Marketers build and optimize their email campaigns to be effective. One of the criteria of the campaign effectiveness is being able to outperform competitors. Monitoring your competitors’ email marketing strategies is a great way to measure their strengths and weaknesses and gain insight into your own. You need to be just as aware of the tactics your competitors are trying out in their campaigns to see what you could do better.
Keeping on top of your competitors’ latest posts will ensure all the email marketing elements that form your brand experience are better than those of your competitors. If you see something that doesn’t seem to be working, could the same be said of your marketing? Modern consumers may receive dozens of marketing emails every week, and it’s getting more challenging for businesses to stand out from the vast array of promotional content their audiences see every day. Adjust accordingly and determine the most effective ways to engage your customers.
Benefits of monitoring competitors’ emails
- see things from the perspective of a customer within your industry;
- gain inspiration and see best practices;
- uncover new ways to connect with customers;
- understand how your competition drives conversions;
- spot trends over time;
- spot opportunity in when to send your own emails;
- examine their marketing tactics, personalization strategies, keep tabs on their promotions;
- follow the acquisition and retention strategies in your industry
There are two types of emails: account emails and newsletters.
Account emails are usually sent for email alerts on accounts, opportunities, cases, contacts, contracts, and any custom objects that are relevant to the associated account object. The goal of such emails is to engage in the direct interaction with existing users.
Newsletters inform of company news, deals and certain notifications aimed at keeping the subscribers engaged and converting them into customers. Often such emails offer incentive proposals with trials/free offers to test the product. Here are a few of engagement tactics used in such emails:
- send a motivational nudge to inactive users;
- teach people about themselves;
- celebrate user achievements;
- send targeted recommendations;
- tap into social or industry cycles
Use-cases for email monitoring
Startups usually start from the ground and need to create their marketing strategy from scratch. By monitoring emails of their competitors they can see an optimized funnel which brings valuable insight into their own email marketing campaigns. There are a few things startups can monitor which we will discuss in the following use-cases.
Access transactional and triggered emails
- understand how your competition drives conversions;
- inspire your own marketing efforts with great copywriting, design & promotions;
- receive personalized emails from your competitors based on your email preferences and the details you provide;
- follow the acquisition and retention strategies in your industry.
Discover your competitors’ email insights
- Identify the market trends: monitor the strategies and successful campaigns;
- watch product trends: identify product offers, innovations, prices, incentives;
- boost strategy & creativity: take inspiration, find ideas and calls to action;
- gather glocal insights: evaluate how different strategies perform in different countries and languages.
Compare broadcast and targeted email messages
- learn a competitor’s segmentation strategy and get ideas for your own targeting game;
- compare your own emails against your those of your competitors’ to see what you’re doing right and what needs fixing:
– arrival date, time and frequency;
– email subject line;
– email content;
– any custom design;
– if an email was triggered;
– your initial reaction to the email.
Experience any brands’ subscriber journey.
- envision the subscriber journey from onboarding to cart abandonment to the purchase experience without having to fill up your own inbox;
- stay up to date on your competitors’ activities and understand how your activities compare to your competitors at a glance;
- analyze and compare the most important statistics for your competitors’ and followed brands.
Tips on increasing email relevance
There are a few things you can do to increase your email relevance or “attractiveness”:
- Allow subscribers to opt-out of specific types of email. Make this process as easy and intuitive as possible. Customers are more likely to stay engaged if you let them choose what they want. It is the who are in control of their email inboxes, not you.
- Honor the preferences of your recipients. Most people don’t like being sent tens of emails from one sender. Consider combining emails into one digest when possible. It is clear that annoying your customers will hardly bring any benefits to your brand.
- Send subscribers relevant and expected mail. Provide only the types of email which the user opted-in to receive. Do not embed large amounts of marketing content into newsletters or transactional mail. If you turn all of your content into an advertisement, you will again get the opposite effect than intended.
- Be clear about who the email is coming from. Be consistent in terms of the “from”, “reply-to”, and “subject” lines. Identify your brand well to make it recognizable. Send emails from white-labeled domains. Build a good reputation and make it easy for users to distinguish your messages from the others in their inbox.
- Test your email sending parameters. All the contents of your emails should be thoroughly tested. Together they represent your brand to the subscriber. Run A/B tests to compare single parts of your message to determine what resonates best. Track the results and stick to the best performing result.
- Prune your mailing lists. Filter out the unengaged and uninterested users and let them go. In truth only the engaged customers are valuable. Check user engagement regularly. Send re-engagement emails to the unengaged recipients and drop them from your mailing lists unless they respond positively.
The above techniques are designed to ensure the messages you send out are likely to get opened. If you continue to target the uninterested recipients you will negatively impact your ability to reach those who are interested. And it is good to remember that the better your content and CTAs are, the more likely users will be to click through to your site and convert to customers.
Email monitoring is an important part of your overall marketing strategy. Tracking your competitors’ emails takes some time, but it’s well worth it! These metrics can help you make better decisions with your email campaigns, which can ultimately save you time and money.