Nobody can argue the value of segmentation in email marketing campaigns. For those marketers that are blessed with rich customer data and the wealth of segmentation opportunities it provides, the real issue is choosing what to segment (lucky them). But for those whose data is thinner than a deli slice of black forest ham, the goal is to fatten up just so the opportunity to segment can even exist. If you happen to fall in the latter group, you need not to worry. Here are 4 steps that can help fill out those loose pants (your customer database):
Testing is an important component of all successful email marketing campaigns. For instance, if you are a lawn equipment company, you might try geographic segmentation using zip code to vary your message depending on where someone lives. If you are a shoe retailer, gender might be a good segmentation tactic to use. Learn more about the benefits of testing in this quick video.
Building a more well rounded database is no simple task. The real key is taking a baby step approach and exercising patience. By planting the right type of seed under the right conditions, you could be well on your way to “fatter” customer data.
I just received the latest email from Michaels and wondered how a company focused in part on artwork/framing would approach email marketing campaigns. Would they ensure optimization of the preview “frame” and layout the information, have a “level” use of text and images, easy to use call-to-action links, and be a masterpiece to hang it on my wall? Based on what I saw, or rather didn’t see, I would have to think twice before decorating any room with it.
The “From Name” was straightforward and to the point “Michaels”, and the subject line was as well “Save 55% on custom framing”. So far so good. I receive their emails to my Yahoo address, so I don’t know at this point whether they used snippet/preview text (Yahoo currently doesn’t display it), but at the very least I know who it’s from and the offer which is a good start.
Upon opening the message and previewing with the default “images off” view I see yet another “all image” email. They have done several things correct in this top area, web copy link and safe sender info, but there’s a lot that’s missing. There is in fact no snippet/preview text so in those emails that display this element, such as Gmail, recipients probably saw the first available text,“This message contains graphics. If you…”, gripping.
I don’t see an alt tag for their logo/company name which is odd. Most marketers have that top left in an email to reinforce brand/name ahead of the message info, but when I view images I was sure I would see where it was lurking. What then follows is a “ladder” or “bookshelf” effect of multiple missing images without alt tags that looks terrible. I don’t know whether to guess what’s missing, climb up on the roof or start shelving books.
Welcome again to The First 2 Weeks, where we analyze 3 competitors’ email marketing strategies when it is most crucial… the opt-in process, welcome message, and first few campaigns as these marketers attempt to establish relationships with subscribers.
For this edition of The First 2 Weeks, we have chosen 3 competitors in the do-it-yourself home improvement segment: The Home Depot, Lowe’s, and Menards.
OPT-IN PROCESS
The opt-in placement on these 3 competitors’ websites ranged from poor (The Home Depot – entry area at the base, requiring a considerable amount of scrolling to discover) to well done (Lowe’s right at the top and Menards near the top left displaying a recent example).
Both The Home Depot and Lowe’s only collect your email address, however Menards capitalizes on this opportunity by allowing you to set your preferences based on interests and the frequency of messages you wish to receive (All emails, 1 per week, 1 per month, 2 per month). Offering the opportunity to specify your preferred frequency can prevent future subscriber aggravation by setting expectations in advance.
Both Lowe’s and Menards utilize a double opt-in system that has the subscriber confirm their opt-in by clicking on a link in a welcome message. The thank you pages for these competitors both describe this process well, but Menards steps ahead of Lowe’s by guiding subscribers to add their from address to their address book on this page.
WELCOME MESSAGE
Greetings from both Lowe’s and Menards arrived within seconds beyond opt-in – a very timely response to begin the email relationship… whereas The Home Depot failed to send any confirmation or thank you via email.
Lowe’s has crafted their welcome message to be very well formatted for images being disabled, as the email is mostly text that asks the subscriber to click on a link to confirm their opt-in. In addition the email includes a reminder to add their email address to your address book to assist with future delivery and it points you to information on how you can find them on Facebook – promoting their social media presence.
