Are you ready to put a major franchise’s rockstar email strategy to work in your own company or organization?
We spoke with Sam Dresser, the Senior Director of Information Strategy for music school School of Rock, about their impressive and effective email strategy. Here are four of their main strategies to learn from, be inspired by, and maybe even implement within your own email marketing.
Segment your customers into groups
When it comes to email marketing, pertinent information is key. It’s why segmenting your customers into groups allows you to better personalize your customer experience.
Dresser says he divides School of Rock customers into two categories of customers and non-customers. Depending on your company, you may segment your audience into different groups than Dresser describes. But the idea is this—collect data from each audience group and be sure to segment accordingly.
One great tool for customer segmentation is Venga, a platform that has partnered up with Emma to enhance customer experiences using gathered data. You can use Venga in many different industries. You’re also able to ask your customers questions in order to tailor their experience with your company and let them know your company has noticed their activity with your company, or lack thereof.
The data is useful for your company’s email list. It will help you send correct information and offers based on your customer’s total experience with your company. Customer segmentation systems will constantly add data to your customer database. So, your segmented groups will continue to be defined as time goes by.
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Integrate uniform templates that fit your brand
The second rockstar email strategy that Dresser suggests is to create uniform templates that complement your brand.
Pre-made templates are a dream for email strategists who don’t want to (or have the time to) make their own templates from scratch for every send. It makes email campaigning more straightforward, too.
Use templates for your email campaigns, invoices, payment pages, and customer feedback pages. Make sure to include your logo and keep your font styles consistent. By doing this, your customers will recognize you for more than your services. Uniformity, in this case, is key to proper brand awareness and professionalism.
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Utilize email marketing tools to boost your email strategy
Email marketing tools are essential if you want to up your strategy game and deliver email content that your customers will appreciate.
Marketing calendars are one of the handiest features in many email marketing tools. After segmenting your customers into their prospective groups and gathering all the pertinent customer information, you can begin to use email scheduling tools to schedule, edit, and begin to automate your emails.
Additionally, automation features like email scheduling take the stress out of hitting the “send” button every time you wish to send an email or bill to your customers. You can use the same emails, billing systems, and membership information again and again, as long as you update them every so often.
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Hungry for more email marketing strategy tips? Check out this blog post on 10 email marketing hacks that can save your company time and money.
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