3 Email Marketing Tips to Effectively Leverage Data in Messaging
Today's marketer faces the complex challenges of meeting the expectations of connected consumers in order to stand out in a cluttered inbox. Customers, now adapted to instant gratification, have come to expect immediate response and personalized messaging as prerequisites to engagement. This sentiment has emerged similar to how online shoppers have come to presume the immediacy of purchase fulfillment; an expectation that delivery of purchase can be fulfilled by the next day, or even as quickly as same-day, in certain situations. If customers are interested in a product or service, they want to use that promotion or find out more information in that exact moment.
As the use of mobile devices continues to grow and customers are becoming more accessible to email communications around the clock, it is important to remember that just because an email is opened, does not mean it is received. According to Psychology Today, only 2 percent of people are actually good at multitasking, meaning consumers are not really reading emails when they open them on the go or while partaking in other activities; rather, they're skimming through them. Because of this attention deficit, marketers have just seconds to make a lasting impression, incite action or secure a purchase.
So how do you cut through the clutter?
Companies today possess valuable information about customers from many sources, including past purchases, online behaviors and, of course, email campaign metrics. This diverse behavioral data can help identify an intent to purchase, as well as individual customer preferences, allowing marketers to optimize email campaigns and ultimately stand out in the inbox. Email marketing, when combined with e-commerce data, for example, empowers marketers to not just identify consumers who are likely to purchase, but to also engage them when they are most likely to purchase and even target them on the type of device they're most likely to purchase from.