Blog, ROI Email Marketing

Relevance and personalisation, infallible resources in email marketing

5 January 2015 Comments Off on La relevancia y la personalización, recursos infalibles en email marketing

When we ask ourselves what is the key to improve the return on investment in email marketing, the answer can address very different aspects: care of the database, formatting and design of the message, optimisation of the user experience... But today we will talk about key elements that are sometimes overlooked because of the database analysis effort involved.
It's about sending relevant and personalised emails to our users. Some time ago we saw a Bluehornet video that looked at email marketing from the user's perspectiveIn the interviews conducted, the user's response was very homogeneous: "I want the email to fit my needs, I want it to bring me value, to speak to me and to take my interests into account".
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This being the case, making the effort to get to know the user and offer them information according to their interests can considerably improve the results we obtain.. Of course, this analysis requires a lot of effort: how can we get to know our users and provide them with relevant information?

  • Preference centre

When capturing registrations we emphasise simplicity of the process and recommend not asking too many questions, which may lead the user to abandon the process. However, this conflicts with our need to collect as much information as we can from the user. To compensate for this, we can collect this information a posteriori with a preference centre where the user can select topics of interest, desired delivery frequency, fill in extra data, etc.
But it is also difficult for the user to spend time in the preference centre of his or her own accord, so it is advisable to take actions to inform about its existence and the advantages of completing the profile, and even to offer incentives for filling in this data.
Here are some of them tips for building an effective Preference Centre.

  • Incentives

In order to get the user to fill in their details, the registration process may involve the incentive mentioned in the previous point. If the registration is for a free gift or to participate in a sweepstake or contest, the user will be more willing to spend time filling in the requested information.

  • Remarketing

Relevance is the basis of remarketingwhich aims to hit the target by sending the user information related to their searches and behaviour on the web. Remarketing strategies have a high percentage of effectiveness because we give the user exactly what they need.

  • Behavioural analysis

By observing user behaviour with respect to our emails, we can also build a tailored profile. We can use link categories, segmentation based on interaction with our messages, analysis of opening frequency, etc.
Without having to ask the user, just by observing their trajectory (opening, clicks, conversions...), it is possible to know which products they are interested in, how often they buy,... We can apply a segmentation strategy based on this behaviour to increase the relevance of the content they receive, and therefore, the effectiveness of our messages.