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Author: Matthew Kelleher
Matthew has 8 years of experience in email and online marketing. Originally launching Claritas Interactive and helping to develop this across Claritas Europe, he was a member of the original Email Marketing Association (eMMA) and a founder member of the DMA Email Marketing Council. He is currently Commercial Director at behavioural marketing and analysis group RedEye.
Relevance is the Holy Grail, not just for email marketers but for marketers in general. The word relevance has been over-used to the point of making it a cliché.
However, at the heart of every cliché is fact, and think about it for any length of time it quickly becomes clear that every tool, every tactic, every strategy we use to improve email results is purely focused at achieving one result – greater relevance.
Do you have a mobile optimised site? If the answer is no, then how long can you continue to ignore the lost opportunity as customer preferences shift? And are you interested in maximising the volume of customers who visit this site?
Optimising the Mobile Journey is no longer optional...
What is the key to relevance in email? Simple… it is knowing what the customer is interested in.
Whilst not wishing to be too prosaic, email marketing is the pursuit of relevance. Relevant emails get read and make money; irrelevant emails go into junk or worse still get unsubscribed (leading to a subsequent loss of lifetime value).
The art of good email is knowing what someone is interested in, and that applying this to all future email communications.
How marketers measure email is changing and will continue to change.
Where we used to look at open and click rates, today we are putting in place plans to measure email lifetime value. So what is going on?
I was reviewing results from a split creative test on a basket abandonment email recently (names removed to protect the successful) and it struck me how the methodology for measuring email results can, quite erroneously, determine how we use email marketing and develop marketing strategies.
So I thought I would combine the results here with my recommendations on how to measure email marketing.
I've seen a lot of advice recently suggesting that 'recency is the key', and all basket abandonment emails should be sent immediately.
I find it quite depressing. Individuals giving this advice assume that all customers are the same. Segmentation, customer analysis, research and even good old fashioned ‘thought’ is ignored for the sake of a headline.
In translation, these vendors are screaming ‘Spam the lot of them immediately!!’
It seems most of the controversy is based on the typical ambiguity that seems to exist in many online rules and regulations. Because, let’s face it, the situation is meant to be led by public opinion, with the legislators supposedly following suit. The public want to be “protected” from evil online marketing spies, who are poised and ready to sell something at the first sign of interest.