• Three Minutes

A mail guide for e-mailing

Today, the marketplace is very cluttered. Some call this a challenge, while others consider this an opportunity. But, regardless of your opinion, this is what it is.

So, today, at threeminutes, we have started this new series called “What a professional says” for our young readers where we bring to you some tips, insights and best industry practices which will help you excel in your careers (and case study competitions)

Stay tuned for this segment every Friday!

Today, let’s talk about email marketing campaigns?

You may check your inbox right now? How many promotional emails are in there, ignored and unread?

10? 20?

Or if you are like me who subscribes to everything to just ignore their emails later, you may have 100+ unread promotional emails in there – some calling out sales and offers, others new launches and rest why is their brand the best of all.

Now, see if you usually open and click a certain category of mails because those are more relevant to you or are from your favorite brand? In that case, you are an engaged audience for them while for the brands for whom you have not opened any mail for a month, you are an unengaged audience. (Notice I am not talking about sales here, just the open rate)

This categorization of a subscriber being an engaged audience or an unengaged audience is the key to optimise your email marketing campaigns and reduce the subscriber churn rate. How? That’s what today’s edition is all about.

As per a lot of blogs by Klaviyo (an emailing software like Mail Chimp), they recommend that every brand should categorise their whole subscriber base as a 30-day, 60 day and 90 day engaged audiences, which is primarily segments of people who have opened or clicked your mail at least once in 30 days, 60 days and 90 days respectively. The frequency of sending mails to these segments must be much higher than to those who do not lie in these segments, commonly called as the unengaged segments. Every mail has a cost associated with it and sending 10 emails per month to both engaged and unengaged doesn’t make sense and the unengaged might even unsubscribe. Rather, send 5 emails to the unengaged segment but make the subject lines very tempting but relevant to this cohort and keep the mail more offer orientated.

(A tip: When you run engagement reports, a feature that all email marketing software provides, make sure that not more than 25% of your audience lies in the unengaged segment. If they do, consider the quality of your leads and your mailing strategy)

Ideal numbers that you must try to achieve for each cohort

For engaged segments, your open rate should at least be 20% (i.e. every 20 people out of 100 people open your mail). Until you don’t achieve this for a 30-day engaged segment, don’t move to 60 or 90 days.

(A tip: To optimise your numbers – your subject determines a higher open rate; your mail body determines the higher click rate. Additionally, by testing you must try to figure out the time and day on which engagement is maximised and send mails accordingly. Kindly don’t assume those to be weekends)

To the engaged audience send 3 mails a week while to the unengaged send at most 2 a week where one should be about any strong incentive.

Prioritise the engaged group first for any liquidation deals as these are aware non-consumers, converting whom would be easier. Targeting in email marketing can do wonders to retain your customers. A lower frequency for an unengaged audience would also ensure less spam reporting and unsubscribes and for us, a better inbox!

That’s the tip for today – identify your segments and adapt your emailing strategies accordingly.

Apart from segmentation based on engagement, few other proven parameters are:

1. Discount seekers: People who have always used a code to make a purchase or only buy during sale events

2. Festive shoppers: People who only shop during festive season

3. Inactive buyers: People who have not purchased anything since a long time (they may or may not be engaged audience)

4. Category Buyers: People who only buy from particular categories – you can target category new launches to them

And a lot more…

The only limit to this list is your imagination, really. And worry not, you can create all these segments very easily on emailing software with few clicks.

I hope this will help you optimise your campaign and make some more money.

With this, signing off today.

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