CASE STUDY: Is Your Email Marketing Mobile, Automated & Personalized?

Jun 30, 2017

Email marketing is more powerful than it’s ever been.  According to a recent study, marketers feel that email marketing delivers better ROI than any other digital channel.

A well-planned and implemented email marketing strategy will return a strong ROI for your company. Overall, email marketing returns a 3800% ROI and $38 for every $1 spent.

But email marketing’s reach goes way beyond ROI; there are many objectives why email marketing needs to be a part of your marketing mix. Here are just a few:

  • 95% of companies using marketing automation are taking advantage of email marketing.
  • B2C marketers who leverage automation have seen conversion rates as high as 50%.
  • 75% of Gmail’s 900M users access their accounts via mobile devices.
  • Mobile readers who open an email a second time from a computer are 65% more likely to click through.
  • 74% of marketers say targeted personalization increases customer engagement.
  • Emails with personalized subject lines are 26% more likely to be opened.
  • 72% people prefer to receive promotional content through email, compared to 17% who prefer social media.

Here, you’ll find study on everything from email automation, mobile emails, to email personalization and ROI. By these ways, brands can capitalize by taking their email marketing to the next level.

1-Personalization Wins

Today, personalization is extremely important when it comes to crafting highly effective email marketing campaigns. 74% of marketers say targeted personalization increases customer engagement.

Personalization can take many forms. From integrating a subscriber’s first name to building out robust customer journeys that are time or action triggered, email marketing has unique advantages on the personalization front. It gets customers engaged with your business and can enhance your email marketing strategies.

#HubSpot

Personalization doesn’t have to be restricted to using your users’ data. You also can personalize your brand. It can add a level of human connection between you and your client.

An example from HubSpot

HubSpot ran several tests in an effort to make their emails more personal and increase customer engagement. They experienced sending two emails. One was from the company, HubSpot. The other was more personal. It was from someone on the marketing team.

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2- Focus on the Mobile Email Experience

The optimized mobile app experience is an important part of being a successful marketer.

Mobile marketing automation enables the brand to personalize push notifications, emails, and in-application messages, enhancing the shopping journey and driving additional sales.

“Mobile is the biggest shift in marketing technology that we’ve seen over a decade. It’s very exciting to be a marketer in today’s age. There’s a lot of opportunity.”–  said Momchil Kyurkchiev, CEO and co-founder of Leanplum, San Francisco.

#Expedia

As users increasingly turn to booking travel on their mobile devices, online travel agents such as Expedia have a unique opportunity to drive further sales of transportation, activities and accommodations by providing users with targeted offers during their purchasing experiences.

Expedia is able to create personalized campaigns, which require marketing efforts such as in-app messages, push notifications and emails, by precisely capturing information including consumers’ destinations of choice, travel dates, and loyalty membership status.

The brand then develops the campaigns to reflect trigger points, timing of messages and the targeted audience.

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Expedia has smartly inserted this app store banner to the top of its email when viewed on a smartphone.

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3- Use Email Marketing Automation

The automated email campaigns are helpful in improving the productivity and cost-effectiveness of the email marketing activities, as they help in doing away with manual email processes.

These campaigns help in improving your brand image among your clients by giving them a very personalized experience. These campaigns are highly preferred for e-commerce consumer relationship and loyalty management.

“Automated email marketing campaigns can generate 4x more revenue and 18x greater profits.”

#MacPaw | Making Your Mac Life Simpler
Automated Email Campaign #1: Welcome Mail

A new customer signs up for your newsletter or emails

This is your opportunity to not only welcome a new subscriber but also to let them know what to expect in terms of email content and frequency.

New subscribers to “MacPaw’s newsletterreceive an email explaining that once or twice a month, they’ll receive “product updates, special offers, great deals on Mac apps, and much more.”

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Automated Email Campaign #2: Cart Abandonment Emails

According to Stats, 68.53% of digital shopping carts were abandoned and the purchase wasn’t completed

An e-commerce site, Choxi, generated an extra $3 million in sales when they implemented behaviorally-triggered browse and cart abandonment email campaigns.

Abandonment cart emails, encourage shoppers to come back to the carts they left behind using customer service oriented messaging coupled with a sense of urgency.

Show the actual cart that the customer left behind, fully populated with the products he added to his cart plus insert product and category-related best sellers as an upsell/downsell approach.

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4- Email delivers highest ROI of all channels

Email marketing is known for delivering impressive ROI. According to the McKinsey research shows that the average order value of an email is at least three times higher than at of social media, and in comparison to direct mail, email delivers 21.5% higher ROI.

# The New York Times

The New York Times is an “old media” brand. But, that did not stop them from changing their mass-broadcast exemplary into mass-personalization.

If people signed up for a newsletter first, then their bulk of revenue comes from subscriptions.

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Content within newsletters should contain cohesive messaging and a clear value.

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As a result, the average open rate across the 33 newsletters is close to 50%. Some of the newsletters have an open-rate over 70%. The average open rate for media and advertising is 22.4%. The subscriber volume increased 14% in the first 6-months of their new approach to email marketing.

Wrap-up

Marketing campaigns become much stronger when email marketing is part of the equation, thanks to its ability to drive ROI and focus on the mobile user experience, to integrate customer data for smart personalization, and the resources that make shopping only a click away.

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