![]() This way, you can continue sending frequently to customers who enjoy receiving your regular content, and less frequently to those who may only be interested in new products or sales.įor different eCommerce brands, the definition of an engaged audience will vary. For some, it could be as simple as creating segments based on engagement levels. Sending the right content to the right customers can be done a few different ways. So, we want to make that experience meaningful for customers, and make them feel like you ‘get’ them. For eCommerce merchants, making sure a relationship is built with the customer through email interactions is essential. The ultimate goal of sending campaigns is to motivate your customers into making a purchase, right? Well, targeting your audience with relevant, personalized content is a great way to do that.ĭelivering content to those who are interested in it (and at the right time or frequency) will work wonders. ![]() Now that you’ve cleaned out the metaphorical cobwebs, it’s time for phase two: audience segmentation. Step 2: segment your audience to deliver targeted content The list of benefits goes on – it might seem like a tedious task, but it’ll pay off. ![]() This will also make A/B testing more valuable as results will be more accurate. Your numbers will be far more insightful when you’re sending your campaigns to an engaged audience, rather than showing skewed results because you did a mass send to every Tom, Dick, and Harry. These include things like how many people have clicked on your email and what percentage of customers who received your email made a purchase i.e. This removes the opportunity for you to run a re-engagement campaign or lapsed customer flow to encourage these subscribers to come back and make a purchase when the time is right.Ĭleaning up your list will also help you to narrow down key actionable metrics in future campaigns. When you’ve sent that one final email that’s irrelevant to that subscriber, it’ll prompt them to opt-out. On the other hand, if you’re consistently sending emails to unengaged subscribers, your unsubscribe rates will eventually go up. This means that open rates will be pulled down by the people who aren’t interested in your content, but are too lazy to hit unsubscribe. Here’s why: inactive subscribers won’t open your emails. It can be easy to fall into the habit of sending out campaigns to the same list every time, but this is a big no-no. This is a great starting point and sets you up for the next (and very important) step in your spring cleaning quest. Now you might be wondering, ‘what does hygiene have to do with my mailing list?’ Well, think of it as list hygiene – your list needs a regular clean otherwise it becomes old and stale. Spring cleaning is GREAT for hygiene purposes. Step 1: clean your email list for more effective sends
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