How to Improve Your Email Campaigns and Limit Customer Frustrations


Before you embark on an email campaign, you need to understand how your customers are going to access the information that you are providing them with. On an average day, 53% of customers open their emails on a mobile device, and this goes up to a staggering 75% during the holiday seasons. You need to ensure that your email template is mobile friendly, so it looks great on tablets and smartphones. If customers are finding it hard to navigate from your email to your website, you are more than likely frustrating them to the point that they will take their dollars elsewhere: 69% of shoppers’ online carts are abandoned with items that have not been purchased.

So, how do you transition emails into sales, and ensure that your email campaign is a success? Use the data that is available to you via third party apps such as Shopify and Woocommerce, and combine it with the data that you collected from your own signup form: better information gets better results.

You need to know their likes, browsing history, past purchases and interests to enable you to personalize the emails to be more relevant to the individual. Sending irrelevant emails is one quick way for the delete button to be hit, 74% of consumers get frustrated by emails that are considered to be irrelevant.

The data that you have allows the segmentation of the customers so that they are clustered together in relevant groups to receive messages that apply to them – and all at the touch of a button. You do not need to send individual tailored emails; your data will drive the right information to the right people via automation.

Don’t be shy about bringing fun into your content; tailor subject lines and content to suit the demographic. The more personalized and relevant your emails are, the click through rate increases by 2.5 times, and more than 6 times more sales are generated than by non-personalized emails.

Marketing automation allows you to connect with your customers on a more natural and personal level. You can use it to send timely messages that prompt consumers to go from consideration through to check out: 320% more revenue is created by automated emails.