Kick Your E-mail Campaigns Into High Gear
If one of your New Year’s resolutions is to boost response from your opt-in e-mail marketing campaigns, you’re not alone. Many multichannel marketers are chanting the same mantra — and with good reason.
E-mail click-to-purchase conversion rates and number of orders per e-mail delivered by retailers and catalogers continues to increase, according to DoubleClick’s Q3 2004 E-mail Trend Report. But other e-mail marketing statistics are less encouraging.
For instance, revenue per e-mail delivered is declining, as is median order size. Moreover, open rates for offers made by retail and catalog companies were the lowest among those categories tracked by DoubleClick — 30.8 percent in the third quarter.
And clickthrough rates among retailers/catalogers declined from 8.8 percent in the third quarter of 2003, to 5.6 percent in the same quarter in 2004, for a 36.4 percent decline.
DoubleClick officials say the behavior of e-mail recipients appears to be changing, perhaps maturing along with the medium itself. “Recipients seem less likely to always click on a promotional e-mail, but when they do click, they’re demonstrating that they’re more likely to be ‘in market’ for products and services, and have a higher propensity to convert,” said DoubleClick officials in a Dec. 6, 2004, release.
So how can you boost your opt-in e-mail campaigns? Following are some tactics to try.
Segment Your E-mail Housefile
Like any effective direct marketing campaign, the goal is to make offers that are relevant to recipients. One proven tactic: Segment your customer list and deliver offers appropriate to each segment.
That’s what Andrea Vitale, vice president of direct marketing at 1-800-Flowers.com, is doing. Her team devises customer communications based on recency. That is, customers who’ve purchased in the past 12 months get a different message from those who haven’t bought in more than a year. Gift-givers get an altogether different message, one that reminds them of their last purchase and suggests similar merchandise. Vitale says those customers “probably are our highest-responding” group because of the relevancy of the offers being made.