Developing Behavioral Emails To Raise Return On Investment
Customers these days can behave erratically
Customers these days can behave erratically. When you consider how many communication mediums are available, it's no wonder they are so moody. Bouncing from pixel to ping with lightening speed is enough to edge anyone into mutable mayhem. As a marketer, observing and predicting customer behavior-especially in the media maelstrom-is key to getting noticed. To do this well, and with dividends, you must know your customers: what they do, what they like, what they view and what they buy. By monitoring these things, you'll be able to understand exactly why your customers act, and convert the way they do. And this insight is worth tons in the long run.
Email's flexibility breeds focus
The fact that email is so flexible and adaptable to reader habits is ideal. Email is the absolute perfect tools for addressing your audience and meeting their needs. That's because email functions as a conversation-and based on user behavior, you can specifically focus that dialogue to address customer interests and patterns. By developing emails that are crafted to be behavioral, you can speak to your reader's individual personality. This tactic not only keeps you in their good graces, it ultimately leads to higher conversion rates. When you integrate 'smart' email content with other online tools, you build prospect relationships that yield ongoing success.
Going insane over great content
Boost the 'wow' factor in your emails to maximize their impact substantially. There's nothing like a tantalizing email hook to entice a hungry reader. But this ploy only works if your target is really hungry - and enticed by your message. In order to do this, you need to create emails that mesh with the habits of your subscribers. You can do this by applying some basic psychology.
In order to understand how to connect with your customers, you must understand how they react. As you hone your understanding, keep these basic behavioral categories top of mind:
1. Activities
2. Interests
3. Past purchases
4. Viewing habits
5. Other traits specific to website, email campaign, or media engagement
Travel inside your subscriber's brain
Research from multiple sources and from clients consistently shows that sending the right person the right email message at just the right time can, obviously, significantly drive email marketing ROI. But how do you know what your readers want? To answer this, learn and adopt these 'best practices' for targeting results:
1. Be a reliable email partner
Make sure you have a consistent schedule for your email communication. For humans, most routines are hard to break and this will play in your favor.
2. Divide and segment your list
Make sure that you keep track of customer responses and repeat behavior of each email segment. Over time, patterns will emerge-such as clicking on certain ads or special offers-and you can adapt your sends accordingly.
3. Give your loyal subscribers a reward
Make sure you utilize email to drive your loyalty programs. This approach also leads to a significant increase in email click-through and engagement.
4. Sound like your readers
Write email in the voice of the customer-literally. Targeting this way, along with consumer-generated content, can lift conversion by more than 20%.
5. Remember history repeats itself
Identify individuals who are likely to purchase based on past history, activity and interests. Develop these propensity models as a regular part of your monitoring process. With the data, you can customize dynamic emails with the most relevant content.
6. Follow abandoned carts
Use website analytic data to target specific emails based on browsing activity and abandoned shopping carts. Response emails can be extremely targeted and produce an immediate revenue stream.
7. Use up-sells
Make sure you create newsletter messages that either drive people to your site or cross-sell your other services and solutions. Note, be careful to follow CAN SPAM rules with opt-outs, but leverage the opportunity while you have it.
8. Send email reminders
Remind individuals or procurement managers that its time to re-order. Set up triggered emails based on previous purchase behavior to automatically send. Test for timing, content and offers to monitor engagement behavior.
9. Ease 'em over
Ensure your customers actually want to purchase online. There are many people who, even still, are hesitant to purchase anything online. If you throw web offers and ads in their face, you will scare many customers away. It's great when customers can be tracked by purchasing online, but make sure that your subscribers know that they can purchase your products offline too!
10. Send out email surveys
Follow-up with your customers after they have converted to strengthen the connection. Send emails that gather market research and involve customers in product development and/or customer service reviews.
This high-touch technique helps customers feel more connected to your brand. It also gives you the opportunity to drive additional purchases and show customers you value their business and opinions.
11. Ensure consistent customer engagement
Apply data to create campaigns that divert poor behavior, such as consumer inactivity. Some marketers use offers, while others have success with simple reminders about program and product benefits.
Consider the future
Email is a proven method for boosting revenue and brand recognition. Scalability, flexibility, and customization make it a choice that marketers can count on to deliver results. Surges in media outreach and digital storytelling simply build on email's inherent power to connect and produce ROI.
by: Jacob Blaney
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