Email marketing: How to keep Australian subscribers engaged
A company’s email marketing list is one of its greatest assets. Anthony Capano, regional director for Intuit Mailchimp ANZ, offers some strategies on how to keep subscribers engaged at all times.
A company’s email marketing list is one of its greatest assets; every active subscriber represents a potential lead, sale, or brand advocate. And with an unmatched ROI of $36 to $45 for every dollar invested, it is also one of the most cost-effective owned channels.
But Australian shoppers are becoming increasingly selective about which brands they invite into their inboxes. Data from Intuit Mailchimp’s ‘Brand Trust In the Age of Information Overload’ report reveals that while a substantial portion of Australians enjoy receiving marketing emails, there’s a tipping point at six messages per week beyond which they are likely to opt out.
With this in mind, here are some effective strategies to craft relevant messages and keep Australian subscribers engaged:
Personalise for optimal engagement
When it comes to email, personalised content is the most popular, with the majority of Australians (60%) preferring this kind of communication. Tailored messages make subscribers feel valued and understood, leading to higher conversion rates and increased customer loyalty.
Start by segmenting subscribers into smaller, targeted groups based on factors like demographics, purchase history, or engagement level. Accessing data from CRM systems, website analytics, and purchase histories can provide valuable information for effective segmentation.
By utilising data collection tools and analytics platforms, you can send more relevant content to each individual, increasing engagement and reducing the likelihood of unsubscribes. From there, use A/B testing to identify the most effective messages for specific audience segments, continuously optimising your content strategy for maximum effectiveness. Your audience is telling you what they want to see; when you read the data and act on what you find, you demonstrate that you’re listening.
Prioritise subscriber autonomy
Consumers do want to hear from brands, so long as it’s on their own terms. In fact, 54% of Australian consumers appreciate thoughtful marketing initiatives like the chance to opt out of messages at sensitive times, such as Mother’s Day or Father’s Day.
Disrespecting subscriber preferences can erode brand trust and lead to higher unsubscribe rates. But giving subscribers control over their preferences, including the frequency and types of content they receive, can enhance their overall experience and satisfaction with your brand. Use analytics to process data from previous interactions, and you can better understand and anticipate subscriber preferences, tailoring your opt-out options more effectively.
Leverage AI strategically
The consumer demand for personalised content can be tough to square with additional expectations around creativity and distinction in marketing. 49% of Australian respondents say that repetitive or unimaginative messages drive them to unsubscribe, and while this stat may not be surprising, it can add to the mounting pressure on marketers to generate not just one great campaign, but multiple personalised versions – all with on-brand words and visuals and a resonant message.
The modern marketer must embrace technological advances to stay competitive, whether that means deploying generative AI to help craft optimised creative across different platforms or harnessing predictive analytics to deliver targeted recommendations at scale. And while human ingenuity is still paramount in creating effective campaigns, AI can facilitate and accelerate creative work in many ways, too. Tools exist to analyse email content and offer data-backed suggestions to increase engagement, or even generate first drafts of new campaigns with on-brand templates with your brand’s colours, fonts, and images.
Marketers who continuously experiment with these tools and other developing technologies will continue to unlock efficiency, customer insights, and competitive advantage in the years to come.
Time your communications
Tight deadlines or pressure to meet campaign schedules may lead marketers to send out emails hastily without considering the best timing. But it’s important to recognise that the time you send them can influence their effectiveness, as 44% of Australians say that the 6-9pm window is their heaviest online shopping period.
A fun fact unveiled by the research was that nearly a quarter of full-time workers (23%) also admitted to making purchases during office hours, between 3-6pm. Discover the optimal send times for your audience by analysing engagement metrics and other factors like demographics, time zones, and industry trends. Again, AI-powered tools can come into play, leveraging predictive analytics to determine the best times to send emails based on recipient behaviour and historical data.
Taking into account the data and tools you have at your disposal will help you optimise your campaigns for maximum impact and engagement—and devote your time to building stronger human connections.
Maximising the ROI of your email marketing list
Marketers must adapt and evolve alongside their customers to cultivate strong, enduring relationships that enrich both sides.
Maximising the ROI of your email marketing efforts requires that marketers maintain a high-quality subscriber list and craft compelling content. Segmenting audiences based on demographics and behaviour allows for more personalised communication, while automation ensures timely interactions through welcome emails, abandoned cart reminders, and post-purchase follow-ups. Monitoring performance metrics and updating regularly your email list can also further enhance engagement and reduce costs.
This approach aims to create a smooth and delightful shopping experience where customers feel genuinely understood and valued. As Australian consumers become more discerning about the brands they follow, prioritising these best practices will enable businesses to effectively nurture their relationships with their consumers. If they succeed in doing this, they will foster loyalty and drive sustainable business growth in a competitive market landscape.
Anthony Capano is the regional director for Intuit Mailchimp ANZ.
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