Most businesses now
acknowledge the importance of emaill to their business model.

However, despite
the growing acknowledgement that email is an important revenue building tool,
it has not led to uniform treatment when allocating budgets or devising email
strategies.

Email is cheap. We all know that. However, just relying on one
cheap, mass blast, is now not enough when it comes to improving revenue. Despite
this a large amount of companies are still not effectively investing in email
marketing and in doing so are missing a huge opportunity.

The recent Econsultancy Email Census 2011 found that many email marketers were failing to focus on basics such as deliverability and testing to improve campaign performance.  

So here’s a call to any email marketers still trapped in a
mass mailing strategy. Below are three key actions to help you become a
strategic email marketer
, enabling you to effectively measure ROI and generate
revenue.

Measure revenue and beyond

Email tracking is more than opens and clicks. If you are trying to measure
effectiveness in email, opens and clicks become a slightly irrelevant metric to
measure.

Consider this, a subject line is only as strong as the revenue it
creates, you don’t want opens you want sales (unless you get paid for opens of
course). It’s a popular misconception in email marketing that more opens and
clicks equals more revenue (flashback to early days of online marketing!!).

The
bottom line; always identify the revenue driving actions. This is what you need
to measure.

Without revenue tracking, and individual level response
data, all that can be measured are the volume drivers (opens and clicks) and at
that level all this will lead to is the eventual conclusion that you just need
to send more emails (not productive at all).

Think beyond
campaign email

I hate the phrase “low hanging fruit”, but it’s the most apt
phrase to describe the most basic non-campaign money maker here; Basket (cart) abandonment.

This is a simple driver to extra sales, using the action of the
potential shopper in abandoning the shopping process, to trigger a customer
service email. They are not only the simplest to implement, but also one of the
highest ROI emails you are able to deploy.

The recent Conversion report from
Econsultancy and RedEye found that of the 35% of organisations who DID target
people who abandon their online baskets or shopping trolleys, 84% of them had
seen improvements in conversion rates!

From the basic abandoned basket email, you can then look
further up the conversion funnel to identify more opportunities. After the
basket, where were they before? What pages fill the basket funnel?

These key
pages represent further opportunity to use the next level of behavioural email,
Conversion Segmentation. Using the same mechanisms as the Basket Abandonment email,
conversion segmentation looks to identify those people who carried out key
actions, but didn’t enter the basket process.

This is another opportunity to
influence and convert customers who are close to making buying decisions.     

Plan to implement lifecycle marketing (e-RFM).
Think individual!

Customers have a lifecycle and at each stage of this, they
will need talking to in a different way, demand different frequencies of
email send and have different objectives (although all should drive ROI
directly or indirectly). 

Defining different strategies for each of the lifecycle
segments will help to make your communications more relevant to the recipients.
Even starting with a simple specific welcome strategy or a strategy for your
very best customers, will pay dividends by concentrating your initial
segmentation efforts where they will show the greatest ROI (chase the money).

Here are some potential segments that could be developed
into specific strategies; 

  • Prospect or Browser
  • Welcome
  • Loyal
  • Mature
  • Defection 

There is no need to do all these at once, the staged
implementation of these types of strategies will enable you to refine one,
before moving on to the next.

Why bother, let’s keep it cheap and cheerful

Making the most money out of email is no longer cheap and
cheerful; the bulk non targeted email “blasts” of yesterday have gone. Driving
your email marketing to the strategic stage is not a “nice to have”, the
competition this year (and coming years) is going to be pretty hot.

However
it’s dressed up, there will be less money in the customer’s pockets and the
fight for conversion will be a tough one, requiring marketers to use every
trick in the email marketing trade.

There is no point of equilibrium in online marketing, your strategy and
tactics will either be pulling customers away from your competitors, or your competitors
will be pulling them away from you.