Inspired by the movie "Pitch Perfect" featuring the Barden Bellas a capella group, the following Campaigner infographic features tips to help you create email marketing campaigns that hit the right note with customers.
1. Take personalization to a higher octave
When the Bellas realized its standard renditions of all-female classics weren't making the cut, the group found the key to its comeback was to switch up its repertoire and personalize its performance for the crowd.
Taking a note from the Bellas' success, effective marketing campaigns require personalization and knowing your audience. But it's more than just inserting a name into the subject line, it's about offering content and images directly targeted to your recipients' demographics or preferences.
With tools like Campaigner's new Dynamic Content, one email can render different content for specific groups by taking into account gender, age, region, purchase history, level of engagement, and more. Perhaps you reward your most engaged users with 10% off and two tickets to see "Pitch Perfect 2" and the less engaged contacts receive 5% off and one ticket. Whatever offer or message you provide, tailor the content accordingly to get a standing ovation from every customer.
2. Harness the power of social harmony
In the movie, the point is made that if the Bellas and the Trebles overcome their rivalry, the two groups would harmonize to produce a musical masterpiece... Though the Bellas were ultimately the stars of the show, the group wouldn't have been complete without the support of the Trebles.
In the same vein, there is a significant opportunity for email and social media to join forces in perfect marketing harmony, and successful email campaigns should be integrated across all channels. Make email your star and weave in social support.
When pulling together a comprehensive campaign, use a platform that allows cross-channel integrations, so you can upload, manage, and execute a holistic marketing campaign across email, Facebook, and Twitter through one single software. With email and social in harmony, you can drive your brand's messages through multiple points of contact and reach a wider range of users.
3. Test to find your winning tune
When building a star-studded team, the Trebles didn't select random singers blindly; the group held open auditions to find members to round out its championship-winning a cappella group.
Similarly, marketers should not risk sending an email campaign that is not optimized! It's crucial to test a variety of components of the email campaign to identify the winning version. Whether subject lines, graphics, calls-to-action, or even content, every aspect of your email campaign will hit a different note with your customers.
Conduct A/B split testing with at least three different variations to identify what resonates best with your audience. By testing to find the winning pieces, you can pull together a pitch-perfect campaign and take home the gold.
4. Set up a-ca-automation to hit the high note with customers
In the Pitch Perfect-famous Riff Off competition, each a capella group was challenged to think on its feet and perform a song based on what other groups were initiating.
Similarly, as a marketer, you're constantly faced with tracking user interaction and sending targeted emails based on certain behaviors. In the instance of shopping cart abandonment, you'll want to follow up and encourage that contact to complete a purchase. If a new user opts to join your newsletter, you'll want to reach out and welcome that user to your community. There are so many scenarios that just thinking about manually tracking them is exhausting.
To cut down on the legwork, set up an advanced workflow or email automation system through your email marketing provide. Set up a track of triggered emails based on a series of customized factors and user actions.
By maintaining a regular cadence of communication with highly relevant and top-of-mind content, you can hit the high note with both your customers and ROI.
5. Segment the altos from the sopranos
Just as a good a cappella group has a mix of altos, sopranos, basses, and tenors, your email marketing list has a wide variety of users as well. Though they holistically come together to make up your master list, don't always lump them together.
Segmenting your email list will not only pave the way for more personalized content for your recipients, but it will also bolster overall list hygiene. After creating a variety of subsegments based on factors like gender, region, age, and more, you will gain deeper insight into what types of users are making up the majority of your contacts, and where you might be lacking. An a cappella group with 70% altos and only 30% sopranos is bound to have an unbalanced tone.
Likewise, if you notice that the majority of your highly engaged users are millennials, you might want to consider an extra campaign specifically tailored toward Baby Boomers to spark their engagement.
Each individual in the Barden Bellas is crucial to the overall group dynamic, yet their styles remain incredibly different. Segment your email lists in the same way to identify varying styles and maintain an optimal balance.
To get more pitch-perfect email marketing tips, check out the infographic.