Email Is As Hot As Ever: 3 Tips to Refresh & Re-Integrate Your Strategy
As the digital channels continue to evolve and innovate, and more advanced technologies and attribution mechanisms are set in place, there is no shortage of potential for reaching consumers. While it may not be the sexiest channel, email continues to be perhaps the most effective way to target, engage and maintain ongoing, relevant conversations with customers. Yes, we see endless news stories about the latest analytics platform or the revolutionary new social media network, but email marketing has remained consistent in one very important way: it’s a proven converter.
Today, email is no longer a silo. It’s become the cornerstone of multichannel and omnichannel strategies – with invaluable data and insights, its integration into mobile, social media, display and direct mail campaigns is now a norm that every marketer should (if they’re not already) embrace.
If you’re looking to reinvigorate your email marketing campaigns or further integrate into your overall strategy, consider these tips:
Make Mobile a Priority:
With the mobile channel in a dramatic upwards trajectory, consumer behavior is shifting in a way that makes email marketing strategy even more critical, particularly mobile optimized email. Take advantage of the fact that most consumers today are never without their mobile devices – it’s become the shopping buddy of choice, granting unlimited access to product information, price and quality comparisons and conversations on social media. Your mobile email marketing efforts should create a seamless shopping experience for consumers both online and in store, keeping your brand top of mind wherever consumers are.
We’ve all heard of Google’s mobile algorithm update, and while the focus has been on SEO, the change was just another way for brands to strengthen the consumer experience across the board. For example, if your email offer or newsletter clicks through to a landing page that isn’t optimized for mobile, it could be an instant turnoff for your potential customer.
Right Message. Right Person. Right Context:
Consumers expect to have one linear vision of the brand, but they like to have different experiences unique to their device of choice. Tailored content and messages for mobile versus desktop email, for example, is something consumers require. And while people don’t necessarily love the idea of their personal data being collected and analyzed, they do demand more personalized interactions with brands. They want to know that their brand cares about their clothing preferences, what kinds of food they like or the type of lifestyle they practice.
Identifying which stage of the purchase journey your customer is on helps to determine what the right kind message is, and what will be most valuable and relevant at that particular point. For some consumers, a click in an email may represent a very early stage in their relationship with the brand, which should reflect in the messaging strategy. Conversely, someone who frequents your brand’s website and social media channels, and has actively engaged with newsletters or promotions, will require different content.
Share Your Data:
The email channel allows us to have customer data and insights right at our fingertips – and that data is critical to informing strategies in other digital channels. For example, you might find that a customer who opened and engaged with an email is more receptive to an ad on social media. Not only does access to this kind of data help to personalize the experience in email, but it can do the same in every other channel that your brand engages consumers through. Leveraging these insights across the organization can help to streamline your omnichannel approach, and gain a more singular view of each customer.