5 Ways to Use Email to Acquire Customers and Improve Relationships With Existing Ones
For email marketers who wonder what the best practices are to spur prospects and customers to convert, Margaret Farmakis provides some answers. The senior director of response consulting at New York-based Return Path, an email performance management company, offers these five ways to use email to acquire customers and improve relationships with existing ones—with the most desirable outcome in mind. Ultimately creating sales.
Here are five bits of advice from Farmakis:
1. Gather data for targeting: Collecting data is a balance between getting enough to make future messaging meaningful and relevant and not collecting too much that it causes the subscriber to be concerned about privacy or abandon the sign-up process because it's too time-consuming. Consider collecting data points about the subscriber's areas of interest, how they heard about your products/services and any other life stage data that could affect their purchase decisions. All of this can help future messaging to be as customized and relevant as possible. As an alternative, a preference center is perfect for this purpose. Promote it during the sign-up process or afterward as part of a welcome message, and always include a link to your preference center in the footer of all email templates.
2. Triggered messages: Use triggered messages to reach subscribers when they are most engaged. Types of triggered messages include everything from a welcome message when a subscriber joins the email file to messages based on a subscriber's website behavior or acquisition source. For example, have they spent long periods of time searching one area of your website? Send a triggered email with a discounted offer for those products/services. Did the subscriber add items to their online shopping cart and then abandon them? Send a reminder with an incentive to act quickly. Did the subscriber join the email file as the result of a store visit? Did they download a white paper? Target your content accordingly.