The document provides 7 steps to build and maintain lasting customer relationships through email marketing: 1) Define goals and metrics, 2) Focus on understanding your audience, 3) Send targeted content relevant to different audience segments, 4) Consider when and how to send emails, 5) Use the right technology, 6) Enrich customer data through integrations, 7) Measure performance and iterate based on results. Examples from companies like Chandon, HuffPost, and Flight Centre are given that demonstrate how applying these steps has led to increased customer engagement, email opens, and click-through rates.

1. Allison Wahl, Director of Customer Success
7 steps to build (and keep) lasting
relationships through email

3. Your customers are bombarded with
more marketing messages than ever.
Create a lasting impression.

4. Make an effort.
If you’re not talking to your customers by
name, about something relevant to them, when
they’re interested in hearing about it, they’re
tuning you out.

5. Make an effort.
If you’re not talking to your customers by
name, about something relevant to them, when
they’re interested in hearing about it, they’re
tuning you out.

7. This demand is causing a shift in marketing.

8. Why? To focus on quality and
create long lasting relationships.
Make your customers feel special.

10. Where do you begin?

11. 1
Define the goal & metrics
Make sure you have a clear understanding of:
● What channels are you going to focus on?
● How each channel ties to revenue?
● Are you aligned with your stakeholders or partners?
● What does success look like?
● How are you measuring your progress along the way?

12. INCREASE IN REVENUE FROM
SEGMENTED EMAIL LISTS
Source: Customer Insight Group
760%
2
Focus on your audience
It’s not about the quantity of prospects, but the
quality of them and what you know about them.
Capture as much data as you can about your
target audience.
Segment your audience based on the data you are
already capturing.

13. 3
Send targeted content
Make use of your customer data to inform the types
of content to send to different groups of people.
With marketing 1 size does NOT fit all.
Harness customer data to send targeted
content for higher engagement.
INTERNET EXPECTS PERSONALIZED
DIGITAL CONTENT
Source: VentureBeat
77%

14. Chandon leverages customer profiles
that target their tastes.
Through leveraging advanced segmentation and
customer analysis, Chandon is able to deliver targeted
and timely messages tailored directly to club and non-
club members alike to drive more Champagne sales and
elevate bonds to their bubbly brand.
CUSTOMER SUCCESS
FORMER CLUB MEMBERS
ENGAGE WITH EMAIL40%
EMAIL SUBSCRIBERS
HAVE PURCHASED1/4

15. 4
OF EMAIL OPENS OCCURS IN THE FIRST HOUR OF
DELIVERY, DROPPING BY HALF IN THE SECOND HOUR.23%
Be thoughtful about
when and how you send.
● Not just right message, but is it “at the right time” and “in
the right way”?
● Look at your data to optimize “when” you send for
maximum engagement.
● Analyze “how” your audience consumes your emails and
cater accordingly.
http://www.superoffice.com/blog/email-open-rates/

16. HuffPost delivers The Morning Email in
the right time zone, on the right device.
By sending in each subscriber’s time zone and ensuring
responsive email design, HuffPost knows The Morning
Email will reach their audience in a manner best served
with their morning cup ‘o joe or enjoyed in commute.
CUSTOMER SUCCESS
CTOR20+%
Morning Emails delivered each month20M

17. Get the right tech in place
Choose the technology stack to fit your strategy
→ the marketer is in control, not your IT team.
Democratize customer data and put it in the hands
of the marketer.
Choose providers that make your life simple so
you can focus on the relationships you’re building.
5
MARKETERS CONSIDER
PERSONALIZATION A CHALLENGE
Source: AdWeek
36%

18. 6
OF PEOPLE WILL UNSUBSCRIBE FROM AN EMAIL
LIST BECAUSE THE INFORMATION ISN’T RELEVANT56%
Enrich your customer
data with integrations.
● Map out all the places you collect customer data
● Brainstorm data types to tailor your 1:1 messages:
demographic, website behavior, purchase history, etc.
● How can you use APIs, pre-built integrations to consolidate
this data to leverage in emails?
https://www.emailonacid.com/blog/article/email-marketing/what-techniques-make-your-email-campaign-relevant

19. 7
ROI FROM EMAIL MARKETING
4400%
Measure, optimize, and iterate.
● Email marketing is not a set it and forget it strategy, but
needs constant monitoring.
● Track the results of your emails to make sure they are
delivering the desired outcomes and if not, iterate.
● Analyze performance at the campaign level, holistically,
and in comparison to your other marketing channels.
https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/

20. Flight Centre automates email offers
based on customer behavior.
Flight Centre brings in data from their email, social
properties, and back end systems
From that data, Flight Centre creates highly targeted
segments based on customer interests, behavior, and
engagement with their marketing properties
Based on those segments, Flight Centre triggers
automated customer journeys with personalized
vacation offers to incent higher bookings.
CUSTOMER SUCCESS
INCREASE IN CLICK-THROUGH RATES
SINCE IMPLEMENTING SEGMENTATION57%

21. 1:1 relationships are more important than ever.
● Create a plan
● Know your audience
● Speak your their language
● Optimize your delivery
● Choose technology that enables you
● Enrich your data with integrations
● Measure, iterate, adjust, improve.
DON’T FORGET

23. Get started for free at
campaignmonitor.com