Catering To A Captive Audience - Stephanie Griffith

Now that the end has finally come for email open rate tracking with the recently rolled out updates for iOS 15 from Apple, as explained by marketing expert Stephanie Griffith in our last episode, it's time to step up your customer tracking and list curation to the next level.

High Intent Captures & The Fall Of Contests

One hacky and tired tool that email experts will be glad to see sidelined are capture contests, emails designed to result in opens by offering the chance at a prize. Without needless vanity metrics like open rates, this option for growing lists has become completely unnecessary and useless, except for the very few customers who happened to win them.

Such old school, wide-net methods are a thing of the past and will only waste your money and time chasing after consumers who just don't care enough about your brand or products.  Instead, it's time to focus on those customers who have proven brand loyalty and buying power, with just 3 simple steps.

Don't focus on the size of your lists. Quantity of responses is a vanity metric, based on years and years of tracking open rates. Let them go, they're only pointing you in the wrong direction. Stop looking at the numbers you want to have and focus on what you doRuthlessly curate your signed-up members. If someone is making you money, then why are you spending any on trying to get their attention? If you're not seeing click activity on sent emails over your store, even within under a month since their last visit, cut them out. If they're really interested in your brand, they'll return themselvesPay absolute attention to what few truly committed customers you do have, their traffic, movements, interests and the idiosyncrasies click tracking affords you, and cater to those tastes and behaviours

Give yourself a true 360 view of the behaviour of your best consumers, not just the binary "yes" or "no" of if an email was opened or not, and they will feed you shopping habit data until you're fit to burst.

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