Sometimes doing a little more for our email subscribers can make a lot of difference. Tafford Uniforms (www.tafford.com) of North Wales, Pa., faced a challenge to engage email subscribers because of two common but seemingly incongruent realities.
First, customers (mostly nurses and hospital workers) make purchases only two to three times a year. So emailing them every week means that you've got a 6% chance of hitting the subscriber "in market" and ready to buy and a 94% chance of being completely irrelevant. That suggests a lower email frequency that matches the customer buying cycle.
Second, every time a message is broadcast, it generates some revenue, which becomes a nice habit, especially when you've got to hit a specific number each quarter. That encourages the team to increase email frequency.
Because the email-channel revenue is so tempting, Tafford now emails subscribers three times a week, according to David Kaplan, VP of Marketing at Tafford. Every message is a pure promotion, with subject lines such as "Scrubs from $8.99" and "Last Chance for Free Shipping on Thousands of Items."
Although these campaigns still generate revenue (after all, 6% of the audience is in market), the high-frequency strategy was starting to increase the churn rate (unsubscribes because of customer fatigue) and inbox deliverability was at risk due to higher complaints. (Complaints are tracked every time a subscriber gets fed up and clicks the Report Spam button.)
Creating custom subscriber experiences is the right way to reverse customer churn and complaintsâ€”as well as improve inbox deliverability, response, and revenue. That brings us to a second set of two seemingly incongruent realities:
- Creating customized email experiences is likely to increase customer conversion and average order size, increasing revenue from the channel.
- Creating customized email experiences requires some additional effort, data integration, creative, and staff time, costing money and timeâ€”both of which are scarce.
So Tafford took a middle road: It made a few simple changesâ€”those that do not require massive data integrationâ€”at points in the customer life cycle that are particularly vulnerable to opt-outs or spam reports.
Take the first step (it's free).
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