Differentiating the number and type of emails based on customer behavior can pay off big time. In our blog “How to Get Started with Predictive Marketing?” we discussed the hidden goldmine of opt-outs:
By differentiating the number of emails sent to different customer segments, you can boost revenues at a rate of nearly one million dollars per 100,000 subscribers (currently in your database).
AgilOne Email Edition comes out of the box with seven behavioral segments, which can be used to personalize emails: Enthusiasts, Main Street, Sleepy, Phantom, Newbies, Ignored, and Opt Outs. These segments can be imported into your email service provider and used to target email campaigns.
Whether you use AgilOne or build these segments by yourself here are some ideas for campaigns to target each:
1. Boost the value of your “Enthusiasts”
Enthusiasts are fans and ambassadors of your brand. While they represent only about 3% of your email database population, enthusiasts account for more than 20% of your email clicks and opens, and they have open rates as high as 80%. Build a deeper relationship with these key advocates, get valuable feedback from them through surveys and product reviews, and drive them to share reviews and offers on social media.
2. Keep moving the needle on “Main Street” activity
Many of your customers are on Main Street. They are aware of your presence and stay engaged with you through moderate email opens and clicks, and possibly even some purchases. It’s important not to let these contacts fall into the “Sleepy” category, so keep up a regular touch with useful content and occasional offers to stay top of mind and easy them into the coveted “Enthusiast” category.
3. Wake up “Sleepy” contacts
Some contacts were once active but have recently shown slower engagement rates and are at risk of being lost altogether. Your first task is to identify these valuable at-risk customers, tailor your email frequency to those who are touch-sensitive, and target special offers to re-engage and move them up the engagement ladder.
4. Beware of the “Phantoms”
Phantoms show virtually no engagement through opens or clicks. They are a drag on your email engagement rates and cause deliverability issues. It is best that you lower the frequency of emails to this group to an extreme minimum by creating separate contact lists, identifying disposable email addresses and moving them to a master suppression list, and sending them special win-back campaigns with enticing subject lines.
5. Onboard the “Newbies”
Newbies are contacts who were recently added to your email database. They have higher engagement than regular groups but they are also more at risk of unsubscribing because they have limited engagement history. You should develop specific “welcome” programs for newbies and generate a moderate frequency of emails to avoid scaring these fresh contacts away.
6. Don’t let the “Ignored” fall through the cracks
Sometimes opt-in customers don’t get touched by any of your emails for some lengthy period of time, either because customer segmentation queries leave some contacts out or a suppression list has not been refreshed. Smart Email ensures that these “ignored” prospects are not falling through the cracks and get at least a minimum number of emails.
7. Know the cost of “Opt Outs”
With average unsubscribe rates of 0.5% per email sent, you could lose as much as 22% of your contacts over a six month period with weekly emails. That’s a huge revenue loss. AgilOne Email ensures you’re sending content they want to see with optimal frequency to reduce the number of “Opt Outs.”
If you want to learn more about how to target your emails download The Retailing Marketing Playbook with 17 different campaigns you can use to create emails that delight customers.