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Welcome to Marketing Personalisation 201: Lessons from Luxury Brands!

But why are we looking to luxury for lessons in marketing personalisation? Because for these high-end brands, personalisation isn’t an afterthought; it’s the very foundation of their existence.

And lucky for us, their secrets aren’t locked away in gilded vaults.

In this crash course, we’ll explore how luxury brands weave personalisation into the fabric of their customer experience, creating connections that go beyond just a sale.

Get ready to take notes—these high-end lessons will have your customers feeling like royalty, without the royal price tag!

What is Personalised Marketing?

Personalised marketing has come a long way from adding “Dear [First Name]” to an email campaign and calling it a day.

Nowadays, personalised marketing refers to the shift from the one-size-fits-all approach of the past to a strategy that acknowledges each customer’s unique needs, preferences, and behaviours. This said shift has been driven by technology and a fundamental change in consumer expectations.

Customers want to be seen, not just sold to.

And now, with access to simple yet sophisticated data collection methods, brands get to gain insights into customer preferences, which, in turn, help tailor all marketing communications. Think targeted social media ads, personalised emails, or product recommendations based on past purchases.

Luxury brands have long been the masters of personalisation. From remembering a client’s preferred beverage to crafting bespoke experiences, everything is done to make each customer feel special.

Cause in luxury marketing, personalisation isn’t just a strategy; it’s an experience. 

An Overview of Luxury Brands’ Expertise in Personalisation

Luxury brands have mastered the art of personalisation, elevating it beyond mere marketing tactics.

These brands understand that personalisation isn’t just about offering choices. It’s about exceeding expectations by anticipating desires and crafting experiences that feel intimate and special. 

This focus on detail and human connection allows them to build lasting relationships with their customers, solidifying their position in the hearts (and wardrobes) of luxury aficionados.

Here’s a glimpse into their playbook:

The Art of Bespoke

Think bespoke tailoring from brands like Armani, where you choose every detail from fabric to buttons, or Hermès’ Birkin “program”, where obtaining your dream bag can take years.

This level of personalisation imbues the product with a special significance, a one-of-a-kind treasure that reflects your individuality.

Exclusive Experiences

Luxury stores are more than just retail spaces; they’re personalised havens. Think private shopping consultations where a knowledgeable salesperson guides you through a curated selection based on your preferences.

Tiffany & Co., for example, offers engraving services to personalise your jewellery, adding a sentimental touch beyond the physical object.

Cartier “Tank Louis Cartier Watch” product detail page (PDP) shows an option for engraving the product.
Image source: Cartier

Heritage and Craftsmanship

Luxury brands leverage their rich history and meticulous craftsmanship to create personalised experiences.

Imagine receiving a handwritten note from a jeweller like Tiffany & Co. detailing the provenance of the gemstone chosen for your custom necklace. This attention to detail and appreciation for heritage adds an emotional layer to personalisation, making it truly special.

The Power of Exclusivity in Luxury Marketing

The desire for something rare and unobtainable is deeply ingrained in human psychology.  We often value things more because they are not readily available to everyone. This fuels the allure of luxury brands, creating an association with prestige, success, and a sense of belonging.

So, how do luxury brands maintain this air of exclusivity? Let’s take a look at some of the luxury marketing strategies that create this sense of mystique:

Luxury brands masterfully walk the tightrope between personalisation and exclusivity.  They personalise experiences without sacrificing the aura of being part of a privileged few. This creates a powerful emotional connection with customers, fostering brand loyalty that transcends mere transactions.

At its core, luxury marketing is about belonging and being seen and valued as an individual within a discerning group.

5 Personalisation Lessons from Luxury Marketing for Other Industries 

Luxury brands aren’t just masters of indulgence; they’re experts in building lasting customer relationships. Here are five key lessons you can adapt for your own business, regardless of industry:

1. Anticipate Needs with Data

Luxury brands excel at anticipating customer desires, ensuring their services are received at just the right time—never too late nor early.

Because they know their customers personally, these brands know their customers’ shopping habits and frequencies and understand their preferences.

For non-luxury brands, this translates to utilising customer relationship management (CRM) systems and real-time website analytics. Analyse purchase history and browsing behaviour to recommend relevant products or services.

Think of a travel company recommending personalised vacation packages based on previous trips or a music streaming service creating curated playlists based on listening habits.

2. Craft Memorable Moments

Luxury experiences go beyond the product itself. Imagine receiving a handwritten birthday card with a special discount or a surprise upgrade on your flight.

Non-luxury brands can create memorable moments through personalised birthday emails with exclusive offers or loyalty program rewards that unlock unique experiences.

Think about how you can inject a touch of surprise and delight into your customer interactions. For example, a fitness centre could offer a complimentary personal training session for a member’s birthday, or a restaurant could offer a personalised anniversary dessert for the occasion.

3. Leverage User-Generated Content (UGC) and Social Proof

Luxury brands often leverage the power of celebrity endorsements. Take inspiration from this form of social proof marketing by encouraging user-generated content.

