Don’t just stand out in your customer’s inbox, remain at the top.
Marketing teams often find themselves debating the topic of posting or sending content to their customers. How much is too much? It often takes high-level and critical thinking to come up with the answer for whether to send for last-minute conversions or not. For fear of over-saturation, what is the RIGHT answer?
Email marketing has long been a go-to funnel for marketing teams. It has the highest ROI as well as the top recommended way to reach your customers. Over the last five years we have seen a 1,000% increase in the number of emails being sent, received, and engaged with daily. The more businesses understand that email can transform their brand, the more they start sending, making it the #1 contribution to this delta. This means more competition for you to stand out.
Over the years, email marketing professionals have preached the importance of standing out in the customers’ inbox by using attention-grabbing offers, personalization, and creative design to prompt excitement by the reader. Enhanced ESP features allow for content testing to get the information just right. Brands have successfully developed email strategies where the messaging consistently resonates with their audience. Is all this enough? The answer is no.
All new email marketing funnel messages are overwhelmed by name brand competitors in your space click-hogging everyone’s inbox.
Brands compete with an ever-expanding realm of new businesses breaking into an industry's customer pool. Many top strategies revolve around RESEND and RETARGET campaigns. Generate an aggressive send pattern from the start creating an imprint in your customer's subconscious to expect your emails on certain days, at certain times. Consistency is key whichever volume you decide. Both have proven to be very effective, the following describes the difference between the two. Let’s break it down.
RESENDS
Re-sending an email campaign to all NON-OPENERS of the initial send.
When implementing a RESEND strategy, the goal is to get additional, not repetitive, eyes on the content and promotion. Therefore, the audience is all contacts that DID NOT open the campaign’s original send. This provides a great opportunity to further test campaign subject lines and pre-headers. Take each opportunity to perfect the brand’s narrative when connecting with customers.
RETARGET
Sending to those that DID open the initial send, but DID NOT convert with the email funnel's main objectives and offerings.
There are a variety of ways to approach a RETARGET strategy. In 2024, one KEY strategy that has proven most successful is deploying to all that opened the previous email, engaged with a CTA, but did not convert your campaign KPI once on the destination (landing) page. What may be assumed is that your customer requires additional convincing to decide to convert. Sending additional content that builds onto the narrative and tells the same story helps to drive campaign KPI conversions.
Take each opportunity to perfect the brand’s narrative when connecting with customers
Now that we have outlined both strategies to remain at the top of your customers’ digital pipeline, let’s address one major fear teams consider when deciding that too much is, too much. Subscribers are your customers and have directly told you that they want your product. Whether they're being driven to an opt-in form via social, joining your mailing list directly, or by referral, your audience wants to hear from you. Use RESEND and RETARGETING campaigns to keep top of mind and SEND THE EMAIL.
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