5 Tactics to Improve Email Marketing for Your Legacy Brand

Email marketing is a tried and tested method of reaching out to your audience. A legacy brand has a responsibility to match up to their customers’ expectations and uphold a certain image. But it is still possible to incorporate a modern approach into your email marketing so that you don’t start lagging in the email game.

If you want to hook your customers and reel them in, the traditional methods of email marketing won’t be of much help. As a marketer, you need to plan a more organized approach and improve your email marketing strategy.

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Here are five tactics that will help you improve your email marketing:

1. Segment your audience

If you are a legacy brand, you may have an extensive database of loyal customers, new customers, prospects, customers who have defected, and the ones you have wooed back. Chances are this database needs updating – a little trimming to organize your customer list. You may have segmented your email list in the past, but it might not represent the latest information, which leads to sending emails to people who simply trash them.

As a good email marketing tactic, you should always segment your email lists at regular intervals based on specific criterion like preferences, buying habits, gender, age, location, new or repeat customers, etc. This will help you craft a targeted message for each segment, resulting in higher open and click-through rates.

How can you segment your email list?

  • Subscriber quizzes: Quizzes are popular because they give a sense of self-understanding, and enlightenment to the player(s). Apart from being a great lead generation tool, quizzes help you understand your customer better. For example, a fun, yet simple quiz like, ‘What kind of handbag suits your personality type?’ can yield dividends. Not only will your customer enjoy this quiz, but it will give you a wealth of information on the person’s age, color preferences, number of compartments, and size of handbag, etc. You can then segment your audience into different demographics or interest profiles and deliver customized email messages to them. 
  • Segmentation based on behavior: You need to understand how and why a customer behaves a certain way. If a new customer is taking time to explore your website but hasn’t made a purchase or has abandoned a cart, he’s probably exploring his options with your competitors as well. This is a favorable time to offer a discount to nudge him to hit the buy button.
     

If a repeat customer is looking for a product she bought a month ago, she might be looking to restock. You can offer her some discounts on a monthly subscription now, to reel her in and turn her into a regular customer. For this, you will need to link your email marketing with your website and automate nurture sequences for different behaviors and send the relevant message at the right time.

  • Surveys: The best way to know more about your customers is to ask them questions. Whenever customers first connect with you or offer feedback, ask them to fill a quick survey about themselves. Use the results to send out emails with relevant content, offers or incentives that makes them feel valued.
     

2. Personalized Message:

I was looking for books for my kid on Amazon, and they sent me this email. They have a knack for understanding their customer and are continually improving on sending personalized emails. With segmented lists in place, you can add a personal touch to the emails. According to Experian Marketing Services, “personalized emails generate six times higher transaction rates.”

3. Create a customer journey:

BabyCenter is a parenting site which accompanies expecting and seasoned parents throughout the parenting journey – from the moment a couple conceives. When an expectant parent shares her due date, it is used as a trigger for BabyCenter’s email newsletters with information about different stages of pregnancy. And if the new parents share their child’s birth date, they will send you weekly updates on baby’s growth and how to handle various parenting situations and support you in the journey. Not only this, they offer support and expert opinions for those trying to conceive.

It is a creative and a thoughtful idea to be a part of your customer’s journey and make it special for themYou can use dates like birthdays, anniversaries or joining dates, etc. to use as triggers to craft customer journeys in your email strategy.


4. Relevant Message:

Relevance is another crucial aspect of sending out email messages. It is a waste of a customer’s time and your resources to send a message that is completely irrelevant or no longer holds value to the customer. For instance, an email in a customer’s inbox about an offer which has expired.

A great example of relevance done well is eBay. wanted to create a structurally better experience for their customers, so they went for 1:1 personalization using real-time data.

  • Every time an offer was shown to the customer, it was driven by eBay’s up-to-the-minute understanding of what the customer did or how other customers responded
  • Instead of sending expired offers in emails, they used the open-time of mails to render offers in emails
  • They adjusted recommendations based on real-time engagement feedback on events and offers
     

5. Interactive emails:

As marketers are adopting interactive content with open arms, it is ‘the time’ for legacy brands to incorporate interactive content – which includes interactive email – in their strategy, because interactive promises more customer engagement, more leads and a better customer experience.

Dominos UK sent out with a preview of their new Italiano Range Pizzas. Customers could see their tempting pizzas and order from the email itself. Allowing customers to preview, view, and order without having to leave their inbox is a good engagement tactic.

Of course, you should add interactive elements to emails only if they resonate well with your audience.

Conclusion

You must remember that your email marketing strategy depends on how hard you try to understand your customers, send out personalized, targeted and relevant messages to them, and be creative and add value to their lives while crafting that email.

Author: SergioArboledas

Sergio is an all-around SEO expert with many years experience.

SergioArboledas

Sergio is an all-around SEO expert with many years experience.

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