Email marketing performance tips from Jordie van Rijn. The 3P=1P of modern email marketing
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Email marketing has always been about Reach.
Reaching the right people with an attractive message, but this is an evolutionary concept. Email marketing is reinventing itself by acknowledging Person + Profile + Purpose = Performance.
The value is not IN the email list (like we used to say), it is through relationships with people that are on that (subscriber) list. In (misguided) advise marketers in the past were told to remove barriers to signing up, so to remove all friction, don’t ask anything: Just collect email addresses. Then asked to optimise their effort: The equivalent of trying to paint the Mona Lisa in the dark.
For better email marketing performance: think lifecycle and long-term value
The quality of an audience is defined for a large part by the completeness of the subscriber’s profile. Because that is where Purchase Intent and other valuable data to segment and act on is found. Realising that the same person can be worth either zero or multiple times your average email customer value, by acting on what you are able to know.
Every email is a lifecycle email, whether you want it to be or not.
Each customer is in a phase of their customer lifecycle right now. They are going through the buying phases, experiencing your products or almost churning. What you have to do is uncover these things that are already happening. See where you can make the difference. We have all these beautiful marketing automation tools to measure and find out what they are.
A subscriber might tolerate one-size-fits-all messages, but that is not the question nor a very good measure of success. The question is; With all of that potential value out there, what are you going to do about it?
I am glad to see that Marketing Automation is picking up steam with more and more email marketers seeing it as an important part of their tools, as well as creating funnels and automated sequences.
It signals the ambition of creating a sophisticated and tied-in marketing function. When brands start with Marketing Automation and can set-up campaigns faster, they will be able to shift focus from “Just Do It”, to “Just Do It Better”.
This article was written by Jordie van Rijn. Get more expert advice by following his popular blog Emailmonday
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