Email is still considered as one of the best forms of communication and engagement channel. As a Direct-to-consumer brand, 2023 is going to bring with its own set of challenges and opportunities, so brands should plan well in advance about how they are going to improve their email marketing strategy to have better consumer engagement.
In this blog, we have listed down 5 things your brand should focus on to achieve the best ROI from your email marketing spend.
As a D2C brand marketer, planning all of your email campaigns for the entire year on a Google spreadsheet will help you strategies and execute your email campaigns.
Considering each month significance, list down all the campaigns that you would like to send each month. If you are planning to send 2 email campaigns per week, you should list down all the content or text that will go in each campaign along with their subject line and preview text in the email campaign planner 2023.
Once you have done this foundational work, it will help you in giving more clarity to think about the other things.
Your email campaign planner spreadsheet should have the following columns:
Date of Campaign
Customer Segment
Email Body Text
Preview Text
Email Banner
Email Banner Text
Discount Code
Discount Code Validity
Call to Action Buttons Text
Products to Promote
Product Collections to Promote
As you start filling these details for each campaign, you will have an amazing opportunity to create fantastic campaign templates along with your design and marketing team.
Batch and blast email marketing campaigns is something that’s been going on forever and as a brand you should strive to send campaigns that convert by understanding who are the people in your customer database.
You should strive to make customer segments based on your consumers Purchase Behavior, Browsing Behavior, Discount Sensitivity Behavior, Email Behavior, AOV behavior, Seasonality Behavior, Purchase Recency Behavior and all other possible behaviors.
Once you have created all these customer segments, you will get more clarity about where your customer is in their life cycle with your store and allows you to send email campaigns different for each customer segments.
By sending segmented email campaigns with email body text relevant for those customers can help you in having a better dialogue and engagement with your customers.
If you have been sending the same products to each customer in your email campaigns, you will never get conversions that you are looking for. As each customer is different and have affinity for different set of Products & have unique product preferences, each of your customer segment campaigns should have product personalization so that each customer receives the product that they are interested in buying.
By sending product recommendations to customers by using their previous purchase Behavior and browsing behavior in the email campaign, you can get great Open Rate, Click Rate and Conversion Rate from each of your campaign.
Just like your customers have behavior, products listed on your store also have behavior and by undertaking product behavior, you can also run product-oriented campaigns.
In a product-oriented campaign, you can utilize artificial intelligence apps. An AI app can determine who are the customers that a particular set of products can be sent. This method of Product oriented email campaigns is new and has not been adopted by direct-to-consumer brands yet but over a period of time it will become the most popular method for email marketing campaigns as it takes into account each customer preferences and affinity for products.
Your Direct-to-consumer brand can distinguish itself via email campaigns by adopting this product-oriented campaign strategy and make a strong connection with your customers.
Each email campaign report is going to provide you with numbers and insights on how your email campaigns are performing and how your consumers are responding to each campaign.
You should look at each email campaign report for the following numbers in order to get a better understanding of what is working and what is not.
Email Campaign Open Rate
Click Rate
Conversion Rate
Number of Orders
Campaign Revenue
If you are able to improve your email campaigns KPIs by 5% for each consecutive campaign, you will see a significant increase in your store revenue.
If you are getting 10% to 20% open rate but not enough click rate, you can improve subject lines and Call to actions within email templates.
If your click rate for email campaigns is okay but not giving you enough conversions, you can run a retargeting email campaign with limited time offers that customers can’t ignore.
By adopting these 5 strategies, your direct-to-consumer brand can definitely see the difference in business growth and revenue. It’s all about planning, executing and improvising your email campaign strategy by adopting a Data driven approach and utilizing technology to create more personalized to delight your consumers.
