EXM Best practices

Current version: 9.3

To improve the usability and performance of EXM, follow these best practices.

Practice

Rationale

Impacts

Automate important email processes such as Welcome nurturing, event reminders, checkout retargeting.

Touching base with customers at key points in their customer journey leads to brand loyalty. Furthermore, by automating manual email process you have more time to focus on the content and visual impact of the message itself.

Implementation

Customer Experience

Build email templates using components and data sources.

Using components gives you the maximum flexibility and ease of use when implementing personalization and A/B testing.

Implementation

Customer Experience

Define a clear unsubscribe strategy (single-list, multi-list, categories, and so on).

Optimize email campaigns based on available analytics.

Define send limits

Flooding a recipient with emails decreases the effectiveness of the email campaign.

Customer Experience

Take advantage of personalization.

Relevancy promotes loyalty.

To have an impact, email messages must be visually effective and branding must be consistent.

Track all activity.

The more you learn about your customer's journey, the better you can design and execute your email campaign strategy.

Customer Experience

Use A/B testing to find the best email content and design.

It is important to test and validate your assumptions on a small group of your customers before you send the final email campaign. This ensures that you always send the most appealing and relevant email campaigns to your customers.

Customer Experience

Use tokens for personalization

Studies show that email have more impact when personalized for each recipient.

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