How we helped a finance brand with open & click-through rates.

A finance brand recently approached our team to run an email campaign because they were facing challenges such as low open and click-through rates.

After analyzing their email account, here are our main suggestions to revive their email marketing channel:

1. Strategic Email Segmentation: Your emails lack personal relevance due to a one-size-fits-all approach. This is a vital area to address.

Solution: Implement segmentation based on purchase history, engagement levels, browsing behavior and demographic information.

2. Personalized Content Creation: Generic content won't do the job. Your audience needs to feel that each email is personalized for them.

Solution: Develop emails specifically tailored to the different segments. This includes curated product recommendations, personalized offers, and content that aligns with their interests.

3. Subject line A/B Testing: Your current subject lines aren't doing their current job. You need to be implementing ongoing A/B subject line tests, as this is low-hanging fruit to improve your open rates.

Solution: Regularly test different subject line styles and formats to identify what resonates best with each segment. Keep track of the metrics to inform future campaigns.

4. Mobile Optimization: A significant portion of your audience reads emails on mobile devices. Neglecting this is a causing a decrease in your email engagement rates.

Solution: Ensure all emails are responsive and visually appealing on various screen sizes. Test your emails on different devices before sending them out.

- Launch a Monthly Newsletter: This should include new arrivals, style guides, and user-generated content. It's an excellent way to keep your brand in the minds of your customers.

- Seasonal Campaign Integration: Tailor your campaigns to align with holidays and seasons. This approach can significantly boost engagement and sales during key periods.

- Re-Engagement Campaigns: Specifically target subscribers who haven't interacted with your brand recently. Offer them unique incentives to rekindle their interest.