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09.03.09 How To Keep Your Relevance High In Business Mailings  By Anil BatraPeople are bombarded with hundreds of email messages each day. However a majority of the emails end up in the trash because of their irrelevance to the recipients. On Oct 30th, 2008 I write a blog post on relevancy and emails. To state my point I showed an example of an email that John Song received from Nordstrom. John, who had never purchased any women products from Nordstrom, was receiving emails promoting women products. During our conversation John said that he was a big fan of Nordstrom and was ok with receiving and ignoring irrelevant emails but he wished that they would send him relevant products/offers though. No matter how big a fan a person is of brand, eventually the patience runs out. Guess what happened recently? John got so tired of the irrelevant emails that he finally hit the small "unsubscribe" link on the email he recently received. Done. Gone. Here is what John wrote on his Facebook status (came via his Twitter update).   Companies work very hard to get people to come to their sites and then to subscribe to their emails. But it appears that not many of them work hard enough to keep these subscribers. Someone (subscriber) who took time to fill a form on the site to subscribe to the email is ready to open his wallet. It is the job of a business to help that person open that wallet and spend that hard earned cash. But it can only happen if the business sells the customer what a customer wants and not what the business needs or wants to sell. Unfortunately, most of the emails consumer get today contain the products that business wants to sell and not necessarily what a customer wants to buy. Below are 7 ways that you can use to create relevancy in your emails and standout from the crowd.
7 ways to create relevancy in the emails • Browsing History - Use the subscriber's onsite browsing history to find out what products he looked at but has not bought yet. This list should give you an idea of his interest. Based on this learning determine what products you should offer in your emails. • Email Click Through - Use his past email click-though behavior to determine what peaks his interest. If a customer has shown interests in certain products/contents/offers in past then they are very likely to be interested in similar products/offers/content. Someone who only clicks on discounted is most likely to open an email that says so and also click on a product that is on discount. Use that information to target. • Shopping Cart Abandonment - Use the shopping cart abandonment history to determine what products he is interested in. Use the time triggered email to encourage him to come back and finish the process. You can also send offers but be careful (check out Targeting Cart Abandonment by Email. • Purchase History - Use his past purchase history to determine what he buys. Use not only online data but also offline, phone order and catalog order data. Make recommendations in the email based on past purchases. E.g. if you know that he buys blue shirts then recommend new blue shirts. Depending on what products your sell you might also send complementary items. Continue reading this article. About the Author: Anil has over 10 years of experience in Consulting, Business Intelligence, Web Analytics, Online Advertising and Behavioral Targeting. Anil helps companies use Web channel data to improve online business results (lead generation, conversion, retention and self-help metrics). Anil has helped several fortune 500 customers effectively use web analytics and increase their ROI on the web. Anil has worked with customers such as Microsoft, SmartMoney.com, ESPN, T-Mobile, Hoovers, Realnetworks, Starbucks, and TheStreet.com Anil holds a B. Tech in Electronics and Communication Engineering from India and an MBA from University of Washington, Seattle. |
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