Category Archives: email marketing

Email Automation

Email remains one of the most important forms of communication to your customers. While many companies are aware and executing bulk email sends, implementing email automation as part of your marketing strategy is what will separate your company from the rest. Behavioral marketing is the key to increased customer retention, loyalty, and revenue. If it is not already a part of your marketing strategy, it needs to be.

What is Email Automation?

Automated email campaigns are emails that send based off of a specific action. It could be signing up for your newsletter, making a purchase, visiting your website, or simply celebrating a birthday. These types of campaigns show significantly higher engagement rates with an increase in opens and clicks due to the relevant and timely content the email provides. The best thing about automated emails? Once you set them up, they continue to send when the defined action has been met without even lifting a finger. Want to learn more and find out a couple simple campaigns you can set up? Continue below!

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Dynamic content, it’s so much more than first name

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You’ve heard it many times: make your emails more relevant, more personal. This is the age of tailored messaging, one-size fits all no longer works. But how to get started? Don’t worry, you don’t have to expand your team or build dozens of separate email versions for each campaign on your calendar. Instead, market smart: harness the power of dynamic content.

What is dynamic content? Dynamic content refers to changes in an email’s text, images or layout based on information about the recipient. “Dear [First Name]” is the most common and best understood example. But dynamic content is so much more than first name. You know when you receive an email showing your nearest store, your last item purchased or details of an upcoming reservation? These are all examples of dynamic content.

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Personalized Communication is Key to Retention

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As you might know, repeat customers are truly the foundation of your business. They account for significant chunks of the overall business earnings, and research shows that the average revenue per visit increases exponentially with each repeat visit. While these existing customers are already advocates for your brand, requiring less convincing to make another trip or purchase, with so much competition in the marketplace, special attention and personalized communications are essential in retaining them over a lifetime.

So where should a business start when it comes to converting a one-time purchaser to a repeat purchaser, and ultimately seeking to maintain that life-long relationship? Let’s start with how this valuable segment should be communicated with. Your best customers want to be treated as the best, and certainly differently than prospects. They are already familiar with and are fans of your brand, so avoid bombarding these contacts with generic, database-wide promotions that you would send to non-customers that you know nothing about. Keep them interested to avoid losing them as a subscriber and customer by making them feel special. Start by simply speaking to (not at) your best customers as you would greet a regular in your physical business: by utilizing their known information to personalize the conversation.

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