Let’s be real. Bulk newsletters for ecommerce should not even exist anymore. Chances are you’re spending time composing a newsletter only to get underwhelming results. According to statistics, marketers have noted a 760% increase in revenue just from segmented campaigns over bulk newsletters. And that’s not even sending 1-1 personalised email, which is even more relevant. The good news is, it’s not too late to change things up and shift your focus towards personalised email marketing.
Personalised emails deliver 6x higher transaction rates
Like many people, I receive a lot of marketing emails daily. A good amount gets deleted or ignored, most end up in ‘Promotion’ or ‘Spam’ and only a few are opened. The problem is that these emails are not relevant to me and it seems like every company out there is trying to make a buck off me by sending me something that doesn’t even interest or benefit me.
Only 39% of online retailers send personalised product recommendations via email - Certona
What can you do to provide relevance and value to your customers’ lives? For the most part, understanding your customers is a priority. It will involve a lot of research and planning to learn about your customers, and get real qualitative feedback. There are also automatic tools to understand your customer data (like us) which analyse your customers’ behaviour to understand what content they are interested in, based on their clicks and purchases.
Personalisation is not just using someone’s name, it’s about content
Using someone’s name in an email will definitely help your chances of getting your email opened. But to increase clicks and revenue from emails, the content itself needs to be personalised. Show your customers the products they are actually interested in.
Improves your deliverability and click-through rates
Bulk newsletters often gets deleted and marked as spam by users. When this happens too often, it will affect your IP reputation and deliverability in the long run. Your emails will automatically be filtered and end up in spam. It will be very difficult for you to get that user back again. Instead, stay contextually relevant and continue to stay current with your customers’ data as it could change very quickly.
Personalised email messages improve click-through rates by an average of 14% and conversions by 10% - Aberdeen
What measures can you take to increase interaction within email? If you are sending out the same email to all your subscribers, chances are, your click through rate will be low. You can’t expect to engage all your customer segments with the same content. Instead, send a welcome email with an offer to new users, a notification email for low engaged users and a product recommendation list to regular customers.