We’ve all been hearing for years that we need to stop batching and blasting our emails. Yet, we know we don’t. Sending a message to every subscriber on our list is our comfort zone — it delivers revenue, no matter what. So let’s make 2016 the year that we acknowledge that it’s hard to give up on batch-and-blast and resolve instead to move away gradually by experimenting with segmented and personalized campaigns. Here are six ways to move away from spraying that whole list:
1. Take Baby Steps
Intersperse bulk sends with segments. The e-Commerce Marketing Manager for fashion retailer Johnny Was didn’t try to convince the marketing team to give up batch-and-blast all together. Instead, she crafted re-engagement messages for customers that had not been responding, then added a cart abandonment messaging program and transactional messages with suggestions on accessories. “We’re working hard to evolve our email strategy from the 'batch and blast' philosophy to a more customer-centric approach, with more triggered messages, personalized content and segmented targeting,” says Frederique Meijer.