Are you looking to enhance your email marketing strategy? The best place to begin is with your competition.
Monitoring successful competitors can help brands generate new ideas for their email marketing strategy. Practical Ecommerce offers advice on how to benefit from the experiences of other brands in your niche.
- Recognize the triggers
- Have a creative subject line
- Keep an eye on the frequency
Recognize the triggers
Is an automated welcome series included in their onboarding process for new subscribers or customers? Additionally, are there any other events that trigger messages on their site, such as abandoned carts? Armando Roggio, a writer, suggests subscribing with multiple addresses and browsers to see the various campaigns being tested.
Have a creative subject line
What types of subject lines or email copy do your competitors use in their messaging? Consider maintaining a spreadsheet to track the creative approaches that competitors in your space are experimenting with and to identify any patterns, Roggio writes. For instance, are subject lines with numbers popular? Are they endearing and clever, or direct and to the point?
Keep an eye on the frequency
At what times of day or week do you receive the most email in your product category? Are competitors sending out daily, weekly, or monthly newsletters? Their output may be much more frequent than that of your own brand.
Accolade Wines, the parent company of Banrock, increased its email frequency after streamlining its email communication processes, implementing standardized templates and integrating its database system.
“We can provide more relevant content based on their preferences and purchase history,” Amy Goodsell, brand manager of Accolade, told CMO Australia.
According to her, the more personalized email marketing strategy resulted in a 15% increase in gross sales. “The wine market as a whole is soft at the moment, and we have maintained our course, so this is a very positive sign.”