MarketingSherpa – Email Marketing: 208% higher conversion rate for targeted emails over batch-and-blast
SUMMARY: Over time, sending general emails to an entire database can erode results. However, many marketers continue to do this, because they’re unsure of how to move beyond “batch and blast” practices to a more targeted approach.
Yet, this change can be easier than you might expect. See how a marketing team from one e-commerce company selected a high-value segment, sent a targeted offer, and saw conversion rates jump by 208%. You will also learn which segment the marketers chose, and how they crafted a strong offer.
by Adam T. Sutton, Senior Reporter
The marketing team at Artbeads.com wanted to pursue targeted email marketing. The beads and jewelry-making supply retailer sent marketing emails each week, but they were the same for everyone on its list.
Devin Kimura, CEO at Artbeads.com, wanted to avoid getting addicted to the quick revenue that can come from batch-and-blast.
“When you have to pay those bills, you run a big batch-and-blast promotion with a sitewide coupon that can bring a lot of money in the door. Then you have to replenish that inventory you just sold, so you have to run another discount campaign. Then your customers start to get hooked on the discounts coming… It’s a very damaging cycle,” Kimura says.
Kimura and his team needed to identify valuable segments, send targeted emails, and increase results — all on a small budget.
Artbeads.com tested targeted emails in several one-off campaigns last year. The team hoped to prove the value of sending targeted emails, generate revenue, and spur the company to invest further.
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