As the war for the email inbox rages on, marketers are growing more determined to outwit their competitors and optimize their initiatives for opens, clicks and conversions. This means that strategists are employing cutting-edge technologies and tactics with regularity and boldness, and those that stagnate in their efforts to innovate will likely fall out of the running.
“Revamp targeting strategies with new methods of segmentation.”
Focus first on inboxing
A recent article from Marketing Profs suggested that to shore up inboxing rates, brands should try cleaning up their databases, eliminating duplicate addresses and outdated information. Once these lists have been trimmed down, the source also recommended sending messages from multiple domains, as this will help messages get past filters and other automated systems that throw repetitive emails into the trash.
Segment with precision
Every email marketer knows the power of segmentation in a campaign, but few teams revise and revamp their targeting strategies with enough frequency and data to reap the greatest possible benefits. The Marketing Profs article pointed out that segmenting by different sets of criteria is a great way to bring new life to a stale campaign, and adding another layer of selectivity to these efforts can lead to even stronger results. At the end of the day, personalized tactics will always win.
“Since more emails are being sent, keeping your audience satisfied with personal, relevant messages is essential,” explained contributor Ivy Shtereva. “Segmentation can do so, and can offer great benefits. Selectively sending emails based on segmentation can lead to 39 percent higher open rates and a 24 percent increase in revenue.”
New types of segmentation can include subscriber tenure, engagement and past purchase activity, and each of these tactics can bring more relevant messages to inboxes for greater impact. Marketers may want to brainstorm new angles and test a variety of segmentation methods to see what works for their audiences. This is the only way a brand will gain an edge in today’s overcrowded inbox.
Utilize triggered delivery
Automation is the secret weapon of many veteran marketers, and triggered delivery is a foundational component of this tried-and-true tactic. Messages set by event or timeline triggers tend to be much more relevant, and have proven results, according to Marketing Profs. The source even stated that triggered campaigns “garner 2.5 times the open rate of regular marketing campaigns and twice the unique click rate.”
Furthermore, a strong stable of triggered actions and pre-set messages can improve the chances of consistent inboxing, which ties back to the core objectives of a marketing campaign. These emails are unique and feature plenty of personalized content, making them a compelling choice for choosy inbox browsers. It’s up to marketing leaders to leverage the tools necessary to create and manage these powerful triggers.