By: Amanda Garceau

Date: November 9, 2016

In part 1 of this series, we covered the technical and design considerations for creating a visually appealing, well performing, cross-platform compatible email.  However, when it comes to email marketing there are several other factors that come into play.  Part 2 of this series will cover segmentation, personalization, landing pages and A/B testing.

Segmentation and Personalization

The best email campaigns are ones that target specific segments of subscribers, the more well-defined the segment, the better the results will be. In order to properly segment subscribers, brands need to collect the right kind of data and attach that data to that subscribers (who match the criteria). Some common strategies include segmenting by preferences, demographics and behaviors.
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Lead Generation Campaigns

It may be tempting to require that the subscriber provide several sets of data up-front at the time of subscribing. This however, is not the right approach and can deter potential leads from converting. Instead, keep it simple—ask them for only the absolutely bare essentials (fewer fields equal higher conversion).
Consider setting up a welcome email (or series) with a call to action to update preferences.  Be clear on the value that they will be getting by defining their preferences.

Ecommerce Campaigns

It is easy to associate many different data points to each subscriber. A customer’s purchase history can be incredibly useful when segmenting and creating automated and targeted campaigns.
Consider classifying subscribers into groups based on purchase versus no purchase, average order value, and types of products ordered. These segments will allow you to send highly relevant and specific offers, these will convert at much higher rates.

Landing Pages

Sending an email that has a high click-through rate can still fail brands if the landing page doesn’t convert.  Creating a successful landing page can be easy by following these basic practices.

Relevant Content

Each email campaign needs to have a targeted and relevant landing page. Like most emails, each landing page should have one focused call to action. The subscriber was interested enough to click through, so don’t disappoint or distract. Make sure that your message strategy matches and is easily identified within seconds of viewing the page.

Mobile Friendly

Landing pages must be mobile friendly.  This is another common issue seen across email marketing campaigns.  With the percentage of mobile email opens, it is absolutely essential that the experience remains responsive after they leave the email. Take a look at statistics provided by Litmus for 2016 that show mobile accounting for 56% percentage of the market share:
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Standard Landing Pages

Outside of promotional landing pages, there are a few additional, common page types that should be in place:

  • Email Sign Up
  • Update Preferences
  • Unsubscribe, or Opt-down

Opt-down pages can be implemented in a variety of ways, typical scenarios might include ‘snoozing’ emails for a few months, or opting to receive quarterly emails versus weekly.

A/B Testing

Multivariate testing is essential for optimizing campaigns over time and ensures that informed, data-driven decisions drive strategy and execution.  Most popular email service providers have the ability to set up A/B tests and easily identify winning tests.
When considering what to test, think about the end goal.  Are you looking to increase open-rate?
To increase open rate:

  • Subject Line
  • Pre-header
  • Time of Day
  • Day of Week

To increase click-through rate:

  • Animated GIF versus Static Image
  • Length of Content
  • Calls to Action
  • Landing Pages

Just Hit Send

Email marketing is complex, it’s more difficult than just hitting send. Understanding the basics of segmentation, landing pages and testing will begin to unlock the rewards of email and help you and your brand achieve your business goals.