But which <\/em>active, engaged subscribers? \u2014 that\u2019s the question… <\/p>\n\n\n\n Because your conversion rates are modest; there isn\u2019t much sales happening, even though people are engaging with your emails. <\/p>\n\n\n\n In this blog post, we\u2019ll be trying to solve this Rubik\u2019s-puzzle of email marketing. Here are some of the rotations, if you will, we\u2019ll try:<\/p>\n\n\n\n One of the lessons we\u2019ve learned from doing email marketing<\/a> for a decade now is that you can\u2019t take subscribers\u2019 word for everything. <\/p>\n\n\n\n Here\u2019s why: Subscribers are not the best judges of their own preferences. They\u2019re often unaware of their own interests and needs. <\/p>\n\n\n\n As a result, it\u2019s critical you focus more on what subscribers do than what they say. Distinguish between their expressed<\/strong> and implied<\/strong> preferences, in other words. This is something that Chad S. White notes in his book Email Marketing Rules<\/em>. <\/p>\n\n\n\n If a subscriber has expressed interest in Oxford shoes but spends their time looking at flats, you should exclude that subscriber from the \u2018Formal footwear\u2019 segment. <\/p>\n\n\n\n That\u2019s a starting point for modifying the relevance criteria for that particular subscriber. The key is to estimate relevance on the basis of behavior, not words. <\/p>\n\n\n\n On this principle, there can be multiple cart abandonment<\/a> segments, not just one. So for example, those who habitually abandon carts on purpose to avail discount offers should not receive incentivized reminders.<\/p>\n\n\n\n Email marketers tend to overestimate subscriber birthdays. <\/p>\n\n\n\n It\u2019s critical that you have your subscribers\u2019 personal data. Offering incentives on people\u2019s birthdays works. <\/p>\n\n\n\n But not always. Because there could be outliers. And these outliers will have signaled their preferences for birthday emails. <\/p>\n\n\n\n \u2018But who wouldn\u2019t like a gift on their birthday?\u2019 \u2014 is not a question marketers need to ask. You\u2019re to reward each subscriber according to their preferences. <\/p>\n\n\n\n So if you\u2019ve segments by birthday date, you should exclude indifferent subscribers from these segments. <\/p>\n\n\n\n In fact, you can create a super-segment of just these indifferent subscribers. And you can send them other triggered emails on their birthdays. <\/p>\n\n\n\n Read More: Best Email Unsubscribe Examples<\/a><\/p>\n\n\n\n \u2018Triggered\u2019 has often made email marketers trigger-happy. <\/p>\n\n\n\n Full credit to leveraging triggered emails. But you\u2019re dealing ultimately with human beings, not data points. Which is why action-triggered emails can often flop. <\/p>\n\n\n\n Mr. X left an item in their cart. That\u2019s a trigger for a cart abandonment email. <\/p>\n\n\n\n But hold on! If you know Mr. X has, in the past, come back in a day or two to complete the checkout, you can be sure they don\u2019t need a cart abandonment email. <\/p>\n\n\n\n If you\u2019re a wise email marketer, you wouldn\u2019t have bracketed Mr. X with the typical abandoners, right? Mr. X doesn\u2019t belong in that segment. <\/p>\n\n\n\n Learn to wait for your subscribers<\/a>. Not everyone always needs a push. Distinguish between slow buyers and abandoners. <\/p>\n\n\n\n If someone spent considerable time looking at your product category, you shouldn\u2019t automatically put them in the high-intent category. <\/p>\n\n\n\n Instead, you should ask yourself the following questions:<\/p>\n\n\n\n A single behavior can have that many layers and more. High-intent is precious. Treat it preciously. <\/p>\n\n\n\n You don\u2019t want to send a \u201cnew product\u201d email to subscribers who\u2019ve rarely gone beyond the intent stage. <\/p>\n\n\n\n You should try other means to convert them, such as sending buying guides, customer testimonials, and \u201cTell us what you like\u201d surveys for progressive profiling. <\/p>\n\n\n\n Yes, there are all kinds of buyers. But for the moment, we\u2019re concerned with two types: low-value and high-value buyers. <\/p>\n\n\n\n Remember, this also includes high-value and low-value products. <\/p>\n\n\n\n So imagine you\u2019re a winery and you\u2019ve launched a new wine.<\/p>\n\n\n\n If your new wine is expensive, don\u2019t send that new arrival email to those who have historically bought cheaper wines from you. <\/p>\n\n\n\n Now, there could be exceptions. <\/p>\n\n\n\n If a low-value buyer has left an expensive wine in their cart, do send them a cart abandonment email<\/a> (after having analyzed their historical organic time to purchase data). <\/p>\n\n\n\n On the other hand, if a high-value subscriber has not shown any interest in your expensive new wine but has left a cheaper alternative in their cart, refrain from sending them a cart abandonment reminder. The product is not worth that much. <\/p>\n\n\n\n As you can see, you can\u2019t approach even your most loyal customers with a one-size-fits-all mindset.<\/p>\n\n\n\n Imagine you\u2019ve created a segment for browse abandonment. It includes, say, 50 subscribers who\u2019ve more or less habitually exhibited browse abandonment behavior. <\/p>\n\n\n\n Should you send the browse abandonment email to all 50 people the next time they abandon your website pages? <\/p>\n\n\n\n By now, you know you shouldn\u2019t. <\/p>\n\n\n\n If one subscriber out of the 50 explored a product category, then abandoned it, and came back in a few hours to explore another product category, you should send just one browse abandonment email, not two. <\/p>\n\n\n\n Similarly, if a subscriber browsed your page for just a few seconds, don\u2019t send them a browse abandonment email, even though they are technically abandoners and belong in the same segment. <\/p>\n\n\n\n In other words, you exclude these subscribers from the browse abandonment segment. Negative segmentation.<\/p>\n\n\n\n So you need to determine how many triggered emails<\/a> a subscriber should receive in a given period of time. <\/p>\n\n\n
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<\/a><\/li>![\"email](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2023\/01\/4.jpg\")
<\/a><\/div><\/div>\n\n\n\n1. Understand Subscriber Preferences<\/strong>
![\"\"\/](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image9-2.png\")
<\/h2>\n\n\n\n![\"incentivized](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image8-1.png\")
<\/figure><\/div>\n\n\n\n2. Pick Behavioral over Personal Data<\/strong>
![\"\"\/](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image2-10.png\")
<\/h2>\n\n\n\n3. Learn to Wait for Your Subscribers<\/strong>
![\"\"\/](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image3-10.png\")
<\/h2>\n\n\n\n4. Distinguish between Forms of Intent<\/strong>
![\"\"\/](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image7-3.png\")
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<\/figure><\/div>\n\n\n\n5. Distinguish between Types of Buyer<\/strong>
![\"\"\/](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image10-1.png\")
<\/h2>\n\n\n\n6. Choose the Right Amount of Triggers<\/strong>
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<\/a><\/div><\/div>\n\n\n\n7. Create Smart as Well as Specific Content<\/strong>
![\"icon\"\/](\"https:\/\/email.uplers.com\/blog\/wp-content\/uploads\/2024\/07\/image5-6.png\")
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