Nail Down Your Q4 Email Optimizations for Revenue Success

Are your Q4 email campaigns all set? If not, you still have time to nail down your email optimizations and drive revenue for your business. This article explores steps you can take to move the needle with your email program, including identifying your highest-value customers, building a testing campaign for Q4 success, integrating personalization and automation, and improving for 2024.

Different industries (CPG, B2C, ecommerce) may have varying ways to determine their highest-value customers. But, in the context of emails, high-value customers are those who consistently engage. Focus on those who have engaged (i.e., opened, clicked or purchased) in the last 30 to 60 days, but consider those who have engaged in the last 90 days too. Work with your clients or colleagues to determine what offers and incentives they’d like to offer that will keep them profitable. Always use a “control” option you know to be effective, then test more- and less-aggressive offers to see what works best in the big picture.

You can also use your ESP’s send time optimization tools (e.g., Smart Send Time in Klaviyo or Einstein STO in Salesforce) to tailor the send time to each user’s engagement pattern. Test your email copy and product features, and use personalization based on customer behaviors and preferences. Additionally, automate your emails with abandon cart, browse abandonment, a welcome series and post-purchase emails. Start planning in January to really nail Q4, and get your audiences in really good shape by Q2 for the best results.

Small changes can have a big ripple effect when buying interest is highest. If you haven’t already, identify your highest-value customers, and start building and testing campaigns now. Use offers and incentives, send time optimization, email copy and product features to tailor the communication to each segment and open doors for testing various email elements. Integrate personalization and automation with abandon cart, browse abandonment, a welcome series and post-purchase emails for the best results. Start planning in January to really nail Q4, and get your audiences in really good shape by Q2 for the best results.

Originally reported by Martech: https://martech.org/how-to-approach-your-highest-value-customers-with-q4-email-planning/
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