Today’s marketers have a whole landscape of opportunities to reach their customers: SEO, blogs, social media, digital advertising, not to mention what you can do offline. But all these modern digital marketing channels shouldn’t distract you from the good old email.
Content delivered to your target’s digital doorstep is much more likely to actually be seen than, for example, a social media post. After all, there are still more active email users (3.9 billion) than social media users worldwide (3.5 billion). And what’s more, email brings more engagement than social – the average email open rate across industries is around 23%, while the overall engagement on Facebook, Twitter and Instagram combined is only 0.58%.
But if your emails are not being opened and your customers and prospects are not clicking through to your website, you’re likely falling short of achieving your campaigns’ conversion goals. So how to improve your campaigns’ performance? Check five Adobe tools and best practices that will help you improve your email campaigns and ensure you’re sending emails that really click with your target audiences.
Marketing ecosystems like Adobe Experience Cloud make personalization straight forward with out-of-the-box tools, such as the features in Adobe Campaign. But to truly send personalized emails, you need to refine your audience segmentation. With micro-targetting, you break up your total audience in segments as small as possible and interested in very specific niches.
By catering your email content to each grouped niche, you increase the chance of your email being opened, decrease spam rates and unsubscribes, as less emails will be sent out. This ensures they will contain exactly what the group is interested in, because it will be tailored for their specific interests.
To implement micro-targeting, you need to setup a system to score certain visitor actions on your digital channels. By taking into account these scores, you’ll only send out emails regarding a specific topic if the recipient has a score above a certain threshold for content related to that topic. How to set up this system? Keep reading the next steps.
Adobe Experience Manager (AEM) is the web content and asset management tool of the Adobe Experience Cloud. When setting up a lead score system in AEM, you have to first identify the main categories of your website. These selected categories will be the “buckets” wherein scores can be added. Every action taken by a visitor will be identified within these buckets and will generate a specific number of points. Examples of actions include button clicks, page views, image views or form submits.
Adobe Launch connects the various tools in Adobe Experience Cloud and makes it possible to centrally manage the tags that each tool needs to track and perform actions on website, email and other digital channels. For this specific use case we use it to setup rules for every defined action in the previous step and award the points associated with them. This data, together with the category it belongs to will be send by Adobe Launch to Adobe Analytics.
Adobe Analytics enables you to get deep insights into the behavior of your audience. It incorporates a large set of reports, visuals, machine learning and automation to link all data of your Adobe Experience Cloud tools together and draw some interesting conclusions. In our lead scoring setup, we use Analytics to aggregate scores given on various platforms such as the website, mobile device apps or emails, and send it to a data feed that can be used by other solutions.
In Adobe Campaign, the marketing automation tool of Adobe Experience Cloud, you can import the data feed from Adobe Analytics and store the lead scoring results in a dedicated table. This table is used in following marketing campaigns to target specific segments of recipients that are most eligible to open emails about certain categories (whose score is above your previously defined threshold).
After implementing lead scoring features at our customers, we’ve been able to achieve an increase of up to 60% on their email campaign open rates (well above industry averages, which vary between 15% and 30%). This number heavily depends on the level of micro-targeting explained earlier, but the rule of thumb is, the smaller the segments, the better the open rates!
Simon De Schutter is Digital Experience Consultant at Amplexor, based in Belgium. Having joined the team in 2013 as a WCM Consultant, Simon now specializes in multiple Adobe Experience Cloud solutions. As a certified AEM 6.0 developer, he's passionate about building innovative components with a high usability that are loved by users.