4 tips to ace email marketing this shopping season
There is only a remote chance that you are not familiar with the upcoming White Friday (by amazon.ae) and the Yellow Friday sale (by noon.com). Fashioned on the Black Friday sale popular in the US, the White and Yellow Friday sales are one of the biggest online retail events in the region. With discounts as high as 80%, customers can also avail benefits on purchases made through credit cards and other payment options.
While deep discounts, crazy offers, and amazing products are at the core of the success of sales events, what makes them really click and work for you as a seller participating in such events is your customer data and how you use it.
Here are four tips on to ensure data preparedness for events this massive (and general)
Practice segmentation
Be it the largest sale of the year or routine campaign promotion, segmentation lies at the core of any successful email campaign. Identifying clusters within your database and sending them messages more relevant to their interests can work wonders for any email campaign. No point sending washing machine communication to someone who has more than expressed their desire in the latest mobile phones. More on email segmentation here.
Make use of social media
Clubbing a reliable, verified pool of active users with the possibilities of social media can help you further amplify the communication. You can use social media to nurture your current database with your upcoming offers. You can also create an audience pool that closely matches the attributes of your target audience using your customer list and serve them relevant information.
Remove inactive subscribers
Email engines are not very rewarding towards senders with low open and engagement rates. It is good to have a database of 50,000 contacts. But it is better if you can identify 10,000 active contacts and have communication with them. It helps to prioritise active customer base and remove inactive subscribers regularly but more so during promotions for such events.
Eliminate junk email addresses
Before initiating any major email campaign, it is best to eliminate junk email addresses from your database. These are such emails which do not have an actual or a single person behind them [ex: info/admin email ids, moles, bots, dummy accounts, etc.] Such emails do no good for your business and often contribute to your emails getting marked as spam. Removing such emails improves deliverability to the rest of your email and avoid the blacklist from your email engine.
While these tips are essentially the basics of an effective email campaign, they go a long way to ensure the success of your marketing efforts. Do better with data, do better with Jacobsons. #AskJacobsons if you have any data related – management, hygiene, de-duplication, validation, etc. queries.