At the base of everything, the best way to extend your customers' life cycles and purchasing patterns with your brand, company, or product is to analyze email data and understand your customers, what they want and will respond to. In the final section of this book, we'll talk about how to track and test your email campaigns to optimize them. However, to get you started thinking about these things, here are ways that you can use all of the email methodologies available during the entire customer life cycle to get to know your customers. In this section, we'll talk about how to use email data in order to improve all of your marketing strategies.
What Subject Lines Will Get Your Emails Opened?
One of the greatest indicators of what your clients or customers care about will be what emails they open and which ones they do not. It's the subject line of the email that drives those opens (or lack of opens). Do your customers only open emails when a discount is mentioned in the subject line? Then you may be safe sending more deals and discounts without alienating them. Do your customers open more frequently when you populate the subject line with their first name or user name? Then you should make your marketing messages sound more personalized. Do they open emails about topical information, or do they like more generalized information? Do they have a specific celebrity, team or other figurehead that causes them to open? To analyze emails they open, you can learn a great deal about what interests your customers or clients. That data can give you great insight into what will cause them to not only open more email but also marketing messages will convert them more consistently from all marketing channels.
What Links Do Your Clients or Customers Click?
Similar to learning what your customers like by seeing which subject lines they open, you can also analyze emails to learn a great deal about your customers by tracking what links they click within your emails, particularly within informational newsletters. Most email marketing, platforms, including Comm100, will provide comprehensive reports not only on how many clicks your email generated, but also on which links within the email were clicked. Say, for example, that you sell pet supplies and you have an email newsletter with an article on cats, an article on dogs, and an article on fish. If fifty percent of all of the links clicked in that email were on the article about cats, then it is safe to assume that your customers have a greater interest in specials on cat products and that you should feature more cat products and focus more on marketing cat products.
What Emails Cause the Most Unsubscribe Requests or Spam Complaints?
Much like it's important to understand what content and offers will engage your customers and which you should promote, it's important to understand what will alienate your customers or turn them off. In an email, there are several ways to tell this. The first is just to analyze email and track the opposite of what we've described above. What subject lines performed poorly in terms of encouraging people to open emails? And what content or offers within an email did not incite people to click links? However, one of the most telling signs of what your customers don't want to hear from you will be paying attention to what emails generated a larger than average number of spam complaints or unsubscribe requests.
Because a spam complaint or an unsubscribe request is an action that a customer or client needs to proactively take, it means that there was something within the content of your email that not only didn't appeal to the customer, it actively angered or upset them. When you see a spike in email unsubscribe requests or spam complaints, you should make an internal note to stay away from similar messaging or offers in the future.
Of course, there are a vast number of email components that you can analyze and test to optimize your email, which will discuss later. However, paying attention to the relationship between the content of your email and your email's open rate, click-through rate, click-through destinations and spam or unsubscribe requests can give you useful, big picture information about what your customers do, and don't, want to hear about from you. That, in turn, can give you valuable marketing information to use in all of the avenues and channels of your marketing plan.