Email Marketing Isn't Dead, but How Can Marketers Keep it Alive?
With so many email subscribers engaged, personalization has never been more important. We hear this time and time again, but keeping email content relevant is key. While triggered email campaigns based on actions like abandoned carts and past purchases have proven successful for retailers, marketers can certainly take things up a notch.
Consider a customer's location. Did his or her local professional sporting team just win a big game? Marketers can tie in a team's success with an email promotion. Did the customer's city just experience a huge snowstorm? Marketers can tie weather and other similar events into email copy as well. Keeping things light, fun and personalized will, in turn, keep subscribers engaged.
Yes, customers are certainly engaged with email, but they're still selective. If a customer stops opening or engaging with a brand's emails, these emails may stop being delivered altogether. This is a waste of both time and money.
Marketers can improve inboxing through audience segmentation. This allows marketers to send messages frequently to their most engaged customers and pull back on overloading less-engaged audiences. Overall, striking a balance is key. Too few emails may make a brand appear apathetic, but too many emails may be overwhelming.
By blending email with social, improving personalization and increasing inboxing rates, marketers can keep their audiences engaged and acquire new subscribers at the same time. While email marketing may be at its peak, there's always room for improvement and growth.
Ivy Shtereva is senior marketing manager at Yesmail, where she's responsible for multichannel strategy and implementation across the email, database, web and direct marketing channels.
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