In my experience, that's because most companies believe their email marketing revenue is entirely dependent on their daily blast emails. Why You Need to Leave the Daily Blast Behind When you target a specific segment of customers with smaller campaigns, the cumulative revenue is much greater than that of a "spray and pray" blast email campaign. If your customers are accustomed to receiving daily emails, they are also less attentive to your offers: If every day brings a new one, there is no sense of urgency to act. Personalizing your email campaigns needs to start with one small step. Don't throw your existing campaign strategy out the window and start from scratch; instead, exclude just one segment from your blast campaign and instead target it with meaningful content, such as an exclusive offer based on their previous purchases. Put yourself in your new customers' shoes: Imagine you've just done business with a new brand; you most likely wouldn't want to immediately receive hard-sell daily emails; instead, you might prefer a sequence that includes a thank you note and an email making sure that you're happy with your purchase. Exclude the segments you're now targeting from your blast customer coverage and prioritize their personalized campaigns. Over time, target more of your customer base with tailored campaigns. Consider other ways daily blast emails might be effective. If you implement this approach to personalizing your campaigns for your customer base, within weeks you'll be able to graduate from an outdated daily blast email strategy into an intelligent segmentation strategy that will result in a measurable increase in revenues.
Many businesses still rely heavily on daily blast emails in their marketing campaigns—and that is a big mistake. I see it every day with clients, most of whom are reluctant to shift away from daily blast email campaigns toward a more personalized, targeted approach.
In my experience, that’s because most companies believe their email marketing revenue is entirely dependent on their daily blast emails. They’re used to spraying and praying, and they worry that reducing email frequency and targeting smaller audiences will undermine sales.
Our research and experience, however, show the opposite to be true: Segmentation and personalization have a dramatic positive effect on revenue.
Why You Need to Leave the Daily Blast Behind
When you target a specific segment of customers with smaller campaigns, the cumulative revenue is much greater than that of a “spray and pray” blast email campaign. And the more you cater to increasingly refined segments, the average uplift you gain from your total customer base grows—as does the average uplift from each individual customer.
Perhaps more important is that daily email blasts are notorious for chasing away customers. No matter how beloved your brand might be, no one wants to be on the receiving end of continual, impersonal communications. Customers will soon start ignoring your campaigns or opt out completely.
If your customers are accustomed to receiving daily emails, they are also less attentive to your offers: If every day brings a new one, there is no sense of urgency to act. Because there is no fear of missing out, your customers will wait for a better offer.
What You Need to Do
So, it’s time to shed bad habits and graduate from the daily blast email. But how do you make the shift?
Here’s how to get started.
- Isolate a single segment. Personalizing your email campaigns needs to start with one small step. Don’t throw your existing campaign strategy out the window and start from scratch; instead, exclude just one segment from your blast campaign and instead target it with meaningful content, such as an exclusive offer based on their previous purchases.
- Start with new customers. Your new customers have yet…
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