ROI email marketing
– Test, test, test!: We never tire of repeating it. Establishing a testing routine allows us to understand user behavior and adjust our actions based on what we observe. Without tests, we act blindly, we shoot at the target with our eyes closed and if we hit the target, it is only by chance. And although we have studies and benchmarks that can be useful when we start from scratch, there is no better source of information than the campaigns carried out on our own mailing list.
– Adjust your actions to the user’s life cycle. A user who frequently telecommunications email list purchases from your online store is not the same as a user who has only opened one email in the last 6 months. These two users do not expect the same from your brand and are not motivated by the same reasons. Adjust the content of your messages to the situation in which each user finds themselves. This will be possible with adequate segmentation by behavior. If we achieve this, we can use the most loyal users to retain other customers, recover inactive users with the right incentive and keep our lists healthy by eliminating unrecoverable users after reactivation campaigns.
– Know your users . In addition to knowing how they react to our email campaigns and acting accordingly, we must gather as much information as possible about them, for example with promotion forms or preference centers. This information will allow us to fine-tune our aim and hit the target. We will use it to make adjusted segmentations and offer the most relevant content. (For example, if we have the user’s birthday we can congratulate the user with an incentive, or if we know that they have a dog, we can offer them related articles). Demonstrating a good knowledge of our audience by personalizing actions strengthens the relationship with the user, generating trust and satisfaction and ultimately building loyalty.