Non-luxury brands can leverage UGC by incorporating customer reviews, photos, or testimonials into their website, social media or newsletters.

Run contests encouraging customers to share photos or videos using your products or services. Not only does this create a sense of community, but it also provides valuable insights into how customers perceive your brand.

4. Prioritise a Seamless Customer Journey

Luxury service is all about anticipating and fulfilling customer needs.

For non-luxury brands, this translates to offering a smooth and consistent experience across all channels. Ensure a user-friendly website, responsive customer service, and a streamlined checkout process. Invest in omnichannel marketing, delivering personalised messages across different platforms based on customer behaviour.

5. Transparency, Transparency, Transparency

It is of no matter whether you are a luxury brand or not. Prioritising transparency in data collection is a necessity for all businesses. These principles apply to all:

What Luxury Brands Can Teach Us About Marketing Personalisation

Luxury brands have revolutionised personalisation, weaving it seamlessly into the very fabric of their customer experience. They’ve consistently demonstrated that personalisation isn’t just about offering discounts; it’s about creating meaningful connections and exceeding customer expectations.

While challenges like data privacy and implementation costs exist, transparency and focusing on the customer’s benefit can help navigate them. Embrace personalisation not just as a marketing tool but as a way to build genuine connections and cultivate brand loyalty that endures.

Start your personalisation journey today and craft a unique experience that sets you apart in the ever-evolving marketing landscape!

Ahh, the subject line…

The first impression, the battle cry that cuts through the noise and determines whether your message gets heard or deleted in a ruthless swipe…

While some might find the art of email subject lines elusive and challenging, you should know that you have nothing to be afraid of—as long as you A/B test.

This guide will equip you with 12 powerful A/B testing strategies to optimise your subject lines, along with crucial tips to ensure your tests deliver valuable insights. So buckle up and get ready to craft subject lines that turn email marketing from a guessing game into a guaranteed win!

Why You Need to Run Subject Line Tests

Ever heard the saying, “You never get a second chance to make a first impression”?

The same goes for email subject lines. An email’s subject line is the first impression that convinces subscribers to open your message. In fact, 64% of email recipients open emails based on the subject lines alone.

That’s why A/B testing your subject lines is crucial. A/B testing involves sending two different versions of your email to similar groups of subscribers and seeing which one improves certain email marketing metrics like opens, clicks, or conversions.

Here’s how subject line testing can boost your email marketing:

12 Ways You Can Test Email Subject Lines

Crafting the perfect email subject line is an art and a science. To truly understand what resonates with your audience, A/B testing is crucial.

Here, we explore 12 creative ways to test your subject lines, categorised into three key areas: Personalisation, Content, and Structure. Let’s dive right in!

12 different ways you can do subject line testing, categorised into three areas: Personalisation, Content, and Structure.
Image source: Segmentify

Personalisation Testing

Let’s delve into the world of personalisation testing! Here, we’ll explore two methods to see if tailoring your subject line to specific subscribers yields better results:

1. First Name vs. No Name: Personalisation is a powerful tool in email marketing, but is a first name in the subject line always the best approach? Split testing “Hi [Name], Unlock the Secrets of A/B Testing!” vs. “How to Craft Winning Email Subject Lines with A/B Testing” will let you uncover if this type of email personalisation works on your subscribers.

2. Previous Behaviour vs. No Previous Behaviour: Segmentation based on past actions and tailoring subject lines based on this can significantly impact engagement. Subject lines that speak directly to a subscriber’s past behaviour or interests can feel more relevant and, hence, lead to higher open rates. More generic subject lines, on the other hand, might be suitable for initial outreach or reaching a broader audience segment.

Content Testing

Now, let’s shift gears and focus on the content itself within your subject line. Here, we’ll explore several A/B testing ideas to see which elements resonate most with your subscribers:

3. From [Name] vs. From [Company Name]: Who should your emails be “from”? Experiment with the sender name, considering the audience type. In B2B communication, a specific contact name (e.g., Sarah at [Company Name]) can feel more approachable. For B2C audiences, your company name itself (e.g., From [Company Name]) might be more familiar and trustworthy.

4. Benefit vs. Feature: Subject lines highlighting the “why” can be more impactful than simply stating the “what”, but there’s only one way to find out. Benefit-driven subject lines focus on the positive outcome subscribers gain from opening the email (e.g., “Unlock Higher Click Rates with Our New Email Design Tools ”). Feature-focused lines highlight a specific aspect or functionality the email content offers (e.g., “New Email Design Tools Available Now!”).

5. Clever vs. Clear: Clever subject lines can grab attention in crowded inboxes but might not always convey the email’s value. So, should your subject lines be witty and attention-grabbing (“Subject Line A/B Testing: From Bland to Grand”) or clear and informative (“Boost Opens: Master Subject Line A/B Testing”)? You know what to do to find this out!

