{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

I’ll be teaching Econsultancy's upcoming Email Marketing Training Course, so thought I’d drop over a few ideas as a quick preview of some the areas we’ll cover.

Here are five tips across different stages of a relationship cycle to consider within your email marketing process. We'll cover the tips in more detail on the course with examples of how you can integrate into your current, or future email programs.

1. Acquisition

Consider a push-pull relationship with your social media channels and think about the right time to drive people into social, and the right time to pull them back into email.  ‘Likes’ lack real attributable value but we can transfer these into ‘subscribers’ which you are able to measure the value of.

It's important to encourage sharing via social and then from social ensure you provide a form for people to sign up to your email as well.  Incentivizing can work really well to encourage database growth.

2. Conversion

How do we treat those who aren’t ready to buy today? Consider integration with other channels based upon clickstream information.  Is it possible to use telemarketing (certainly for higher value sales) based upon activity, or non-activity? Or can you provide value through useful content to increase engagement and ease them on a journey towards conversion?

3. Growing Value

Use automated content post purchase to give customers more value, whether that’s helping them to get the most out of a free software trial, giving them tips on using their new purchase or even providing other useful content relevant to or in the same field as the product or service you provide.  These always provide upsell or cross-sell opportunities.

A great example I had recently was from a photography website builder (a software platform).  In addition to information on using the platform, they also sent me regular content suggesting things to consider around setting up my photography business.  I was truly engaged with them throughout my trial, bought following the trial and even increased my hosting package!

4. Retention

Think about including reminder emails.  This could be for anything from toilet paper to unused vouchers to birthday cards.

I never run out of contact lenses anymore as I receive a ‘don’t forget to re-order’ email before I do.  It becomes a seamless service that I don’t even have to think about, so why would I even consider shopping around.

It’s also a great opportunity to use this email for cross-selling. I am going to buy, so encourage me to buy more!

5. Re-Activation

Attempt to reactivate recipients before they unsubscribe.  Choose a time period of inactivity that you consider to be ‘lapsed’.  Once recipients fall into this category, look to treat them differently. 

Remind them about the strong points of your offering, or give them the option to receive less or perhaps even different content.  Be careful on the use of offers at this time; or at the least ensure that the ‘lapsed’ period is long enough for them to have missed out.   I was a member of a wine club once who always gave an offer if you abandoned your cart.  Funnily enough, I always abandoned and rarely paid for shipping!

For more in-depth examples and many other practical tips you can implement to help increase your ROI, join us on our New York Email Marketing Course on November.

Dave Littlechild

Published 13 September, 2012 by Dave Littlechild

Dave Littlechild is an email trainer and consultant from the UK, now residing on the other side of the pond where, amongst other things he is a contributor to Econsultancy.

2 more posts from this author

Comments (1)

Avatar-blank-50x50

John Green

There are some great points raised in this piece. Retention is key because it is harder to attract new customers than it is to keep the ones you already have.

over 3 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.