Two tips for making email campaigns more effective

Relevance is key. We all know that. Letting recipients see that what you are offering is relevant, can be challenging but it is of the utmost importance.

1. Refine your segmentation. And how do you do that?

• Base your segmentation on your client behaviour, not just demographic
  information.
• Identify an increased number of sub segments and personalise more relevant
  offers to each.
• Create different versions of your messages.
• Continually test.

2. Improve transactional messaging. Transactional emails are highly relevant and very likely to be opened and read. Therefore, they should offer the customer something, furthering his or her relationship with you. Recommend additional products or services the customer might want or need; offer a subscription to your newsletter; and send transactional messages in HTML format to reinforce your brand.