Relevance and personalization, infallible resources in email marketing
Posted: Tue Dec 03, 2024 9:20 am
When we ask ourselves what is the key to improving the return on investment in email marketing, the answer can address very diverse aspects: database care, message format and design, optimization of the user experience...But today we will talk about key elements that are sometimes overlooked due to the effort involved in analyzing databases.
It is about sending relevant and personalized emails to our users. Some time ago we saw a video by Bluehornet that addressed email marketing from the user's perspective , and in the interviews conducted, the user's response was very homogeneous: "I want the email to fit my needs, I want it to provide value, to speak to me and take my interests into account." So, making the effort to get to know the user and offer them information according to their interests can considerably improve the results we obtain . Of course, this analysis requires significant effort. How can we get to know our users and provide them with relevant information?
knowuser
Preference Center
When collecting registrations, we emphasize the simplicity of the process and recommend not asking too many questions, which can lead the user to abandon the process. However, this is contrary to our need to gather as much information as we can from the user. To compensate for this, we can collect this information after the fact with a preference center where the user can select topics of interest, desired sending frequency, fill in additional data, etc.
But it is also difficult for the user to spend time on the uzbekistan business email list preference center of their own free will, so it will be convenient to take actions to inform them of its existence and the advantages of completing the profile, and even offer incentives for filling in this data.
Here are some tips for building an effective Preference Center.
Incentives
To get the user to fill out their details, the registration process can include the incentive we talked about in the previous point. If it involves registering to receive a gift or to participate in a raffle or contest, the user will be more willing to spend time filling out the requested information.
Remarketing
Relevance is the basis of remarketing , which aims to hit the target by sending users information related to their searches and behavior on the web. Remarketing strategies are highly effective because we give users exactly what they need.
Behavioral analysis
By observing user behaviour with respect to our emails, we can also create a tailored profile. We can use link categories, segmentation based on interaction with our messages, analysis of opening frequency, etc.
Without needing to ask the user, just by observing their path (opening, clicks, conversions, etc.), it is possible to know which products they are interested in, how often they buy, etc. We can apply a segmentation strategy based on this behaviour to increase the relevance of the content they receive, and therefore, the effectiveness of our messages.
It is about sending relevant and personalized emails to our users. Some time ago we saw a video by Bluehornet that addressed email marketing from the user's perspective , and in the interviews conducted, the user's response was very homogeneous: "I want the email to fit my needs, I want it to provide value, to speak to me and take my interests into account." So, making the effort to get to know the user and offer them information according to their interests can considerably improve the results we obtain . Of course, this analysis requires significant effort. How can we get to know our users and provide them with relevant information?
knowuser
Preference Center
When collecting registrations, we emphasize the simplicity of the process and recommend not asking too many questions, which can lead the user to abandon the process. However, this is contrary to our need to gather as much information as we can from the user. To compensate for this, we can collect this information after the fact with a preference center where the user can select topics of interest, desired sending frequency, fill in additional data, etc.
But it is also difficult for the user to spend time on the uzbekistan business email list preference center of their own free will, so it will be convenient to take actions to inform them of its existence and the advantages of completing the profile, and even offer incentives for filling in this data.
Here are some tips for building an effective Preference Center.
Incentives
To get the user to fill out their details, the registration process can include the incentive we talked about in the previous point. If it involves registering to receive a gift or to participate in a raffle or contest, the user will be more willing to spend time filling out the requested information.
Remarketing
Relevance is the basis of remarketing , which aims to hit the target by sending users information related to their searches and behavior on the web. Remarketing strategies are highly effective because we give users exactly what they need.
Behavioral analysis
By observing user behaviour with respect to our emails, we can also create a tailored profile. We can use link categories, segmentation based on interaction with our messages, analysis of opening frequency, etc.
Without needing to ask the user, just by observing their path (opening, clicks, conversions, etc.), it is possible to know which products they are interested in, how often they buy, etc. We can apply a segmentation strategy based on this behaviour to increase the relevance of the content they receive, and therefore, the effectiveness of our messages.