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As someone who has spent over 20 years on email personalisation projects I’ve seen it all over the years. And I’d be lying if every project I’ve worked on in some form has been a success. While personalisation has the potential to deliver you the biggest wins in your email marketing, like anything in life, done badly and you’ll get what it deserves. Here are what I think are the 5 main reasons why personalisation projects fail.
AI for email has taken many forms over the last few years. Much of it you’d argue is created with good intentions but hasn’t quite realised it’s potential.
Of your first-time buyers, on average only 20% of them will return and make another purchase. Increase that by just 10% and the cumulative effects mean you’ll double your revenue. But how do you get someone who has bought just once from you to buy more items?
As someone who has worked in email marketing since 2002 I remember the days when no-one did triggered based messaging. Typically, once a week you would load in a CSV of your database into the email marketing software (they weren’t called ESP’s back then), add in your hand coded email template (Drag and drop wasn’t a thing kids) and schedule a send before pulling the bounces and unsubscribes to pass to IT to update the AS400 mainframe database!
Unless you’ve been living under a rock no doubt you’ve heard how great personalisation is for email marketing. Reignite exists because of the amazing outcomes our founders have experienced with personalised email. But increasingly the term personalisation is being used by vendors that covers a whole host of things, just so they can make it attractive to buyers looking to improve personalisation. At times it feels like personalisation is reduced to a tick box exercise. But the problem with that is not all personalisation is equal – dropping in a first name into an email I think most of us wouldn’t consider to add any incremental value to a campaign, but equally showing 2 different banners based upon gender isn’t going to deliver much compared to completely tailoring the product content to the customers tastes and past behaviours.
It seems a lifetime ago that Apple dropped the bombshell that they were killing off open tracking for anyone using the iOS default mail client in their new release iOS 15.
The Apple announcement that they will from iOS 15 onwards prevent open tracking in Apple Mail has caused a stir in the email marketing industry. Not only will open rates be impacted but there are a whole host of knock-on effects.
According to the British Retail Consortium, after the economy, it’s the weather that has the biggest influence on consumer behaviour.
If you’re trying to break through all the noise and truly connect with your audience, relevancy is the name of the game. Just getting your audience to open that email is a challenge, never mind reading it… That email better contain something that makes that open worthwhile, or you may lose an open next time
As marketers, we know that coming up with fresh ideas to stop email campaigns from becoming tired can be really challenging. What can you do as a quick-win to shake things up in order to improve engagement and click-through rates? One great idea is to utilise live voting, also known as live polling, in emails.
Quick Wins: How live product feeds save time and increase email revenueQuick Wins: How live product feeds save time and increase email revenue 62% of marketers say that lack of resources is the reason they don’t have time to pursue more personalisation in their email strategies. One of the key reasons why resources are an issue is that so much of the marketer’s time is spent manually producing email content, and in particular, selecting product content for emails.
There are a few classic ways of generating urgency in email campaign messaging – whether that be “Last Chance” or “Don’t Miss Out”, but none of these create quite as much visual impact as an animated countdown timer. Countdown timers are a quick win for freshening up content and adding that sense of urgency or...
Inboxes are overloaded, and although you may have spent the whole day painstakingly crafting an email, the average marketing email is read for just 11 seconds. If you can get your reader to open your email and keep reading for longer than a few seconds, you’ve done well. It’s at this point that personalised images...
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