E-commerce Link: Profitable E-mail
Do you want to move the needle up a tick on your e-mail response rates? It takes time and effort, but it’s more than possible. Good e-mail marketing focuses on sending the right message to the right group of customers at the right time. This is standard direct marketing, so it stands to reason that the more you can customize and personalize your e-mail program to your recipients, the more effective your program will be. In fact, JupiterResearch reports that marketers may see response rates increase by as much as nine times when personalization and segmentation are appropriately used.
With this statistic in mind, here are some practical ideas and real-world examples that illustrate how to move your e-mail programs to the next level.
Consider Geographic Targeting
Weather, climate and regional location may be important to your constituent base or to your product and service mix. For example, if you market apparel during the winter, you’d want your recipients in warm weather states to learn about your offerings of lightweight clothes, while in northern states you would want to promote products that keep people warm.
The Scotts Company, a provider of plant, lawn, gardening and pest prevention products, has a great e-mail program that is designed around the season of the year and the region of the recipient. When individuals sign up with Scotts’ e-mail program, they are asked a series of questions to determine where they live and their particular plant and garden interests. This information, in turn, is used to create content and offers that resonate with each recipient. For example, a city dweller, who may not have a lawn, gets advice and tips on the care and feeding of houseplants and terrace shrubs, whereas a homeowner in the northeast receives information pertinent to maintaining a lawn or garden in his or her particular region. To deliver this level of customization, Scotts has developed an e-mail template that allows appropriate, personal content to be easily incorporated into a mass mailing.