marketing

Volume, value, and velocity: the 3V principle to improve your email marketing system

Email marketing is one of the most powerful marketing tools you have at your disposal. In its simplest form, it’s just a way to send messages to targeted users and engage with them through digital content. That being said, there are many key factors that can have a significant impact on your email success rate.

At its core, email marketing is all about connecting with people in an efficient and effective way. To do so, you need to understand how humans respond to different communication methods and adjust your strategy accordingly.

In the latest Ecom Business Stream Podcast, Caroline Castille talks about “the 3V principle”, which can help you create a powerful and reliable email system that satisfies end-users while also attracting more customers by optimizing various aspects of your email marketing strategy.

Read on to discover more about how incorporating these three principles into your strategies can improve your email marketing system and increase your ROI.

Volume, value, and velocity: the 3V principle to improve your email marketing system | GSM Growth Agency
Volume, value, and velocity: the 3V principle to improve your email marketing system | GSM Growth Agency

“The 3V principle” can help you create a powerful and reliable email system that satisfies end-users while also attracting more customers by optimizing various aspects of your email marketing strategy. Here is what it is about:

The first V is volume. You just need to do 10 times more than what you’re doing already. If you only have five emails in flow, send 50. That’s going to get you the same results as these case studies. Simply increasing the volume and repeating the two other Vs.

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The second V is value. So if you’re really giving value and providing some knowledge or entertainment, inform or entertain. If you’re doing one of those two things, informing or entertaining, people will always love your emails and want to receive them. Don’t just send promos.

The third V is velocity. Velocity means you want to send emails and text messages at the right rate, when people are ready to receive them. What is the best time to send it? This is the part when your strategist mind kicks in, you must be aware of when people may receive emails from you.

Is there a set time for everyone around you, or does it vary? Think about the customer journey. If you sell beauty products, make-up, or food, you may be able to send more messages. You could even create a whole customer service avatar, making sure that they’re perfect skin coaches. There are a lot of cool ways you could do with consumables.

What is the best strategy for your email marketing campaigns? Check in the article.

Try to increase volume, like sending an email once a few days, even if you have a small email list, like 2000-10000 contacts. You could become a beauty coach or a food coach avatar and not annoy people.

And for products that are less consumable, like flight packs or golf tees, we’re not expecting a sale for 60 days from one customer because they won’t run out of tees. Not everybody plays golf every day, so how do we create content and create the right velocity?

Now that our email list has over a hundred thousand people, we send an email every day. We used to set up the flows and even set specific preferences in Clavio before sending out an email every two or three days. You want to send every day if you aren’t comfortable with a lot of people or if you’re still warming up your audience, and you don’t have a consumable product.

When your email list increases up to 30000 contacts or more, and if you have a consumable item, you can send an email every day, but, not multiple emails per day. When we reach a hundred thousand people, you can send more than one email every day, up to three emails per day. Please pay attention to your open rate and click rate to be sure you’ll send your messages to an engaged audience.

Do not send a large volume of emails unless your list has been previously contacted and is already warm. Sending a large volume of emails before your audience is ready may result in lost subscribers.

Want to improve your email marketing system? Just implement this "the 3V principle" in your marketing strategy, and no one will be annoyed by your email and text messages and sue you. Check the whole story by Caroline Castille in Ecom Business Stream Podcast via the link.

Volume, value, and velocity: the 3V principle to improve your email marketing system | Ecom Business Stream Podcast

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