Creating Promotional Emails That Actually Drive User Action
Customers desire better promotions. Your generic offer—that only satisfies half their needs—isn’t compelling enough. That’s a daunting hurdle to overcome as a SaaS business. You have a diverse group of users with varying needs, from the solopreneur to the Fortune 500 enterprise. You need a robust solution that can send customized promotional emails. Then, your tailored 15% product discounts won’t get skipped over in users’ inboxes. Dynamic segmentation is the tool you’re so anxiously seeking. It helps you deliver promotional emails that adjust to your users’ behaviors. You can send unique offers to relevant audiences to earn higher conversions. By investing in dynamic segmentation, customers receive a suitable deal, and your SaaS team moves another valued user down the sales funnel.
Agorapulse implements a similar strategy. Customers sticking with the platform for 3 months receive a 25% off coupon on their next month’s subscription (if they leave a review).
Dynamic segmentation opens the door to personalizing the customer experience. Subscribers will be more inclined to pay attention to your offer and click the link.
Aligning your customers’ characteristics and habits with your promotions is key to ensuring you don’t send a promotional email too soon or too late. The perfect timing will drive users to action.
Target Relevant CustomersNowadays, customers place high expectations on brand promotions. They understand that companies are competing for their hard-earned cash. Nearly 80% of consumers switch brands because of an attractive promotion. For your team, this realization can be quite surprising (or maybe even intimidating). How can you fairly spar with your competitor when the customer holds all the power? Well, you possess a competitive advantage—dynamic segmentation. Currently, some marketers use static segments that group subscribers by a single trait, like Facebook leads or webinar registrants. So everyone tied to the list receives the same promotional email, despite their unique needs and interests. But with dynamic segmentation, you can send relevant messages that match your SaaS users’ specific attributes and behaviors. This personalization ensures that your target audience receives promotional emails tailored to them, not everyone on your mailing list. Bryan Johnston, a contributing writer at Spokal, agrees:
Lists created with dynamic segmentation can be used for marketing purposes, lead nurturing, and retention. And it requires no extra input from your prospects or customers, adapting with them over time as their behaviour and interests change.Segments will vary based on your promotion. Some of your deals may benefit trial users who signed up within the last month. Or your team could focus on loyal fans who’ve enrolled in your yearly subscription plan twice. With Customer.io, your team can replicate this technique right now. Create segments from a combination of attributes, actions, events, frequency, and times. Here’s a segment targeting trial users in Germany who haven’t accessed their accounts in the past 15 days.