6. Urgency! vs. No Urgency: Urgency can trigger FOMO (fear of missing out), potentially leading to higher open rates for time-sensitive offers or valuable information. However, you don’t always need urgency (Ever heard of the boy who cried wolf?). Test “Last Chance! A/B Testing Secrets Revealed” vs. “The Ultimate Guide to A/B Testing Email Subject Lines” to see if you need to emphasise urgency.

7. CTA vs. No CTA: Should your subject line explicitly tell subscribers what to do next? A/B testing “CTA vs. No CTA” helps determine if a clear call to action (CTA) influences open rates. No CTA builds intrigue but might not be as action-oriented (e.g., “Download Your Free A/B Testing Guide Now” vs. “A/B Testing: The Secret Weapon for Higher Email Engagement”)

Structure Testing

Beyond personalisation and content, the structure of your subject line also plays a crucial role in grabbing attention. Let’s explore A/B testing ideas that focus on how you present your message:

8. Long Subject Line vs. Short Subject: Long lines offer more context, but short lines ensure mobile visibility. Since mobile dominates as the preferred reading environment with 44.7% and has limited screen space, testing the subject line lengths can make huge differences in email open rates.

9. Question? vs. Statement: Well-crafted questions can pique interest and encourage engagement. A/B testing “How to Split Test Email Subject Lines” vs. “Struggling with Email Marketing? How to Split Test for Success” can reveal if curiosity translates to opens.

10. Emojis 🤪 vs. No Emojis: Emojis can add a touch of personality and fun to your email subject lines, but are they always the right choice? This would depend on your audience’s psyche, devices, and overall context. Since their overuse can appear unprofessional, do split tests to understand your audience’s reaction.

11. Sentence case vs. Title Case: Even a minor detail like subject line capitalisation can affect open rates. Using the sentence case creates a casual, conversational tone, while the title case feels more formal and authoritative. By monitoring “How to A/B test email subject lines” vs. “How to A/B Test Email Subject Lines”, you can determine which capitalisation resonates with your audience.

12. Capitalisation vs. no capitalisation: While it might seem unconventional, ditching capitalisation altogether can yield interesting results. Yes, no caps feels informal but you can’t deny that it does stand out in an inbox. Try A/B testing “Time to Learn How to A/B Test Subject Lines!” vs “time to learn how to a/b test subject lines”, especially if your audience is on the younger side.

Email Subject Line A/B Testing Best Practices

Here’s how to ensure your subject line A/B tests deliver clear results and optimise your email marketing:

Subject Line Testing is An Ongoing Process

Don’t feel overwhelmed by the 12 A/B testing ideas presented here.

Start with a few that align with your audience and campaign goals. As you gather data and witness the power of these tests, you can gradually explore additional strategies.

Subject line optimisation is a continuous journey, not a one-time fix. By embracing A/B testing and iterating based on results, you’ll refine your subject lines into captivating first impressions that unlock inbox dominance and propel your email marketing to new heights.

So, buckle up, experiment, and enjoy the ride!

Much like courting, email marketing thrives on the delicate balance between rhythm and tempo.

Send too many love letters, you overwhelm your lover. Send to few, you appear distant and disinterested.

Striking the right balance, finding your ideal email marketing frequency, is crucial for fostering strong customer relationships and driving results. So, this article will explore how to find your ideal email frequency to maximise customer engagement and avoid the pitfalls of both extremes!

Key Takeaways

Avoiding Email Fatigue: The Art of Balance

Sending emails too frequently can lead to email fatigue, a state where subscribers are overwhelmed and less receptive to your messages. Email fatigue can manifest in:

Here’s how to easily avoid email fatigue:

Read more about the new email sender requirements by Yahoo and Gmail here.

Finding the Ideal Email Marketing Frequency: Key Strategies

1. Understand Your Marketing Goals

You’re sending those email campaigns to get your subscribers to take action. Decide what that action is before you begin.

Are you just letting them know their favourite shampoo is back in stock so you can drive sales? Or do you want to drive traffic to your blog? Knowing what you want to achieve will influence your frequency.

2. Understand Your Target Audience and the Customer Lifecycle

Before crafting your email strategy, remember: It’s not about you; it’s about them. Understanding your target audience and their specific needs is crucial for crafting relevant and engaging emails.

Always consider factors like demographics and industry. Age, income, and location can influence how often individuals prefer to receive emails. And different industries have established different norms for email marketing frequency.

But perhaps most importantly, consider tailoring your email frequency based on the customer’s lifecycle stage.

The customer lifecycle is divided into three stages: Awareness, Consideration, and Decision.

And here’s the kicker: You can’t hit folks in all three stages with one-size-fits-all messages using the same frequency. People in the awareness stage might appreciate more frequent updates, while those in the decision stage might prefer targeted, personalised emails.

Welcome emails and purchase confirmations might be more frequent, while post-purchase follow-ups or educational content can be sent at a slower pace.