The welcome email sent by Menards avoids the images off issue all together by being entirely text (however, this does nothing to establish the brand styling related to the company in their emails). The email asks for the subscriber to confirm their opt-in by clicking on a link which then takes them directly to the Menards home page with no confirmation that the process was completed… not quite as clear as the confirmation page used by their competitor. However, Menards does go above and beyond typical best practices by providing you with a link to view exactly how you opted-in, listing details such as the date/time of opt-in, page opt-in occurred, and the IP address collected at opt-in.
These 2 competitors fail to provide any true discount or offer in their welcome messages to entice the new subscriber to begin shopping right away – clearly a missed opportunity, but still a step above The Home Depot, which didn’t send a welcome at all!
Watch for Part 2 in the coming weeks in which we will evaluate campaigns sent beyond the welcome message and preference editing options.
Every time I hear the word “assume” I can’t help but recall the old saying (say it with me now): “when you assume you make an ass out of u and me.”
But when it comes to email marketing, making assumptions about your subscribers only makes you look the fool.
Here are a few assumptions I’ve seen email marketers make before, and why a subscriber would disagree:
• Assumption: You subscribe to my emails, therefore you likely visit my website often.
• Reality: Not exactly, in fact I might not have visited your site for a long time. It doesn’t mean I don’t read your emails, I just haven’t seen anything that made we want to click to the site in awhile. Don’t be afraid to make mention of the cool new features or special offers you have on your site; assuming I’m going to discover them on one of my “frequent” visits could lead to me never seeing them at all. Your emails shouldn’t be an exact replica of your site content, but some overlap can help keep email subscribers in tune with what is going on with your business beyond the inbox.
• Assumption: Using a “teaser” subject line will make recipients want to open my message.
• Reality: Risky move. If I’m not in a rush I might take the time to scan a preview or actually open your message, but don’t bet on it if your subject line doesn’t give me at least some idea of what to expect from your message content. Vague subject lines ["Have you seen what's new at ABC Company?"] are only going to work for those email marketers whose messages I loyally open most or all of the time. Which leads us to…
• Assumption: You open my messages all or most of the time
• Reality: I get email from dozens of different marketers, often in rapid succession. Some of them I don’t even read the subject line, let alone the message content. Of all the marketers who send me email, I would consider myself a “loyal” reader of a very small percentage. That percentage often shrinks over a given time period, but it rarely grows. Even if your metrics show that I am an engaged, active recipient, it’s your job to win me over again every time you email me—the line between “loyal reader” and “delete upon receipt” is perilously thin.
• Assumption: If the unsubscribe link is on there, you’ll find it.
• Reality: Have you looked near the bottom of your emails lately? I need a magnifying glass. I need the ability to read light gray letters against a white background. I need to deduce that I think we should see other people is your quirky way of saying click here to unsubscribe. If I don’t want your emails anymore, make it easy for me to part ways, or else I’m just going to mark you as Spam.
Avoid making assumptions about your email subscribers, and you’ll be better off. Unless, of course, you’re assuming that any assumptions you have are not entirely accurate—in that case, you’re just being realistic.
These are just a few assumptions email marketers should avoid—do you have any others? Post to the Comments section!
Nobody can argue the value of segmentation in email marketing campaigns. For those marketers that are blessed with rich customer data and the wealth of segmentation opportunities it provides, the real issue is choosing what to segment (lucky them). But for those whose data is thinner than a deli slice of black forest ham, the goal is to fatten up just so the opportunity to segment can even exist. If you happen to fall in the latter group, you need not to worry. Here are 4 steps that can help fill out those loose pants (your customer database):
I just received the latest email from Michaels and wondered how a company focused in part on artwork/framing would approach email marketing campaigns. Would they ensure optimization of the preview “frame” and layout the information, have a “level” use of text and images, easy to use call-to-action links, and be a masterpiece to hang it on my wall? Based on what I saw, or rather didn’t see, I would have to think twice before decorating any room with it.
Upon opening the message and previewing with the default “images off” view I see yet another “all image” email. They have done several things correct in this top area, web copy link and safe sender info, but there’s a lot that’s missing. There is in fact no snippet/preview text so in those emails that display this element, such as Gmail, recipients probably saw the first available text,“This message contains graphics. If you…”, gripping.
Every time I hear the word “assume” I can’t help but recall the old saying (say it with me now): “when you assume you make an ass out of u and me.”
