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Friday, 22 February 2013 10:34

Imaginative email marketing techniques promoted

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A number of handy tips have been outlined for businesses looking to make the most of their email marketing campaigns.

Ahead of its first annual '#TheDigitals' awards, econsultancy.com's David Moth has outlined different but intelligent ways in which businesses could not only snap up such industry accolades but also improve open and click-through rates.

One simple but effective method Moth advocated was to take note of the time at which users sign up to mailing lists. Whilst not universal, it's probable that if users sign up to be a mail recipient at midday, they'd be more receptive to emails which then come through at midday in the future.

Another successful technique would be to tailor content to the device on which it is being read. Whilst requiring more technological nous, using devices as a variable provides businesses with other ways of ensuring their messages are relevant to the user reading them.

Elsewhere, Moth advocated the use of purchase history in email campaigns. If email recipients are regular shoppers, retailers should already have built up a large bank of information detailing the kinds of things they buy and also the times at which they do so. This information can then be used to impact future messages, with actual items that were purchased being referenced, alongside recommendations based upon them.

In the case of a regular customer who hasn't shopped in a while, the information can be used to remind them of previous purchases and encourage more in the future.

In doing this, Moth told frenzycommerce.com, each email will not only be unique, but also "dynamically tailored at the customer level."