Email Marketing Outlook: How to Create High-​Converting Campaigns

Do your accounts worry that they’re driving away customers with too much outreach? It’s a valid worry when thinking about the email marketing outlook. According to Attentive, “81% of consumers ignore messages that aren’t relevant.” Then there’s the concern about overwhelming consumers with messaging. AudienceSCAN reports that 35% of consumers ignore email messages when they get too many from a vendor.

How does personalization impact campaigns?

Attentive’s latest study, along with AudienceSCAN data, can help your accounts find the perfect level of outreach. Their research is based on the input from over 3,000 consumers globally, with 1,000 of them located in the U.S.

Your accounts are familiar with the “unsubscribe” notices they receive from some of their customers. They can avoid some of those separations if they use personalization strategies.

The first aspect of personalization is about understanding your audience. Help your accounts gather and store data points about customers. They can then use this information to personalize.

For example, if a customer purchased a specific brand, sending a promotion about another product from the same brand will be well received. That strategy is considered “relevant product suggestions” and is favored by 52% of shoppers.

The power of promotional messaging

Suggesting a product may not be enough. A good email marketing outlook means offering the recipient something of value. Consumers are more likely to purchase when vendor messages contain the following:

• Back-​in-​stock notifications 75%
• Loyalty point reminders 68%
• Sales alerts 67%

Consumers don’t always need a promotional message when they hear from your accounts. But your accounts should be focused on a simple message when they reach out. They can increase value by studying engagement patterns.

How engagement and response vary by generation

Attentive has uncovered several engagement behaviors that are generationally evident. For example, Gen Zers respond well to event invitations and “behind-​the-​scenes content.” Older shoppers, such as baby boomers, like to hear about “product care and styling” tips. This is especially true for products they’ve splurged on. Older consumers want to be sure their investment endures.

With the right kind of data management system in place, your accounts can promote products to customers who are likely to buy. They can also “exclude” customers who have made a similar product purchase in the last day or week. This strategy emphasizes “timing for maximum impact.”

How to appeal to time-​starved shoppers

Consumers want to shop online but finding what they’re looking for can be a tedious and time-​consuming process. Around 45% want that process to be easier. One way to improve that process is to recommend products based on their shopping history. 53% of consumers want this level of personalization.

47% will stick with a brand that remembers their past interactions. Consumers who are time-​starved also appreciate a brand that can anticipate what they might order. Whether it’s a favorite shampoo, shaving cream or cooking ingredient, understanding the timing of the purchase and sending refills automatically wins favor with consumers.

Consumers want convenience but they want to protect their data, an important factor for a successful email marketing outlook. They recognize that when brands use surveys, they are gathering data points. When marketers provide assurances about how they’ll use the data, they are likely to retain clients.

Why cross-​channel personalization works

Around 85% of consumers who have signed up for text messages from a brand also subscribe to emails. This is great news for your accounts. They have multiple opportunities to connect. They just need to be sure that they offer the same promotion in both outreaches. Doing so will sway 58% of consumers to potentially make a purchase.

How to set email flow

Another big issue, abandoned carts, can be addressed with the right triggered email flow. Sending a follow-​up around 15 minutes or half an hour after abandonment can serve as a welcome reminder. The shopper could have been interrupted and forgot they were in the process of placing an order.

How many people place an order after receiving a message about a sale? Around 50%. But there are other opportunities based on what your account knows about them. Some of these data points, which should be stored, include birthday or other special days when purchases have been made in the past.

Around 25% will respond when they are shopping for a holiday, according to Attentive. And AudienceSCAN data indicates that 28% of consumers will respond to a birthday greeting/​rewards email from a vendor.

Don't overlook the importance of time of day

Marketers have the most success with messages sent in the evening. Around 61% of consumers will respond then. But around 40% of people are early birds and respond to morning messages. In fact, 53% of senior business leaders and decision-​makers reach their email early in the morning, according to B2B BuyerSCAN from AdMall. These are additional data points that your accounts should be capturing and storing.

Conclusion

The email marketing outlook is positive. The best news is that your accounts may be able to generate a 27% increase in outcome, like others in the Attentive study. Help them establish data collection and a workflow that allows them to achieve their goals.

Photo by Rodeo Software on Pexels.