Use Customer Preferences to Drive Campaigns
One of the biggest mistakes email marketers make is deploying the same or similar content to their entire customer list week after week and expecting it to perform well over time. The purpose of this document and the reason why relevancy is so crucial is that people lose interest in things as time passes. If the content is not meaningful to subscribers and if it doesn’t speak to them in a way that will impact their lives then it isn’t relevant and it won’t be opened, read, or converted into a sale. It is crucial for email marketers to make sure that the content they are providing is relevant to their audience. Doing so will ensure that performance metrics, such as open rates and click through rates, grow over time.
A good example of a company that is getting relevancy right is VinterActive LLC. VinterActive integrated its Ecommerce sites with Listrak’s email marketing to create a powerful online marketing tool for the wine industry. VinterActive captures customers’ preferences in several ways – either manually during events at the wineries, in the winery at kiosks set up to allow customers to sign up as they shop, and online at the wineries’ websites during the sales process. VinterActive then uses the segmented information to send customized email campaigns to customers that have shown interest in receiving news about certain topics.
The success that VinterActive has with its targeted, preference-based email campaigns is astounding. It boasts an average open rate of nearly 30 percent, a click through rate averaging 15 to 25 percent, and an average response rate that is 250 percent higher than the response generated from more general email campaigns. With an average sale of $200, it has achieved its return on investment many times over.
Bryan St. Amant, founder of VinterActive, says, “With us, it’s all about preference. If the initial email matches the customer’s preferences, and each consecutive email matches their preferences, open and read rates will stay strong for the long haul. If the content is not what the customer is interested in, they won’t be as inclined to open the next message you send them.”
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