Organizations of all types must do all they can to attract and retain new customers. So many companies create so many messages, promotions and offers for email, social media, web, mobile, and other channels. But so many aren’t successful because the messages aren’t as relevant as they could be.
Being able to send a targeted, personalized message that actually resonates with customers and prospects is critical to success. In fact, the ability to send relevant, highly targeted messages could be the silver bullet to attracting new customers, winning their business, and strengthening your bottom line.
Yet the question remains: why don’t more organizations do all they can to create more relevant – more engaging – emails?
A closer look at customer retention
Sometimes it’s not as easy as you might think. For example, consider the case of customer retention.
Targeting existing customers (and even those who might have just left) is a common strategy and one that makes business sense. Research shows that it costs five times as much to acquire new customers than to retain them. However, targeting this group must be done carefully, and traditional approaches don’t always work.
A full 51 percent of marketers believe that email list segmentation is the most effective personalization tactic. Yet now, new approaches – and new technology – can help create more relevant email experiences.
For example, Liveclicker’s RealTime Email solution enables marketing teams to embed a live image with a promotional offer and deliver a “we-miss-you” message. This creative targets customers in every email, yet only appears to recipients who fall within certain parameters.
The company can determine what the parameters are – for example, targeting users who haven’t opened emails, or those who haven’t clicked through to the site in a certain number of days, weeks, or months.
The use case
In another use case, a retailer might target former customers with the help of live images.
A retailer can analyze a pool of customers who had previously purchased items, but had not visited the site or opened emails in the past several months. This resulting group of customers would be the ideal group to target for additional sales opportunities. And if the brand has the vital information, including contact details and past purchasing information, there’s a good chance that this segment will be easier to win back than it would be to win new customers.
The right approach leads to the right results
The retailer would then use the LiveImage capability within RealTime Email to embed an image in the win back email campaign. It would contain a promotional offer and a specific win back message for target customers in every email, but would only display them to recipients who fell within certain parameters.
This innovative approach would allow the retailer to reach specific subsets of customers with a targeted message and special offer. Increasing personalization and relevancy helps engage customers and increases the likelihood of them purchasing additional products. As mentioned earlier, retaining customers reduces the cost of customer acquisition and increases the lifetime customer value – critical wins for any organization.
In using tools such as Liveclicker’s RealTime Email, any organization can present special, highly targeted email offers and best position themselves to accomplish their specific marketing goals.
Learn more about how Liveclicker can help you achieve this with RealTime Email.
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