How LoyPal can boost email engagement

Want to drive more sales? Focus on improving email engagement first. Here’s how LoyPal can help.  

LoyPal increases click rates by an average of 1.67x

The internet is teeming with advice on how to improve email click-through rates, ranging from emojis in your subject line (🤔) to the exact number of words that the subject line should contain.

But the first step to higher email engagement rates – and therefore more sales – is personalisation. And that goes beyond just using a customer’s name.

“A communication that feels personalised and therefore relevant will achieve better engagement than one that is ‘one size fits all’,” says LoyPal co-founder Adam Simms. “LoyPal helps increase engagement by presenting customers with the right message at the right time.

In contrast, many brands don’t personalise their emails; instead of creating emails that relate to customers’ past spending behaviours, they send blanket emails to all their customers according to a generic marketing calendar.

“LoyPal’s proprietary modelling analyses a customer’s historic interaction with a brand – through a variety of data touchpoints – to define the most relevant next activity with them,” adds Simms.  

Why email matters

 As part of a suite of customer touchpoints, email remains an effective method of reaching your customer. Click-through rates (CTR) are useful as a core engagement measure.

 “Engagement is the precursor to conversion,” says Simms. “Engagement rates provide an indicator of how compelling a communication to a customer has been, or how much purchase intent the communication has created.” Put simply, CTR tells a brand how their comms are resonating with customers as well as driving conversion.

Loypal has worked with a variety of retailers to segment their customer base and then devise an email strategy for each segment, depending on their spending patterns and history, previous engagement and a host of other data-led indicators. 

“Typically, the largest increases in CTR are seen with brands where there is the existence of a standard marketing calendar, but a lack of regular customer (rather than product) segmented and targeted communications,” says Simms.

Data-led results

 Working with LoyPal, one high-profile luxury fashion retailer achieved 2x CTR by segmenting its customer base and personalising its email strategy to each segment. An online gifting business posted a similarly impressive 1.9x improvement.

On average, LoyPal increases click rates by 1.67x.

Of course, engagement rates vary greatly depending on the industry, geographic location, brand strength and more.

Communications such as birthday offers and abandoned cart typically perform better than average, regardless of segmentation, adds Simms. “The focus should therefore be improving performance based upon your own brand’s benchmark.”

If you want to learn how Loypal can increase your email CTR, we’d love to chat.