Holiday email tips: Sending targeted emails
We hope you're following our four-tip series on holiday-based ecommerce email marketing and the previous instalment was helpful. Today's tip will help you learn how to send emails that stand out in your recipients' inbox and improve engagement.
Before discussing the tip, let's understand why targeted emails are important.
Targeted emails
It simply means sending the right content to the right people. Holiday season or not, sending targeted emails boosts your bottom line in many ways.
1. Increased engagement and inbox placement
Your recipients start feeling that the emails are uniquely tailored to them. This increases the likelihood of opening your emails long-term, which, in turn, improves your overall email deliverability (read: inbox placement).
Inbox Service Providers (ISPs) like Gmail, Yahoo, Outlook, and more consider your engagement patterns as one of the means to take the spam-or-inbox decision. If your recipients are positively responding to your email (open, link clicks), it does a world of good to your email deliverability.
2. Reduced opt-outs and inactivity
Generally, people subscribe to your emails for different reasons: some want updates and deals, and some want to improve their product knowledge. Therefore, it's crucial to segment your recipients based on their sensibilities, behavior patterns, and more and create relevant content. If not, they might unsubscribe from your emails once for all.
Over and above, identifying your active contacts is a major form of segmentation in itself. If you send emails to contacts that haven't engaged with your emails for a very long time, it sends a bad signal to the ISPs that your mailing lists are unhealthy. This, in turn, affects your email deliverability. Sending irrelevant emails is one of the many reasons why a contact turns inactive.
Tip: Creating segments of your mailing list
When you tightly integrate your store with your email marketing platform, the latter categorizes the former's data into easily accessible segments.
Ecommerce-based segmentation
For example: When Zoho Campaigns is integrated with ecommerce platforms like Shopify, WooCommerce, BigCommerce, and Zoho Commerce, there are seven pre-built segments you can make use of:
1. Items purchased
2. Items not purchased
3. Average amount spent
4. Average amount spent per order
5. Date of the last order
6. Total number of orders
7. Total amount spent
Let's take the date-of-the-last-order segment for instance and assume the following as the criteria: last ordered date is after November 20, 2020.
The common discount-sale email you're likely sending to your customers now can be tailored to this segment like, "Hey! To ensure you have a lot more to cherish this holidays on the back of our association, we're offering a 30% discount on your next two orders."
Note: A conventional profile-information-based segmentation is also possible, provided you have them stored in your mailing lists. (For example, gender.)
Tip for holiday email marketing We hope this helped! Stay tuned as we ideate our final tip of this holiday email marketing series.
Regards,
Aravindhan S
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Tip of the week 03 - Sending emails in batches
Today's marketers not only want their email marketing to be efficient, but also smart. For an email campaign, you may think you have all the essential elements for lead conversion—a big mailing list, an attractive template design, and the most-engaging message content, but after hitting the ‘send’ button, you may not get the expected conversions. Wondering why? Here’s one of the major reasons. Many marketers miss out on sending the email campaign the right way. Did you know that you should not beTip of the week 04 - Know about your recipients' 'prime open time.'
In today's market, the importance of customer behavior is astounding, with a vast amount of research and resources going into finding how customers make decisions. The process of persuading your customers to open your email and click on your call-to-action becomes easy when you understand the psychology behind their behavioral traits. Time to turn into a psychologist! Let's get to the basics—you want your emails to resonate well with your recipients. So, what's the primary thing involved here? It'sZoho Campaigns Expert Diaries on SoundCloud, Spotify, Apple Podcasts, and YouTube
Hi email champs, As email marketers, we find great lessons in each other's works—be it the subject lines that worked good, the design that was received well, or the CTA that had the maximum clicks. Email marketing encompasses a wide variety of topics spanning everything from creation and design to development and deliverability. Here's when we from the Zoho Campaigns team found the need to build an email marketing community comprising of seasoned marketers and email geeks who can help each otherEmail Deliverability Tip #3: Seal the deal with the preheader
In the last post, we learned about the subject line. Today we'll be learning about the preheader. A preheader is the short text that follows the subject line in an email. The preheader is designed to hint at what your email message is all about. A good preheader should act as a second subject line and convince your contacts to open the email. Now, let's learn the best way to craft a preheader. Your subject line and preheader should work together and accurately convey the gist of your email. KeepTip of the week 15 - Add subscription-preferences option. Drive more engagement.
If crafting content for emails, getting creatives done, and running email campaigns is your love, then unsubscribes are the heartbreakers. You can save your emails from being unsubscribed/trashed by adding a proper subscription-preferences option in your emails (works best at the time of signup). Giving subscribers the option to choose what they want to receive from you and decide how often (frequency of the emails) your emails should hit their inboxes will increase the reach of your campaigns manifolds.
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