Less Emails Means More Customers: Here’s How We Do It With ActiveCampaign and Memberium
How often do you check your email?
If you ask me, I spend an outrageous amount of time checking my email. I know I’m not alone. I’ve read an article in Harvard Business Review that professionals check their emails 15 times a day or every 37 minutes.
If your inbox looks anything like mine, then you know the feeling of being deluged with email newsletters.
Some emails amuse me, and some do not. Sometimes they’re from a loved one, but most of the time, they’re from big brands either notifying me about a sale coming at the weekends or telling me about new arrivals.
Now, where exactly is this going?
When you received an overwhelming volume of emails, the more you are to ignore, archive, or delete those emails.
I know because most of the time, I just glaze over the emails (especially when the subject lines are uncompelling or when they’re from the same source with the same content).
If you’re sending too many emails to your email list, then you’re doing email marketing all wrong.
Let me tell you this: when it comes to email marketing, less is more.
If your email campaigns are receiving ground-level and disappointing click and open rates, that’s because you’re probably sending too many emails.
But the question must be asked: How many is too many?
When Your Email Is Too Much
According to our friends over HubSpot, the ideal number of email campaigns to send per month is between 16 and 30.
But take note, when we say campaigns, it’s not emails blasted to everyone in your email list. We’re talking about targeted and personalized emails sent to a portion of your database.
Sixteen to thirty campaigns a month has a 2X higher click rate compared to companies that send below or above that range.
Take note, email marketing helps you to be your customers’ top-of-mind, but you don’t want to overwhelm them. Otherwise, they might perceive your emails as a nuisance or spam.
How We Send Less Email Using ActiveCampaign and Memberium
Imagine getting an email from a shoe store, reminding you to get a new pair of sneakers because your last purchased sneakers from them might have worn out by now.
Or a promotional email from a big brand that notifies you that a 40% flash sale is coming in their branch near you.
Email personalization isn’t just about putting your recipient’s name in the Dear First Name line. It’s also about sending messages that are relevant to them.
Here’s an example:
Mike gets at least 7 emails per week from a brand, offering him discounts on particular products, but he has never acted on any of them.
Because the emails are genericーthey all sound robotic and salesy. Also, more than half of the emails were about women’s clothing, and he doesn’t quite understand how he’s getting those emails.
But what if the company knows what Mike exactly needs? Let’s say they knew he was applying for a job and needs new leather shoes? Or that they knew when he last bought workout shoes so they can offer him a new pair at a discount price?
When you have these crucial data, you can send less but targeted emails that have a higher probability of being clicked than bombarding your leads with irrelevant emails.
How we use ActiveCampaign
Supposing your brand has quite a massive customer base from different parts of the world. How would you send them personalized emails?
Segmentation is key. And when it comes to email segmentation, ActiveCampaign is one of the forerunners. We’ve been using ActiveCampaign to run targeted and personalized emails to our customer base.
How does this work?
With ActiveCampaign, you can study your customer data and group them according to which are likely to do this and that.
For example, subgroup A lists the people that have bought products from you in the last six months. So a discount email would be great to reward their loyalty. Subgroup B has the people that have not checked your website in a while, so a “we miss you” email would be ideal, along with an irresistible offer.
If you ask me, this is how we do it: we segment email lists by gender. From there, we use more filters to ensure that people get the most targeted emails.
Take note, personalized emails help you build a relationship with your leads. And that relationship is what will make them into loyal, paying customers.
How we use Memberium
How do you grow your membership site without having to send too many emails?
Again, it all comes down to personalization. If you want to see your membership site grow, you have to start sending laser-targeted emails to your members and leads.
I can’t stress enough how big the role is of email segmentation. And to execute segmentation correctly, you need to have a fair amount of data about your customers. Consolidate and understand that data, so you can better understand what each of your member needs.
How do you get a good amount of customer data, anyway?
Asking your members and leads is the simplest way to go. One thing is for sure, those who have opted in to your promotional email are more likely to give their information because they’ll know they can benefit from your products or services.
How about performing a quick survey? And when you’re at it, make sure to offer a reward to get your leads to participate.
Swamping your email list with emails will only do more harm than good. It’s not about the quantity of email you send, but the quality of the content. Is the message relevant to the receiver? If not, then it’s better to not send an email at all.
Segment your email and determine what each subgroup needs. From there, you can write personalized and targeted emails.
We have seen a lot of marketers struggling to perfect email marketing. DigitalME offers a wide variety of services, including email marketing. We are a certified consultant of ActiveCampaign and Memberium, so if you need help setting up your campaigns and membership site, we’ ’re always here to help you succeed.