after Thanksgiving, traditionally the biggest shopping day of the year on which many retail businesses that haven’t yet made an annual profit will go from “being in the red” to “being in the black”). Even before the days of e-commerce, holiday messaging was much more frequent than advertising done at other times of the year. This increase is easy to see in the email marketing frequency of retailers, which goes from monthly or weekly to as often as weekly or daily during November and December. It may not be at holiday time, but chances are there is a period or there are seasons when it makes sense to increase your
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