So, how do you both KEEP your subscriber base intact and SELL by means of email marketing? Well, this is fairly straightforward. RELEVANCE – is the key. The task is not to try sending interesting emails, but to try sending them to interested people.
Segment your customers for targeted communication based on personal details and shopping patterns
Ask your customers what they are interested in by offering subscription options
Wait for a good excuse to get in touch with your customers
Let’s say there is this guy, we’ll call him Kevin, a good family man, who goes online to get his wife a bracelet for her birthday and does just that. How do you sell to him again?
Well, you don’t exactly know it’s his wife’s birthday, but you do know Kevin has spent quite a sum of money buying an item for a lady. So, it’s probably a special occasion and there is a good chance it’s annual. And you definitely know it’s not a good idea to get the same thing two years in a row.
So, you wait another year and remind Kevin your store carries a wide selection of earrings that would make a perfect gift for any occasion. Congratulations, you have created real customer value – Kevin remembered a special date is coming up and he doesn’t have to think about the present.
Now, how do you do that using our Magento marketing extensions?
First, identify Kevin with Market Segmentation Suite. He is a male, probably over 30 to be both married and earning a salary sufficient for frequent jewelry shopping.
Second, set up Follow Up Email to be sent out automatically a year after Kevin has shopped in a female section and spent a gift-worthy amount of money. Structure an email to feature cross-sells or set up any other rule to make a meaningful offer.
What other assumptions can we make about Kevin? Well, we know he is a caring type or, at the very least, we know he buys expensive gifts. That much we have figured out with the help of Market Segmentation Suite.
This means there is a good chance Kevin will need a present for Valentines, as well as X-mass. Probably something less expensive and more suited to the occasion.
This could be easily taken care of with the help of our Advanced Newsletter extension. When it’s time for a holiday newsletter, use Market Segmentation Suite to set Kevin aside, along with a bunch of other guys like him, and send them a separate email, matching their preferred price range and suggesting products based on their previous purchases.
What if Kevin is not as gullible as you might think? What if he is a pragmatic shopper, who knows exactly what his wife would like and has never made an impulse purchase in his entire life? We know the type. Some of us are the type.
Well, sending him promo emails will do no good unless you want to end up in a spam list right away. Kevin is still a valuable client, he will come back in due time, on his own terms. But rushing him may hurt your relationship.
In this case, how do you identify Kevin in a group? Just ask him. Use the Advanced Newsletter extension to let Kevin choose what kind of information he would like to receive. This will give you a pretty good insight into who is susceptible to promos and who is better left alone.
The General Principle is always the same:
Once you’ve done that, you have transformed a promo email from something that subtracts from customer value to something that adds to it.