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From our experience, it is clear that relevant, engaging emails drive value. But what is a targeted, engaging email?
Contrary to the popular myth, sending a personalized email with the heading “Dear Mike” or a personalized subject line like, “Mike, this week’s special offer…” isn’t creating customer engagement, nor is it adding value to your recipient.
I was working with a retail client this week and posed the question, “How do you determine the content of this weekend’s email? Wouldn’t it be nice if this weekend’s newsletter contained the top 10 products viewed on your website this week?”
This is possible, and more importantly, this drives value as the content will be relevant to your audience!
See below an example of Amazon using web analytics to drive relevant and engaging emails.
Key points:
Opening text – reminds recipients why they are receiving the email – this is also highlighted in the subject line (which will increase opens and reduce risk of unsubscribes and complaints)
Products – relevant, top 6 products
Incorporating web analytics into your overall email strategy enables you to drive relevancy and above all ROI.
In a recent survey conducted by Econsultancy, “83% of senior marketers say multichannel marketing delivers increased revenues”, and “98% of marketers use 3 or more marketing channels.” Are you?
Want more tips like this one? Check out the first installation in our Creating Engaging Email eBook series, which easily demonstrates “Driving Subscriber Acquisition.”
[...] Longfellow recently wrote about the need to create emails that are targeted and engaging. Mike provides a great example of how some relatively simple web analytics can be used to make [...]