“It’s Thursday. We send our main marketing emails on Thursdays. So it has been on every Thursday of every week since the dawn of time. And so shall it be unto infinity.”
For many companies, sending out regularly scheduled marketing emails has become an indispensable part of their digital marketing strategy.
And for good reason.
Email marketing has been consistently outperforming the ROI of most other digital marketing channels for decades, and current trends indicate that it will continue to do so for the foreseeable future.
Every marketer has faced challenges when creating what they hope to be successful email programs. For those working in highly regulated industries such as banking, those challenges can often seem like mission impossible.
The many and changing regulations that govern banks apply fully to their marketing departments. And while email marketers have been able to work around those regulations to create amazing work, many still struggle with getting the data they need and using it to send highly personalized marketing messages.
But banks have a lot going for them when it comes to marketing. They have a LOT of first-party data on their customers. Moreover, new technology is emerging that could give banks the connection they seek, while maintaining the highest level of security.
Better personalization begets better marketing.
Brands and marketers have both been well aware of this fact for a long time. It’s why “personalization” has been one of the biggest marketing industry buzzwords for the better part of the last half-decade.
But what does personalization actually look like?
Email marketing is a dialogue.
A conversation between one brand and one consumer.
It is a conversation which can seem a bit one-sided at times but is a conversation nonetheless. And, in almost every case, the onus of keeping the conversation going falls squarely upon the shoulders of the brand.
But who wants to have a conversation with someone who doesn’t listen?
To be successful in today’s marketplace, marketers need to understand and adapt to their customer’s journey. Customers are likely just one device away, and yet their path down the sales funnel is neither linear nor direct. They experience cues and communications on multiple devices and channels and respond in an equally diverse manner.
Despite this hurdle, marketers have a wealth of data and tools available to inform their strategy, and email marketing is one of the most powerful. Here are four ways marketers can leverage email to inform and drive their customer’s journey.