Technology driven strategies for 2X ROI uplift from your email campaigns

June 19, 2019

Email marketing metrics are the key indicators of campaign’s success rate and customer engagement rate.

If you don’t have a high open rate in your industry vertical, don’t worry! Nobody can get it right the first time easily.

To get the best results, you should know the secret formula for successful email campaigns.

Right approach + Right timing + Right audience = Excellent campaign results

Want to learn some success strategies to reach more audience, get better open rates and conversions?

Here we present 3 powerful methods which you should follow to up your email campaign performance:

1. Distribution release

As the name implies, it involves distributing the same mailer to the entire database in various amounts and timings. The marketer has full control over altering various parameters like the sending volume, content, the sending time, etc.

Say for eg: If you want to send an email campaign to 10K users, you can do that either using batches of equally distributed volume (or) say like, 1000 in the first distribution, 1500 in the second, 5000 in the third, etc. till it reaches the target volume.

The approach best suits for: Regular promotions,  New users.

 

2. Priority sending

The system assigns scores to user’s email ids based on their activities like opening email, clicking email, browsing a webpage/product, etc. This score is periodically updated. So, whenever you publish a new release, active users will get it first. This strategy proves to showcase high open rates and CTRs. Also, this is an excellent way to keep up your customer engagement and retention.

Works well for: Normal campaigns, regular promotions to the users with active engagement history.

 

 3. Drip release

One of the major challenges faced by Email marketers is launching campaigns for users with poor engagement history.

ie: For new users or users who remain inactive for a long period, the system by default assigns a low score. In such cases, priority sending cannot yield good performance.

Here comes “Drip release” to the rescue!

Drip campaigns are automated sets of emails that go out based on specific timelines at a fixed threshold set by the marketer.

Since it is an automated process, you can just set it and forget it. And simply wait for the results.

For eg:  if you want to target 10K users using drip, you can set any desired threshold count, say 100 users at a time, the system will send to randomly selected audience repeatedly in a 5 minutes duration till it covers the target volume.

It gives a better inbox placement compared to email blasts. According to Jupiter research, drip gives 18 times more revenue than blast type emails.

 Best suited for: 1) New users 2) Disengaged customers

 

The graphs below show the stats of regular campaigns released on subsequent days at the same time for the same volume using different approaches.

 

Priority sending approach:

 

Drip Release approach:

 

A quick comparison of the 3 campaign release types:

Drip Distribution Priority sending
Automated

(just one time set up)

Manual Automated
Threshold for individual campaigns can be altered. Subsequent releases can be controlled. Can’t be controlled once launched.
Higher open rates for new users. Open rates depend on the type of target users. Higher open rates and click rates for regular promotions.
Saves time and effort. Requires more time and effort. Takes less time comparatively.

So, which type of release do you think will help achieve your purpose?

Start applying these techniques to your email campaigns today and see the real uplift in customer engagement and revenue.

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