3. Analyse Industry Benchmarks

While industry averages can offer a starting point, remember that your audience is unique. Don’t let averages dictate your strategy; focus on your specific goals and audience preferences.

4. Leverage Email Analytics

Be vigilant about monitoring email marketing KPIs like open rates, click-through rates, conversion rates, and unsubscribe rates to understand how your audience interacts with your emails at different frequencies. Look for trends over time to identify which frequency generates the highest engagement without causing email fatigue.

5. Conduct A/B Testing

Don’t be afraid to experiment! A/B testing allows you to experiment with different frequencies to smaller email segments. This lets you compare performance metrics and see firsthand which frequency resonates best.

Read more: Email Subject Line A/B Testing Best Practices

Remember, the best way to learn is often by doing —so don’t hesitate to “shoot your shot” and test different approaches. By analysing the results, you can fine-tune your strategy and find your email marketing frequency that truly hits the mark.

6. Implement Preference Centres

Empower your subscribers by offering them a preference centre where they can choose their desired email frequency. This demonstrates respect for their preferences and fosters a sense of agency, ultimately leading to higher engagement and a more positive relationship with your brand.

The Road to Finding the Ideal Email Marketing Frequency is Neverending

Finding the ideal email marketing frequency is an ongoing process:

By implementing these tips and staying true to your audience-centric approach, you can find the sweet spot for your email marketing, fostering strong relationships and driving meaningful results.

Ready to take your email marketing to the next level?

Segmentify can help you create personalised email campaigns that resonate with your audience and achieve your marketing goals. Contact us today!

People tend to prefer familiar people, situations, or objects.

This psychological effect is used in marketing to enhance consumer attitudes toward particular brands and products. 

The article will explore the mere exposure effect, how it is used in advertising to influence consumers’ decisions, and examples of the mere exposure effect in eCommerce marketing.

What is the Mere Exposure Effect?

The mere exposure effect is the continuous exposure to a stimulus (e.g., a name, sound, or picture) that leads to greater preference or enjoyment of that stimulus. It is, in other words, a person’s constant exposure to a subject or an event.

The effect is more significant if a negative attitude to the stimulus has not been developed or if the person is unaware of the presentation.

So, how exactly does the mere exposure effect influence the decision-making process?

Simply put, when people need to make a decision and choose something, they tend to prefer the situation or person they are most exposed to.

For example, babies smile primarily at people who smile more at them. The more you see a person, the more sympathetic you find them, and the more you enjoy their presence.

Robert Zajonc, a social psychologist, wrote a seminal work on the mere exposure effect in 1968. Zajonc believed that simply being exposed to something on a regular basis was sufficient to make people enjoy it.

They did not need to receive a reward or a positive consequence when around the object, according to Zajonc—just being exposed to it was enough to make people enjoy it.

Brands often utilise the mere exposure effect in their advertising campaigns and overall marketing strategies. Familiarity with a logo, a tagline or a company image may lead you to choose that specific product. 

Mere Exposure Effect: How Familiarity Breeds Attraction

Falling in Love

The mere exposure effect explains an essential factor determining people’s attraction.

According to a study by Pew (2006), 38 % of married people or people in a long-term relationship meet at the same job, school, sports centre, or church. According to this study, as the number of interactions between people grows, so does their attraction.

This evidence shows that familiarity between people, especially seeing someone daily, affects people’s decision-making and, therefore, their feelings towards each other. 

How Hit Songs Are Made

According to Charles Duhigg, the allure of Top 40 lies in catering to the audience’s desire for familiarity—whether it’s their favourite tunes or those resembling them. The introduction of something novel can often be met with resistance, as listeners may find it off-putting.

“People listen to Top 40 because they want to hear their favourite songs or songs that sound like their favourite songs. When something different comes on, they’re offended. They don’t want anything unfamiliar.”

Charles Duhigg, Author of The Power of Habit

Take the example of “Hey Ya!”, a global hit in 2003. Surprisingly, this track faced initial disapproval from many listeners, prompting them to switch stations mid-song. However, the radio station was determined to transform this unpopular tune into a chart-topper.

Their strategy involved strategically placing “Hey Ya!” between two well-known songs, preventing listeners from changing stations. This ingenious approach resulted in the song gaining familiarity with the audience, ultimately turning it into a massive hit.

A noteworthy revelation from radio stations was that individuals claiming to be tired of Celine Dion didn’t switch stations when her songs played. Leveraging this insight, “Hey Ya!” was strategically aired after a Celine Dion track.

Consequently, when introducing unfamiliar music, embedding it between familiar songs proved to be an effective method!

Examples of Mere Exposure Effect in Marketing and Advertising

How do marketers and advertisers use the mere exposure effect to influence consumer decisions? Let’s take a look at the examples:

1. Family in Advertising

Using family as a marketing tool has been prevalent since the Industrial Revolution.

