All posts by Rachel Rewerts
Need a head start to your Holiday email campaign? Here is a rough outline tailored slightly for online retail, but easily adjusted to any business:
Week of October 8th: Holiday Sneak Peek– Highlight your new Holiday arrivals.
Week of October 22nd: Send follow up email–Segment by openers, non-openers trying different subject lines.
Week of November 5th: Focus on Fall again–Chance to clear out remaining Fall related inventory. Send this only to your most engaged members or members that have a history of purchasing from clearance related emails.
November 20th: Sneek Peak- Cyber Monday deals and one early offer
November 26th– Cyber Monday—Send out email at 5:00am with deals and then a reminder at 12:00 to those that didn’t open.
December 5th: Holiday Offer and reminding subscribers of shipping dates.
December 18th: Last Chance for shipping including competitive offer only good for 24 hours. Send this one to anyone that didn't purchase from your previous email.
Taking some time to set up a quick schedule and goals for your Holiday campaigns can make a big difference this Holiday season.
What's your sending schedule? Need some help figuring our your schedule? We can help with that.
Feel like your email marketing program needs an overhaul? It's easy to find the low hanging fruit that could have a big impact. Check out these ideas:
Identify all sources of possible subscribers– Identifying the sources will help you decide the best way to welcome them to your list. Remember, email marketing is all about relevant content and starts with the welcome email.
Identify where your subscribers are in the engagement funnel– Sending a "buy now" message to someone who just bought that item is a waste of your resources. Check out this blog post about segmenting your audience on varying levels of engagement.
- Plan out the next few months worth of emails-Instead of only focusing on the next email you're sending out, focus on your short or long term email strategy so you can be more nimble if the opprtunity arises. Setting a schedule for your next few months of emails gives you the extra time to focus on those highly engaged members, moving them from simply subscribers to customers.
You have reached that point of moving to a more robust email platform. What's next? Switching over data from one provider to another can be a challenge. Here are three things to keep in mind when doing all that importing and exporting.
1. Recipients- While it's important to keep your original files of demographic info, it may not be the best idea to import all of that into your new database. Really consider the information you are going to use to target your email campaigns and import that information. The most important piece to keep in mind is subscriber type. Make sure to honor preferences of those that have unsubscribed by importing them as unsubscribed so you don't send to them again.
2. Content- Moving over content is very difficult, if not impossible. Primarily because images and links are probably being hosted by your old provider. The key here is to make sure you have samples to look back if necessary in your inbox, but copying over the HTML to your new provider is not a good idea.
3. Data- This is the part where you can really get bogged down in details and feel overwhelmed. It may be impossible to export all data for each member with your current provider. Instead focus on your overall trends. Export and save statistics for your mailings over the past 12 months (depending on your frequency) and also consider exporting your trends as well for a baseline.
Creating segments can be tricky when you aren't directly selling online or don't have specific preferences for clients to choose from. If you have been using an email marketing agency like Delivra, then you already have exactly what you need to get started. Create activity based segments. Start out by splitting up your audience based on the following criteria:
No activity (No Engagement)- Never opened, never clicked a link to learn more, or never forwarded or shared with any friends. These people have done nothing with your emails, ever.
No recent activity (Past Engagement)- These members were interested at one time. The time frame you use is up to you, but my recommendation is to keep it under 90 days or three emails. If there has been no action in 90 days or three emails, your members should be in this segment.
Members who have opened an email (Moderate Engagement)- These members have opened an email in the same time frame you set above.
Members who have clicked through (High Engagement)- These members are your most engaged audience. They appreciate and somehow use the content you are sending them.
Start out by sending the same content to each segment. After you establish your baseline then start targeting these groups in unique ways. What ways do you segment your audience?
Still need help identifying your audience for more targeted email campaigns? Check out 3 Segmentation tips for B2B Email Marketers and 5 Segmentation Ideas for 2012. Need one-on-one help? Schedule a consultation with Delivra.