Even the cheapest email marketing platform, cheapest being free, enables segmentation. MailChimp is the best to start with, but you can automate segmentation in any email platform to drive further conversions.
As a great example, our agency newsletter is sent out in 3 targeted segments. By doing this, we have open rates at 60% on average and click throughs at 17%, versus 19% and 2% as industry standards.
Segmenting by customer type, location, device, age bracket (if you collect these details) and previous purchases, enables you to send customers content they even didn’t know they wanted. Retailers can then surprise and delight customers throughout the entire purchase cycle.
Automating in style.
Do you love receiving that little thank you note right after purchasing in store? Or even online? I do. You’ve also created a suspension of disbelief for your customer, they think, “oh wow, how did they send that so quickly!?” when your customer opens the email. Do this and do it well. A simple thank you goes a long way, as a customer feels important and appreciated for their love of your brand.
Subject lines. Be succinct and definitive.
Avoid verbose and dry subject lines. The subject line is the store window of your content; you need to ensure it is attractive enough to drive customers to open. Your email sits in a congested inbox with many competing subscription emails, so making your subject line succinct and descriptive will increase the likelihood of it being read.
For example, I just received a fantastic line from Village Cinemas, entitled “Pop, Pop, Popcorn.” Not only am I excited to open this email, to receive obviously a popcorn promotion (not just because I love popcorn a little too much…), but also the subject line made me smile.
Ensure you create a meaningful connection with every word your customers read from your brand.