Brands, particularly those targeting broad audiences, employ specific strategies to captivate their intended customer segments. Incorporating families into advertisements is a widespread practice, as the concept of family resonates with a vast majority of the global population. By featuring families in ads, brands aim to evoke an instant sense of familiarity among the audience.

Given that the notion of family is universally recognised, it continues to be a cornerstone in advertising. Leveraging the familiarity established through such advertisements not only engenders a connection but also cultivates a sense of intimacy between the audience and the brand.

2. Billboard Advertising

While some often perceive billboards and brochures as outdated marketing techniques, major brands persist in utilising them for product promotion.

The primary purpose of billboard advertisements is to swiftly engage individuals, leaving a lasting impression that lingers in the viewer’s mind even after passing by.

Since these ads are typically encountered at high speeds, they must convey their message at a glance. Consequently, they typically feature minimal amount of text in large fonts accompanied by a vibrant and captivating graphic.

And in recent years, the billboard advertising got a 3D makeover:

Brands strategically design billboard ads to capture consumer attention and imprint their products in the minds of the audience. The ultimate goal is to foster familiarity so that, when consumers are making purchasing decisions, they are more inclined to choose the product they recognise the most.

3. Colour Psychology in Marketing

Companies cannot control emotional responses towards their brand, but they can direct these perceptions through design, style, and colour.

Because our brains are programmed to absorb and memorise new shapes, the presentation of a logo can significantly impact its effectiveness.

Brand logos grouped by colour and the colour’s meaning

Brands use colour theory while designing their logos and advertisements to catch the customers’ attention and make them remember the brand.  Establishing familiarity through these visual elements increases the likelihood that customers will choose the brand’s product when making purchasing decisions, especially during supermarket visits.

4. Popular Music in Advertising

Brands strategically integrate elements of familiarity into their advertisements to connect with consumers.  Despite the potentially high cost of music licences, particularly for top hits, the use of popular music remains a prevalent marketing strategy. 

Research by Dr. Bradley Vines, employing neuroscience methods, indicates that pop music can enhance attention, emotion, and memory by 20%. Additionally, the neurological wear-in score demonstrates a notable increase in the effectiveness of a pop song across multiple viewings, suggesting heightened consumer engagement as exposure to the commercial grows.

3 Examples of Mere Exposure Effect in eCommerce Marketing

After discussing how the mere exposure effect is used in advertising, let’s look at how eCommerce can use it as part of their marketing strategy:

1. Showing Bestsellers on the Homepage

By prominently featuring bestsellers on the homepage, eCommerce platforms leverage the mere exposure effect.

Frequently viewed and popular products become familiar to visitors, increasing the likelihood of conversion. As users repeatedly encounter these items, they develop a sense of trust and recognition, influencing their purchasing decisions.

Pro tip ⚡: Employ personalisation to tailor the presentation of bestsellers on the homepage to each user, ensuring relevance and optimising the impact of the mere exposure effect.

2. Sending Cart Abandonment Emails

eCommerce businesses send cart abandonment emails to remind customers of items left in their shopping carts to utilise the mere exposure effect.

The repeated exposure to these products serves as a gentle nudge, keeping the items fresh in the customer’s mind. This timely reminder often prompts customers to return to their abandoned carts and complete the purchase.

Pro tip ⚡: Enhance the effectiveness of cart abandonment emails by consistently including images of the abandoned products.

3. Pinned Products on the Search Box

A search box example showing popular products. The first item is boosted by the Segmentify user, the second item is pinned to the search box, and the third item is hidden so that the website visitors will never see it on the search box.
Image source: Segmentify

eCommerce platforms can strategically use the search box to showcase pinned or recommended products. By consistently exposing users to specific items as they search, the mere exposure effect comes into play.

Over time, users become familiar with these recommended products, potentially influencing their choices and increasing the likelihood of making a purchase.

Pro tip ⚡: It’s crucial to regularly monitor click-through rates and sales numbers for pinned items on the search box to ensure their effectiveness in converting visitors.

Beware the Pitfalls of Mere Exposure Effect

Strategically exposing a brand and its products to potential customers is a powerful marketing tactic.

However, caution must be exercised, as excessive exposure may not always yield positive outcomes. Customers might become fatigued from the relentless barrage of advertisements, potentially causing a decline in the company’s reputation.

Mere Exposure Effect graph

As illustrated above, an optimal threshold exists for the number of exposures and the mean liking score. While increasing exposures tend to boost the liking score, there is a point where further increments may have diminishing returns.

Recognising and refraining from surpassing this threshold to avoid adverse consequences is crucial.

Harnessing and incorporating the mere exposure effect into your overall marketing strategy can significantly elevate sales rates and brand awareness. Careful calibration of exposure levels is critical to optimising the positive impact while avoiding the pitfalls associated with overexposure.

Editor’s Note: This article was originally published on January 5, 2022, and was updated for accuracy and comprehensiveness on January 18, 2024.

It’s an email marketer’s worst nightmare—ending up in the spam box. 

