
Brand mark

Achieving optimum email performance - customer centricity 2/5

Another week, another step to take in increasing your email marketing performance. If you have that fear of missing out here is step 1 to recap where to start. 


Take a step back and think about your recipient, your customer and your subscriber. Reflect on why they signed up to receive your emails? How are you different from your competitors? Why should a recipient spend time reading your emails instead of the 185 other marketing emails that they receive every day (Radicati, 2015)?

One important thing to remember is that’s it’s all about the journey! 

I can’t stress this enough because if you don’t join a customer on their journey they’ll go somewhere else and you’ll be forgotten about. The key area here is to show your customers you know them every time they interact with you. 


A brilliant example of a brand wanting to prove they are human is with Qantas' latest innovation. Qantas have really thought about the life stages of their customers and used this as an opportunity to prove that they care. They’ve updated their frequent flyer program to allow customers to pause their membership while on parental leave. Qantas know that new parents typically fly less often, and therefore their status tends to drop when on maternity or paternity leave. Customers now get to keep their flyer status for up to 18 months. Benefits remain as they were even if they aren’t earning the number of points needed to retain their status (, 2016). 


Our customer The NEC Group have done this by progressing through their journey to a single customer view. Since implementing a new contact strategy creating new welcome purchase and post event journeys they’ve achieved 173% clicks to opens increase, 20% increase in open rate & an increase in preference completion.

The NEC Group can now go on a journey with their subscribers. This works to increase email performance because personalisation drives performance. 

Another step will follow next week so keep coming back to our website to see other changes you can make to increase your email performance. 

See how our email marketing experts can help you increase your email performance by getting in touch or contacting your Account Manager.