Email marketing is vital to keeping up with your competition and engaging your audience
further in
the customer lifecycle. Marketing activities such as personalization, loyalty programs, and
re-
engagement email programs are vital to your email marketing strategy. Whilst SEO, PPC,
social
media, and advertising may contribute to getting your customer into the top of your sales
funnel, it
is essentially your email marketers that keep them there, increase repeat purchase and
increase
customer-brand engagement.
Optimizing emails for mobile had the highest increase showing adoption of this technique is
becoming increasingly popular and important for retention, user experience and engagement on
mobile devices for quicker and more convenient consumption of content.
Email marketing must compliment with organic (SEO) and paid search (PPC), it can drive a
higher
volume of sales and is important for customer acquisition, engagement, and retention. It is
essential
to understand that email marketing is the most efficient channel when it’s done in an
appropriate
way.
Spamming is ugly and will dent your reputation. Email marketing messages needs to bring
value.
Hence, doing good email marketing is critical. Nevertheless, we know that the recipe for
success will
not change, to name a few:
- Key ingredient is a qualified lead generation process.
- A well thought recipient segmentation.
- A well designed relevant message.
- Responsive email newsletter templates.
- Efficiency of a well-chosen email marketing strategy.
A mail-able 'microsite' is an interactive email, which allows the user to interact
with the email
interface within the inbox. The adoption of this technique will help retain customers and
give a more
engaging approach to content. Interactive emails keep the inbox interesting and unique.
Interactive email can include things like forms or surveys that do not redirect to another
page. GIFs,
videos, and image in the email will make it appealing. The customer may want to share the
information in the email with friends, relatives or on social media; therefore having
buttons or icons
that facilitate sharing is most desirable. Interactive email essentially hands your audience
everything
they need on a plate - with minimal effort for them. They do not need to divert out of the
inbox to
view content, interact with video or complete surveys - making it more likely they will
interact due to
less effort needed to complete a task.
The tone you chose to use in your emails affects the way your customers will respond. A
conversational tone may not be the best tone to use across all sectors, but it does give a
more
personal and genuine interaction between the customer and brand. Whereas a more formal
approach may be better for B2B sectors, asking questions and starting a conversation with
your
audience is important for engagement. It will feel more personal show that the content you
have
produced has had them in mind, feeding their needs for answers, content, products etc.
Email marketing must be carefully done Things to remember while using email marketing
strategy:
- Processing of data is done lawfully and fairly,
- Data is collected for explicit legitimate purposes
- Making sure the data is adequate, accurate, and
- Retained for only as long as necessary.
- Processed in a manner that maintains the integrity and confidentiality of the personal
data.
