Three Keys to CX: Email Automation, Segmentation, Personalisation

By Tink Taylor | 17 Jun 2016

Rather than batching and blasting emails, use a strategic approach that sees you tailoring email content to relevant segments for better impact.

It is no secret that technology has changed the way organisations interact with customers, whether it’s on a digital platform or in the physical world. Merchants can now leverage a more sophisticated level of intelligence and a deeper understanding of their customers’ behaviours to create the experience today’s consumer expects.

Rather than a one-size-fits-all communications strategy that was the norm when customers had a more personal, offline relationship with their favourite retailers, organisations nowadays need to focus on delivering a multichannel communications strategy. What’s more, this is in conjunction with the requirement to still offer the same level of personalisation experience, regardless of having a physical high-street presence or not.

One of the most important parts of a multi-channel strategy is email — after all, it’s your digital key. However, the content that’s delivered must be personalised and relevant to the individual in order to appeal and resonate with the customer. Here are a few things to consider as you implement your own email marketing automation strategy.

Don’t be afraid

When I tell my clients that one of the keys to keeping their customers hyper-engaged with the brand is sending more emails, not less, I invariably see them tense up. Interestingly, this doesn’t come as a surprising reaction since our instincts tell us that to really reach people we have to be more personal and more targeted. And how can that happen through volume and automation?

First, use intelligence — the tools that are at your disposal — and then put the time and effort into regular testing and develop a more advanced segmentation strategy with measurable impact. This will result in retailers being able to uncover more touch points and send more emails in aggregate — but with increased relevancy.

A strategic approach

Even though we’re suggesting sending more emails, it’s about taking a strategic approach to identify the critical customer segments and gathering a more sophisticated level of intelligence — not batching and blasting emails out to them.

By segmenting, you are able to deliver more relevancy. Relevancy correlates to the frequency that a recipient will allow you to send to them. If you deliver value, they will be a willing recipient looking forward to your next campaign.

With a deeper understanding of the customer, you ultimately end up sending emails all of the time. And they don’t mind! Through strategic focus, you will increase the odds of opens, clicks and purchases.

Content matters

There is no point segmenting for segmentation’s sake; hence you must next think about content. Is the content really different enough per segment? Will the content engage the customer? What is the call to action? You are competing with many other brands for attention. Bear in mind that each consumer has between 10 and 20 brands in their inboxes that they are really looking forward to receiving from. Believe it or not, they are very willing recipients and this is a result of these brands having used intelligence; this hasn’t happened by mistake.

Monitor and course correct

Once you decide on your segments, the only effective way of continually securing success is by measuring the impact. If a particular campaign produces a high number of unsubscribe requests then perhaps it’s time to throttle back a bit. With monitoring and measurement, you can twist the dials on your ongoing strategy in real-time and ensure that you are making important adjustments quickly.

More email, better impact

Without a doubt, the most effective email campaigns will be a central element of an omnichannel strategy that enables a brand to create a personal and consistent interaction with customers across any platform they interact with, from tweeting to live chats.

With so many segmentation possibilities identified, it becomes impossible to roll out a program without automation. By investing in the technology to bring more insight into how to engage with customers, companies can develop deeper customer relationships that will pay great dividends over the long term.

So, send more email, more frequently to more segments. With the right tools and technology, the result will be the increased engagement and ROI in aggregate that come from deeper customer relationships.


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