SAP Emarsys Customer Engagement Best Practices

Objectives

After completing this lesson, you will be able to:

  • Improve your customer engagement campaigns and programs.

SAP Emarsys Customer Engagement Best Practices

Data Management & User Interaction:

  • Keep your data clean and prevent future issues by identifying the oldest, least active, invalid, and non-existent contacts and removing them from your systems.
  • Emarsys automatically excludes the hard bounces to help you avoid further deliverability issues. For this, you can configure bounce management rules.

Email Engagement:

  • Be customer-centric and react to customers' needs. Create relevant and engaging content. For example, implement a countdown to show the last day you can still get the product delivered before Christmas.
  • Ask for feedback from your customers. For example, with a post-purchase feedback request program, you can identify your promoters and detractors to measure satisfaction and drive repeat purchases.
  • Be innovative and unique to attract and engage contacts. For example, use gamification or create your special event, like "Green Wednesday."

Email Marketing Strategy:

  • Send to contacts that gave their permission.
  • Use different content depending on the contact's lifecycle stage. For example, send email content aligned to your blog and social media content to your inactive contacts to give them a reason to open and click through to your website.
  • Send emails to inactive contacts less often than active ones to balance the total monthly email volume.
  • Make your newsletter sign-up and unsubscribe processes transparent and inform your contacts what kind of content they will receive and why.
  • Ask your subscribers for their preferences on the content they would like to receive and their preferred newsletter frequency.

Content Management:

  • Ensure the sender is easily recognized as your brand by using the subdomain of your website domain as your sender. Use separate subdomains for different email streams, such as marketing and transactional emails.
  • Make the subject line clear and reflect the purpose of the email; you only have 50-70 characters. But keep your subject lines close to 50 characters to make the recipient want to open it.
  • Avoid using sensationalist phrases that could push your mail into a recipient's spam email folder. For example, instead of "Free Delivery, Buy Now!" use "Want rock star service?".
  • Use personalization to increase the engagement rate, including a customer’s name or other personal data, such as location or interests.
  • Design the main body content for the email's purpose and make it concise. The email should create interest through clear sections, bullet points, and images and draw attention to your Calls to Action.
  • Make your footer customer-centric to help recipients resolve issues, unsubscribe, and change communication preferences. This is important, because the footer is where recipients go when there is a problem.

Automations:

  • Use combined segments instead of consecutive ones.
  • Make sure your programs are simple enough. Split them using the "Entry from another Program" node.

Analytics:

  • Use click rates, conversions, and revenue attributed to email campaigns or website visits as your main KPIs for your email marketing.
  • Check email reporting pages regularly to see their performance and spot issues, such as high complaints and unsubscribe rates.
  • Check deliverability reporting to see if you have unusually high/low metrics, such as a high bounce rate on a specific domain.
  • Rebuild the sender's reputation if you are experiencing bounces, blocks, or loss of inbox placement (spam folder). Temporarily send emails only to new and active contacts in separate campaigns to show new data's bounce and response rates. New data should have low bounces and very high response rates.

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