Whoa! You opened this email or clicked a link to read something I wrote. Fascinating. Why? What are you expecting now? Education, entertainment, sarcasm? Wait, you’re still reading? Wow. Thank you, let’s see if I can keep your attention.

Still reading? Cool.

My point here is that it is incredibly difficult to garner someone’s attention. Walk down any street and you’ll notice the masses of people buried in their phones, ignoring the world around them. What are they doing? What are they reading? Something important I’m sure because I just watched someone almost walk directly into traffic.

Create content that resonates.

How would you feel if you received an email with an “introductory special offer” when you have been a loyal customer for years? That’s not a great customer experience.

Send me an offer that actually means something to me.

If I’m a loyal customer you need to continue to provide reassurances that I should continue to do business with you. Missing the mark and sending me an email that isn’t relevant is an effective way to remind me that I spend money with you and maybe I shouldn’t.

How many people unsubscribe from your emails or services after you send out a campaign?

Segmenting your messaging to specific audiences is what it’s all about. You can do this with email and digital marketing, with a small caveat that you’ll need to be using some relatively modern tools.

Let’s dive into email. Broadly speaking you should have a few segments today:

1. Generic email list

A random collection of emails you’ve collected from your website, promos, or in person. Most of these people have not purchased from you online.

2. Active customers list

This list is your bread and butter. You need be careful when emailing/targeting this list and we recommend segmenting within this list whenever possible.

3. VIPs

Normally not a huge list, but these people are your brand ambassadors or high spenders (high LTVs). White glove treatment required. No spammy.

Whenever you decide to email a list your content needs to be easy to understand, impactful and relevant. Think about how many emails you get and try and pay attention to the ones that you actually engage with. Learn from the emails that you love to engage with, dig into why: is it the layout, the content, the pretty pictures, the coupons?

Lets dig into an example.

We send out an email to our customers every month when their package is ready to be shipped. We include their tracking number in this email. We know that our customers value this email and the majority of people click on the tracking number. In the email we add a couple secondary and tertiary calls to action such as promotions or general information. Engagement is always high. Here’s a recent example directly from our Mailchimp report:

We’ve tuned this email campaign over time and on average get over a 50% open rate and over 15% click rate. As a quick industry comparison the average open rate is 23.12% and average click rate is 2.69%. If you are letting your shipping courier send out emails on your behalf you’re missing an easy opportunity to engage with your customers.

It’s worth the effort.

The thing I’m always harping on to our team and our clients is that you need to dig into the analytics. Always be checking your analytics on every platform you use. Most email platforms provide a wealth of information and tools, including the ability to tune the timing of delivery, a/b testing and many other features. You don’t have to get crazy and play with tonnes of features, because ultimately you need to be consistent with your messaging, stay relevant and provide value. Keep testing until you find the formula that suits your audience, figure out what works and what doesn’t.

Create content that people care enough to digest. If they interact with it, bonus.