PayPal Stories Archive

Email continues to be to be a popular and effective marketing tool for businesses, especially in Asia Pacific (APAC). Silverpop’s annual email marketing survey showed that last year APAC led the pack on the highest open rates and click through rates.

 

In this post, we’ll look at a key strategy to increase the effectiveness of email marketing — targeted (or personalized) emails. More than just increasing sales, targeted emails are also a great way of improving the customer experience.

 

Here are the three "Cs" of targeted email marketing:

 

1. Customer Persona & Interest: It’s no surprise that people are more likely to open emails that are relevant to them or pique their interest. So, it’s important to collect customer data, or gather research on your customer behavior and interests before targeting them with emails. Successful eCommerce businesses spend time gathering customer information and utilizing them. The more detailed a picture you have of your customers, the more effective and targeted your (email) marketing can be.

 

2. Customer Behavior: You can also use behavior to target your customers. For example, many eCommerce businesses now send emails to customers who have abandoned an online shopping cart on their site. So, for shoppers who run out of time during payment, trigger an email to remind them their items are waiting for them in the shopping cart. Or, for shoppers who drop off during checkout, consider leveraging any special deals or promotions. Shoppers tend to open emails when they see a good deal.

 

3. Customer Action: Emails sent after an “action” (i.e. order confirmation, delivery notification) have the highest open and click rates. So, these emails can serve as an excellent opportunity to engage the customer or cross-sell other products. For example, an email confirmation for a camera purchase might include a promotion for a camera accessory or something compatible. [1]

 

Tip: With mobile usage at an all-time high, you need to make emails compatible with these devices.

 

[1] Silverpop. 2015 Email Marketing Metrics Benchmark Study.2015.