Is Your Email Marketing Up to Speed?
Today’s customers want highly personalized, contextually relevant, real-time experiences, or they are happy to swipe away your offer and go to your competitor – who is only a single tap away. You have precious little time to capture their attention.
“Batch and blast” — the email-marketing approach used for so many years — has diminishing returns. You can send an email blast to make your end-of-the-month revenue goals, but you’ll lose a lot of customers (via the unsubscribe button) in the process. To acquire and nurture new customers, email marketing must acknowledge the full customer experience and become a more strategic part of the marketing mix.
So, is there a better way? How can we start to evolve our methods to ensure email remains the “cash cow” it has earned the right to be called, without driving away customers through unsubscribes? Here are a few ideas.
The Right Welcome Is Important
When new customers sign up to receive your emails, they’re expressing interest in your brand. Use a welcome series to capitalize on their intrigue and keep them warm. It is crucial, however, that you always remember — you only get one chance to make a good first impression. You can start out on the right path with customers by:
- Defining the Voice for Your Brand: Use terms, language and phrases that will resonate with your customers and embody your brand. For example, if you are a family brand, welcome the customer to the family.
- Setting Expectations: What type of content will they be receiving and at what frequency?
- Pointing Out Other Options: Direct customers to your other channels, other brands and customer service.
- Providing Special Offers: Give customers a reason to stay subscribed and engaged.
- Directing Them to a Preference Center: Collect valuable explicit data and allow customers to control what type of content they receive and how often.
Businesses who carefully orchestrate this welcome phase have seen increased lifecycle revenue. In fact, our research shows that segmented and targeted emails generate 58 percent of all email revenue.
Email personalization has gone way beyond inserting a name in the “hello” field, which some customers see as superficial and mostly meaningless. Today’s customers — many of whom use three to five devices in their everyday lives — demand personalization at every level. They expect you to know who they are and what they want.
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