It destroys your engagement metrics and email sender reputation. And it only gets worse from there.

Because even if you take the necessary steps to correct a past mistake that got you in the spam folder in the first place, that is a red stain on your reputation. And it takes a lot of time and resources to mend the said reputation.

So you need to start caring about reducing your spam complaint rate long before it becomes a problem.

This article will discuss the new email sender requirements by Yahoo and Gmail, why the spam complaint rate is even more critical now, and a 10-step program on how to reduce your spam complaint rate.

New Email Sender Requirements from Yahoo and Google

One of the biggest digital marketing trends that will define 2024 will be, without a doubt, the new email deliverability rules by Yahoo and Gmail.

Starting February 2024, all email senders who send over 5,000 emails daily to Yahoo and Gmail users are required to comply with these new rules:

Gmail has been recommending these as email marketing best practices for a long time, and now, organisations are required to provide a safer inbox for consumers.

You can get more information on how to comply with these new email sender requirements on Gmail’s Help Center.

Let us move on to another pressing matter: How to keep your spam complaint rate as low as 0.3% 

10 Steps on How to Reduce Your Spam Complaint Rate

You’ll see that those two of those new requirements being put into action by Yahoo and Google are not really new; you already needed to comply with them to keep your spam complaint rates low.

Keeping the maximum spam complaint rate under 0.3% will be the end result of following these best practices:

1. Build Your Own Email List

Whenever someone asks, “Why shouldn’t I buy email lists?” an angel loses its wings.

Buying email lists can create serious problems for your organisation:

Building your email list, on the other hand, will get you an engaged audience and reduce spam complaints.

2. Provide Double Opt-In

A double opt-in process is essentially a two-stop verification to validate and confirm email subscriptions. It is a great way to ensure you’re complying with the Internet privacy laws and regulations.

Providing double opt-in:

3. Authenticate Your Email Domain

Used to be a strong recommendation for digital marketers to reduce spam complaint rates, email domain authentication is now a requirement by Yahoo and Gmail.

Authenticating your email domains through these security protocols will validate and verify the authenticity of your email campaigns.

Reminder: If you don’t have a Custom Sending Domain (CSD) set up, you must do that before the email authentication step. If your emails go from @yourdomain.com, they will look more professional, and the chances of them being marked as spam will be lower.

4. Comply with the Internet Privacy Laws

Various laws govern email marketing depending on the location of both the marketer and the recipients. However, the essential data privacy laws that every marketer should be familiar with are:

Failure to comply with data privacy regulations may result in substantial penalties.

In the UK, for example, breaching the GDPR may result in “a maximum fine of £17.5 million or 4% of annual global turnover — whichever is greater — for infringement of any of the data protection principles or rights of individuals.”

5. Keep a Clean Email List

A healthy and clean email list leads to better email deliverability rates, ensuring your emails reach their intended recipients.

Internet Service Providers (ISPs) use email engagement metrics, such as open rates and click-through rates, to assess the quality of your emails. Since a clean email list tends to have higher engagement, this practice directly and positively affects your email deliverability.

Regularly remove inactive or invalid email addresses and promptly address any bounces. 

Another important way to ensure low spam complaint rates is to enable one-click unsubscribes—something that you are now obliged to do.

6. Enable One-Click Unsubscribe

As of February 2024, you are not only advised but required to allow one-click unsubscriptions with a 2-day processing time, according to the new email sender requirements by Yahoo and Gmail.

Adopting suppression list management as a regular practice will help you greatly in this regard.

Suppression lists guarantee that you do not send emails to individuals who have chosen to opt out, allowing you to communicate solely with an engaged and interested audience. This minimises the likelihood of your messages being marked as spam.

7. Send Relevant Content

Based on what was discussed so far, this one should be obvious.

> Send people the content they wish to see (a.k.a. the reason why they subscribed to your email list in the first place)

> Get higher engagement

> Improve your email sender reputation

> Unsubscriptions and spam complaints are minimised

Adopt email segmentation best practices to take advantage of personalisation’s power and increase your email campaigns’ relevancy.

8. Optimise Email Sending Frequency

There is no universally perfect frequency for sending emails. The optimal email sending frequency varies based on factors such as industry dynamics, brand identity, and target audience.

However, irrespective of these variables, sending emails with too little time in between each can result in subscriber fatigue, higher unsubscribe rates, increased spam complaints, and diminished engagement.

9. Monitor Your Email Engagement Metrics

Besides measuring the impact of your campaigns and understanding what your subscribers respond to, closely monitoring email marketing KPIs serves as an early warning system.

By vigilantly tracking these metrics, you can swiftly identify any emerging issues or patterns that could adversely affect your campaigns, such as the changes in spam complaint rates.

This proactive strategy empowers you to make timely modifications, mitigating the risk of harm to your sender reputation and ensuring the overall success of your campaigns.

