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BizReport : Email Marketing : December 13, 2016

3 strategies to push email growth

Email continues to be a strong contender for customer engagement, despite the fact that it's been around for decades. The key is to putting the right strategy in place to push email engagement and growth. Here are three strategies to do so.

by Kristina Knight

First, segment for relevance

"What if your hard-to-reach audience is primarily geographic? The beauty brand Deborah Lippmann, founded by a former jazz singer who identified a market need for a diverse range of nail colors and luxury care products, uses email to create highly localized campaigns. For example, for a New York Fashion Week promotion with Manhattan stores, the company might use email to reach everyone who lives within an hour of Fifth Avenue and invite them to come to a store to receive a special offer. The brand also uses segmenting to cross-sell and upsell, and has directly tracked around 50 percent of its sales to email activity since automating its email marketing. You can use data to group contacts into segments based on factors including age, gender or geography as well as behaviors, and then create highly tailored messages for each," said Tink Taylor, Founder & President, dotmailer.

Second, use triggers to become more timely

"Triggered programs make email communications more timely and effective at generating revenue. Abandoned cart emails are one example. The Baymard Institute has found that 68.63% of shoppers do not go through with purchasing the items they have added to their basket. A little prompting via email with a limited extended offer to those who left items in their basket can be a big motivator," said Taylor.

Third, say thank you and follow up

"Building a great customer experience is an opportunity that should be happening year round. Always send an automated "thank-you" right after a customer has signed up to your email list and, or has made a new purchase. Leverage the insights you have gained during the holiday season and fine tune them for future engagement," said Taylor.

Tags: dotmailer, email content, email marketing, email marketing strategy, email tips

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