Making the argument for Remarketing with Email
Automated email marketing, Event-triggered email, Behavioural email, Email sequences, Abandoned shopping cart email. Call the technique what you will, I've been a fan of the relevance you can deliver through contextual emails like these for a long time - it's been possible to do this for over 10 years now!
The appeal of delivering the right message at the right time, in the context of an action taken on the site are obvious and compilations of success show this is well-founded. Likewise the recent Redeye report on Email Remarketing -- shows that for different sectors email and engagement and conversion rates are far higher than average email response. This compilation is for retailers:
Why isn't email marketing more commonplace?
But it seems to be tough…
I'm talking about increasing response through personalisation at an upcoming Redeye Email marketing workshop, so just thinking through the variables in response to a question from an IDM graduate who asked:
I sat in on an agency briefing this morning re: email marketing to a number of different segements (trialists/registrants/subscribers etc) to promote new section of a web site, and the agency guy said that in just the past few months they had noticed that using personalisation on emails (and acknowledgement in copy of which segment they came from) was no longer a good idea, and could depress response....???
This seems to go against everything else I have been hearing - is this what you're finding too..??
Dave's answer:
Personalisation is a balancing act between these variables which all email marketers control. If you look at campaign response this way, you can see that personalisation can quite…
Email marketing gives new options for list segmentation in addition to classic segmentation methods such as demographic and psychographic segmentations. This Q&A, with Lucy Conlan of cScape reviews these options and also includes discussion of how to treat the "emotionally unsubscribed" list members who are a natural part of every email list.
This month's Q&A is with my colleague Lucy Conlan from the cScape Customer Engagement Unit. Lucy was previously senior marketing manager at the UK"€™s premier arts centre, the Barbican, where she worked on Customer Relationship Management and campaign integration activity, including on the re-launch of the award-winning Barbican website.
Q1. How important do you think it is to segment your Email list?
Lucy Conlan, cScape: The very size of an organisation"€™s email list can be a political minefield. Senior…
