Far from being dead, email still has a role in successful marketing campaigns. It gives you direct access to your target audience for attracting and retaining the right customers with the right messaging at the right time.
But no doubt, user inboxes are getting saturated with emails and it’s becoming harder to reach customers. Does that mean it Is time to say goodbye to email marketing?
NOT YET. Though, there are a few things to remember.
To continue to be successful and effective, email is going to be an important tool for data-driven marketing. But it has to be well thought out and executed as part of an integrated approach to the overall customer journey.
Along with one of the highest ROI, there are other reasons why email marketing is still considered one of the most effective forms of marketing:
- It’s a highly targeted form of reaching customers
- It allows for personalisation to deliver high impact messages
- It’s easy to measure the success of campaigns.
Having a conversation with your brand’s target customers across multiple channels, email being one of them, should be the way to go.
Create personalised customer experiences
Customer data held in different areas of the business should be jointly used to tailor customised messages for your audience. Consolidate data and making it accessible to your marketing automation team who can help design and deliver a customised experience for your customers.
Map out the entire customer journey
Consider how the customer interacts with the business and the various channels they use such as retail store, website, social media and more. Don’t just use email or any one channel at a time but think about communicating with your audience across various touch points with consistent messaging.
Make the experience as smooth as possible
Every team member working on the campaign has to be on the same page, working towards the same objective – the customer. Emails effortlessly nurture leads, and a team working together can eliminate challenges and run a smooth campaign converting leads to customers.
Email marketing gives you direct access to your audience. Using customer data to tailor the right communication to them at the right time will not only create personalised customer experiences, it’s a smart way to engage with your target audience.
