‘Personalised marketing’ is fast becoming the new digital marketing trend – it’s purpose is to adapt products and services (in this case emails!) by using information that has been inferred from the consumers behaviour or transactions. Personalisation and customisation are different; the marketer is in charge of personalisation not the consumer (Montgomery & Smith, 2009).
It gives marketers the ability to tailor email content based on demographics, interests, location or even purchase history, reaching the mass audience by each email with something that seems personally relevant (Daykin, 2015). Personalisation will eliminate tasks for consumers and allow marketers to better identify the user’s needs and goals from past behaviour (Montgomery & Smith, 2009). The likelihood is that you will pay more attention to emails relevant to you and get annoyed by others that are irrelevant or spam. With the increase of people using mobile to read their email, personalised marketing is also effective on your mobile – mobiles are a very personal item and you expect to only receive communications via mobile that are personal to you (Daykin, 2015).
Source: Hi Shivani! Why the fashion industry should use personalisation in email marketing and go beyond just a name… | Shivani’s Digital Marketing Blog
Email marketing is said to be one of the strongest marketing channels, if it is supported by an effective email marketing strategy. This is fundamentally important for retailers as customers increasingly expect email messages to be more personalised, relevant and engaging. With this in mind, this blog will be focusing on the most important aspects that make up an effective email strategy for online retailers. Recover abandoned shopping charts; with the growth of online stores, abandoned shopping chart rates continue to increase. Pungartnik (2015) states that one in every four customers actually finishes the purchasing process. Retailers that effectively use this can retarget customers to reignite interest. Furthermore Website Magazine (2014) note that recovering abandoned shopping carts is one of the best ways for online retailers to increase conversions via email. There are many businesses online that help retailers with reigniting consumer interest. This includes UpSellit, which has the ability to capture leads as soon as they are typed, and send a recovery message as soon as customer leaves the retailers site.
Source: What makes an effective email marketing strategy for online retailers? | Digital Marketing Tipster
While there are no ‘set’ guidelines for the perfect landing page, it is generally assumed that the page should be simple, free from navigation and easy to look at i.e. well designed. I understand that as a clothing retailer Missguided want you to browse their shop for further products, but what I found was that I couldn’t be bothered to go through all the pages of knitwear and while I chose a jumper, had it not have been right at the top of the page I would of likely clicked off knitwear, losing my 30% off and ultimately not bought anything.
Removing navigation means removing distractions (Sobal, 2014) and leaving just the offer the reader clicked through to. For example, a page of selected clothing with clear headers could be more successful and adding a link (similar to the ‘not your style?’ link in the email) to take the reader to the main site would allow the reader to browse the knitwear without distraction and then have the option to view the whole site, I feel would work just as well, if not better for Missguided.
via Missguided’s success with email marketing | Digital Marketing.
Pavlov et al. (2008) state that email marketing is a legitimate, lucrative and widely used marketing tool. The word that stands out here is “lucrative”. According to a census carried out by E-Consultancy (2015) the revenue generated by email has increased proportionately by 28% in the last year. In recent years, the ROI that is generated from email marketing has reduced, but it is still ranked as the most profitable tool available to businesses. Pavlov et al. (2008) do go on to point out that it is in danger of being overrun by spam mail, which may be a contributing factor for this reduction, as well as the increased us of other marketing tools available.
The effectiveness of email is primarily because it is permission-based. The consumers on business’s email list have given the go-ahead to send them emails. This means that they’ve already bought in to the business and want to find out more. I have put together few measures businesses may consider when executing their email campaign:
via Is Email still an Effective Marketing Tool? | The Digital Side of Marketing.
Email is not dead. Waldow & Falls (2012) argue that emailing cannot be dead, when research has shown that 94% of us send or read emails every day, and most of us manage at least two accounts. Furthermore, for millennials, this number is even higher at 96%. So what does this show? That emailing is still an activity which is heavily engrained in our daily lives and habits; in fact, it is most likely to be our number one online activity.
With that being said, does it mean that email is an appropriate marketing method for companies to reach its target users? Firstly, it might be necessary to look at the pros and cons of each:
via Is email marketing a good way for businesses to engage with their users & direct more traffic to their website? | pl67’s blog.
The power of email has always remained a useful tool for many companies to virtually reach out to customers and suppliers etc (Cases et al,2010). Many marketers today still try to make use of email marketing as a strategy due to its undying popularity (Mohammadi et al, 2013) as the ‘killer app’ of online marketing (Gopal et al, 2006).
So what is email marketing? It involves sending a direct promotional message to a large group of people (Mohammadi et al, 2013). However, why companies still love to use email for marketing is the fact that they can instantly send a message to all their customers simultaneously at a low cost! (Gopal et al, 2006)
Many companies still choose to implement email campaigns to their strategies to try to sell or promote their products/services to customers. However, the challenge is making an effective campaign that people will respond to. This blog will discuss some helpful tips that can go into making a successful email campaign and some of the worst campaigns (to help deter you from making the same mistakes) for your company.
via Exploring the world of Email Marketing (and some helpful tips) | kps13’s blog.
The popular opinion of managers is that personalisation is essential for improved email response rates (Ellis-Chadwick & Doherty, 2012). But how personal should a company be with their emails? Is the email going to capture the attention of the recipient or will it leave somebody worrying what personal information of their’s is recorded in a company’s data, how that information was captured and how protected it is?
To address the question of how personal is too personal, we will assess the different types of personalisation that companies can implement in their email marketing.
via How Personal is Too Personal – Personalisation in Email Marketing | Sophie Koudoua’s Blog.
Email newsletters are an excellent way to communicate multiple offerings and nurture relationships with consumers (Neilson, 2010). 77% of consumers prefer to receive permission-based marketing communications through email (Lacy, 2012).So how do we ensure we are getting the best out of our email newsletters? Here are some best practice tips…
via Email Newsletter Best Practice | Sophie Koudoua’s Blog.
In my research I have not found many small hairdressing businesses that use email marketing as a technique, and more specifically newsletters – even the most prestigious of businesses with a Central London location… This got me thinking, why?
It could be because businesses feel that they don’t need to, as their competitors don’t either, a lack of financial resources, time constraints and expertise that could mean businesses don’t want to invest into digital resources, and the associated time this would take to implement. The most important factor could be simply because they don’t need to, especially ones with a Central London location, this in itself provides exposure and daily footfall to their premises.
However, if you’re interested in starting email marketing and newsletters, download HubSpots (2014) free and downloadable ‘How to create email newsletters that don’t suck’ which is the ultimate BIBLE for newsletter creation.
via Email Newsletter for a small hairdressing business: Cutting it with customers | Stef G’s blog.
This blog has been influenced by the research of Ross (2011) who is the creative strategist at e-Dialog International. He explains how the digital revolution means that mobile and social are now the most essential tools for marketers.
With the digital marketing industry being a rapidly changing one, I think it is important for companies to keep up to date with the latest technologies as their competition will be doing this! This includes the use of mobile marketing and social media.
E-mail campaigns still tend to be the less intrusive form of marketing, as I personally am still finding cookies very intrusive as I may have been looking at a holiday on Booking.com’s website and then when I go onto Facebook, there is an advert for it (And nowadays I tend to find an e-mail in my inbox as well). Although intrusive, this is clever marketing in my opinion, so definitely worth considering in a marketing strategy.
via Integrating mobile and social media with e-mail campaigns | lw258’s blog.