10. Utilise Spam Checkers

Spam checkers are web-based utilities that enable you to assess your emails, indicating the probability of recipients marking them as spam. While ISPs ultimately determine message filtering, spam checkers frequently reassure marketers as they plan new campaigns.

Homepage of Mail Tester, a spam checker website.
Source: Mail Tester

Stay Compliant with Yahoo and Gmail Sender Requirements and Avoid Ending Up in the Spam Folder

Here’s what you need to do to reduce spam complaint rates:

Once you make these best practices a regular part of your routine, keeping spam complaint rates below 0.3% will be as easy as breathing!

The intersection between eCommerce psychology and marketing is intriguing as companies attempt to craft marketing strategies and apply concepts such as the decoy effect in their marketing agenda.

Building up from teachings in Dan Ariely’s bestseller Predictably Irrational, as well as online courses in the psychology of eCommerce, it is safe to say that overarching patterns exist in user’s buying behaviour and decision-making.

One such pattern can be discovered through the decoy effect. This article will, therefore, explore the psychological reasoning behind the decoy effect, how it is used in marketing, and some real-life examples from brands.

What is the Decoy Effect?

The decoy effect was first described by academics Joel Huber, John Payne, and Christopher Puto in a paper presented in 1981.

While defining the effect, the researchers asked the participants to choose from scenarios that included beer, cars, restaurants, lottery tickets, movies, and television sets.

In each product scenario, participants first choose between two options. Afterwards, the participants were offered a third option, which was a bait, and they were expected to choose again.

In every scenario except lottery tickets, the bait successfully increased the probability that the target was selected. These findings were revolutionary for marketing. Along with this work, scholars challenged established doctrines known as “similarity heuristics” and “regularity condition” that the probability of a customer choosing the original product cannot be increased.

The Psychology Behind the Decoy Effect: How It Works

When faced with a choice between small and large sizes, people often opt for the smaller one due to the absence of relativity in the selection. However, introduce a third option, such as medium, and the dynamics change.

Surprisingly, many individuals lean towards the larger option, regardless of price considerations or personal requirements.

Consider a scorching summer day when you enter a cafe craving a refreshing drink. You settle on a mango iced tea but now face the dilemma of choosing the size. Initially, with only two choices (small and large), you decide on the small, considering a $4 price difference.

Now, imagine a scenario with three size options – small, medium, and large.

The large size becomes more appealing despite the same $4 gap between small and large. However, the difference between medium and large is only a dollar.

This addition of a third option prompts consumers to choose the pricier item, even if it exceeds their actual needs. This decision is not unique; many individuals follow the same pattern, making it a common choice.

Why does this happen?

The explanation lies in the way our minds are wired. Our cognitive processes are designed to constantly evaluate items in relation to one another, influencing decisions not only in personal relationships but also in various comparable situations.

In summary, when presented with two options, consumers tend to decide based on personal needs. However, introducing a third strategic option can sway them towards choosing the more expensive of the three, showcasing the subtle yet powerful influence of the decoy effect on consumer behaviour.

“Humans rarely choose things in absolute terms. We don’t have an internal value metre that tells us how much things are worth. Rather, we focus on the relative advantage of one thing over another, and estimate value accordingly.”

Dan Ariely, Predictably Irrational: The Hidden Forces That Shape Our Decisions

Decoy Effect in Marketing

Marketers refer to the decoy effect as the asymmetric dominance effect, exploring a phenomenon where consumers may signal a change in preference when presented with a third option in addition to the two options they had, creating an asymmetrical dominance towards the novel stimuli.

The alternative option is considered to be asymmetrically dominant when it is inferior in all aspects to one of the options. In addition, the other option is both inferior and superior in comparison to the other alternatives.

When specific attributes are considered for preferability, this option is completely dominated by the other, and partially dominated by the third.

The experiments reveal that when the asymmetrical option is present, a higher percentage of consumers tend to prefer the dominating option, as opposed to when the asymmetrically dominated option is absent.

This is why the asymmetrically dominated option is referred to as a “decoy”, functioning to increase preference for the dominating option. The decoy effect violates the independence of irrelevant alternative axioms under the learnings of decision theory. 

Now, let’s explore some practical examples of the decoy effect in action.

Decoy Effect and Decoy Pricing Examples in Marketing 

1. Subscription-Based Models

Spotify premium plan options.

Subscription-based services like newspapers, magazines, streaming platforms, B2B SaaS solutions, etc., frequently use the decoy effect and decoy pricing to nudge users to choose a slightly pricier option.

2. Upselling Strategies

Kiehl’s product detail page. Ultra Facial Moisturiser has 3 different size options.

From consumer electronics to the beauty industry, many different industries take advantage of the decoy effect as part of their upselling strategy.

The key point in using decoy pricing strategy for upselling purposes is to ensure that the consumer knows what they are gaining by getting the pricier option: Apple uses decoy pricing strategy on its product comparison pages, while games will try to get you to buy the deluxe edition that comes with more content for a slightly higher price.

