Brands have ramped up their messaging, expecting more interaction and information from the increasingly distracted customers. But modern customers are selective and smart.
The increasing volume of marketing messages isn’t convincing and marketers are simply pushing customers away from their brands with this messaging overload across several communication channels including Email.
But remember,
So, to crack the code of maximized engagement through Email messaging, our experts studied varied email marketing patterns adopted by all our client brands through our 19+ year journey.
Here’s what the email marketing study said:
1. Increased email volumes led to decreased customer engagement for most brands across industry verticals.
2. Monthly email sending rates in the eCommerce industry decreased year-over-year from 26 messages a month to an average of 16 messages every month, to a customer.
3. Overall average open rates saw a jump of 8%, while in some cases eCommerce, entertainment and retail brands experienced a 10% jump.
4. Relevant email messaging based on advanced segmentation helped BFSI brands experience a positive boost in unique click rates from 0.8% to 1.3%
5. Transactional emails saw open rates from a minimum 22% to a whopping 90% for different brands.
6. Two-thirds of ecommerce emails are read on a mobile device, over the past few years.
“Marketers who send a high number of emails every month are trading off the engagement,” says Kalpit Jain, CEO at Netcore Solutions.
So, here are some actionable ideas you can implement right away to increase your subscriber engagement through email marketing:
1. Reduce your monthly email volume – By adopting strategies that limit the inbox overload and dusts off email fatigue, you can achieve higher subscriber engagement.
Sending fewer messages to a customer, empowers you to receive increased unique open and click rates.
2. Let the customer decide for you: You must provide recipients with an email preference centre, where you can identify how often your customer prefers to receive messages and what type of messages is she willing to receive.
3. Understand your customer: Collect as much information as possible at the point of sale as well as from the digital channels. Capturing information like purchase history, location, birthdate and so on can be really helpful in segmenting and personalizing future emails you plan for your customers.
4. Feed customers with an email platter: Once you’ve studied your customer’s preferences, demographics, etc. you must offer a variety of marketing emails such as re-engagement messages, monthly newsletters, occasion-focused offers, festive deals, and more during the month.
5. Don’t disregard your transactional emails: Marketers have left it to the IT teams to take care of business critical, most engaging transactional emails you possibly send – Password Resets, Transaction Receipts, Money Credited, Refund Accepted, Credit Card Statement, etc.
But, there lies a huge untapped opportunity to cross sell and upsell through these transactional emails. You must leverage your transactional emails to enhance customer engagement, eventually increasing your revenue.
6. Make sure your emails are mobile-friendly: The two-third jump in emails being opened on mobile devices clearly suggests that marketers should consider smartphones and tables as a critical component of their email strategy. Emails and websites must be designed in a manner which is reviews responsive to all screen sizes including mobile – modern customers expect a consistent experiences across devices – email templates must be easily scrollable when viewed on mobile devices and desktop websites need to be responsive to mobile designs.
Netcore has been constantly aiding brands to leverage both promotional and categories providing the right, analytics and timely inboxing.
If you are looking for an optimised email marketing strategy,