How to Use the Decoy Effect for Marketing Your Business

Decoy effect and decoy pricing strategies are doubtless extremely influential—if they are done right. Here are some ways in which your business can take advantage of the decoy effect phenomenon:

Through such techniques, you can power your eCommerce site and use eCommerce psychology to boost your sales. Discover how Segmentify implements such psychological principles into their feature catalogue to help eCommerce businesses excel and reach their full potential.

Editor’s Note: This article was originally published on June 17, 2021, and was updated for accuracy and comprehensiveness on December 22, 2023.

Nobody asked, but I’ll say it anyways:

A digital marketer’s Roman Empire is the next “big” thing (not Metaverse) that will become the next Google (not Meta).

Before anyone tells me the Roman Empire thing is already in the past, I am very much aware, but honestly? I couldn’t come up with a better introduction for this article.

The Game Awards 2023 activated a prompter asking Swen Vickne, director of Baldur's Gate 3 and the CEO of Larian Studios, to "wrap it up" during his Game of the Year Award acceptance speech where he was dedicating it to the dev team members who had passed away during development.

Anyway…here are this year’s top 3 ecommerce and digital marketing trends to watch out for!

1. New Email Deliverability Rules by Yahoo and Gmail 

Google and Yahoo have partnered up to build a safer, more enjoyable experience for Gmail and Yahoo email users. And if you’re an email marketer who sends over 5,000 emails daily, you need to listen up.

“No matter who their email provider is, all users deserve the safest, most secure experience possible,” says Marcel Becker, Sr. Dir. Product at Yahoo.

This strategic partnership between Google and Yahoo aims to:

What are these new email deliverability rules by Yahoo and Gmail, then?

If your organisation sends more than 5,000 emails daily to Yahoo and Gmail users, you need to:

The new email deliverability rules by Yahoo and Gmail will be put in motion starting February 2024. Start taking the necessary steps to ensure compliance with these new requirements as a part of your 2024 email marketing strategy!

2. Hyper-Personalisation with Big Data and Real-Time Analytics

As digital marketers, we’ve been discussing the various aspects of personalisation for a couple of years now. Personalisation has been both the source and the reaction of consumers’ expectations about tailor-made interactions and experiences.

Jennifer Gaier, Director of Marketing at Elwyn, tells Forbes why she sees hyper-personalisation as one of the biggest digital marketing trends for 2024:

“With the vast amount of data available from various touch points—be it social media, websites or even physical stores—brands can harness this information using sophisticated analytics. This results in hyper-personalised marketing strategies where content, product recommendations and even advertisements are customised for individual consumers.”

Ken Condon, Global Channel Director at Segmentify, ventures a bit deeper into the rabbit hole of personalisation and draws attention to a challenge created by these various touch points:

“Insights gathered from an SEO campaign are very rarely shared in ‘real-time’ with the email marketing or social selling channels and instead form part of the siloed data for SEO…Insights or trends created offline in your bricks-and-mortar very rarely re-merchandise a PDP page or a trigger email.”

As the amount of data collected through various touch points rises, personalisation becomes trickier due to the need for more unified data.

So yes, hyper-personalisation will continue to be all the rage, but true personalisation can only be achieved through breaking down data silos. Then, you can really really personalise your content.

3. Video Marketing and Short-Form Content

It’s not that static content is going extinct; it’s just that video marketing and short-form content continue their momentum.

“Video on landing pages can increase conversion rates by over 80%, and mentioning the word ‘video’  in your email subject line increases open rates by 19%,” says Helen Aboagye, CMO of Divido and former CMO of Imagen, an intuitive video management platform.

The main reason for the continued rise of video marketing is that video production is less time-consuming and expensive than in the past. 

In-house content creation is booming, with marketers building studios to meet the insatiable demand for fresh content. But looking at brands like Duolingo or Ryanair on TikTok, you don’t even need an “in-house corporate studio”. A Gen Z with an iPhone and an unhinged sense of humour can work wonders.

Social media, mainly TikTok and Instagram, is becoming increasingly a form of entertainment rather than a social platform. And this transformation goes beyond ad creation.

This level of scalability goes beyond ad creation and gives the brands the freedom to tell their stories at their own pace. That is obviously not to say that you’ll never ever need to produce videos with a proper production.

But for marketers with limited budgets, such low-budget, short-form video content will continue to be an excellent way for community building, if they deem video marketing a worthy endeavour to pursue.

Wrapping Up

Without a doubt, there are more things one can add to a list titled “Top eCommerce and Digital Marketing Trends for 2024”. However, we’ve wished to keep our list concise and focus on the digital marketing trends and updates that we deem the most important and require the most attention.

Once more, let’s go over the top 3 eCommerce and digital marketing trends to look out for in 2024:

And remember, digital marketing is hella dynamic. Even one month after this article is published, we’ll have new updates and marketing trends to talk about. So follow Segmentify on LinkedIn to stay on top of new digital marketing and eCommerce trends!