Being proactive instead of merely reacting to every new technological advance in the industry is essential if you’re going to stay ahead of the competition and deliver the sorts of email experiences your customers are going to come to expect in the future. It’s always important to remember that you’re not marketing in a vacuum. Your subscribers’ inboxes are being flooded with marketing emails every day, from companies large and small. Some of them are going to take advantage of the latest technology, using machine learning, AI, or other cutting-edge tools in order to create sophisticated, highly personalized email campaigns. And once your customers get those emails, that’s the level of experience they’ll come to expect from everyone. You included.
With Hurricane Florence bearing down on the Southeast U.S., it seems everyone is on edge as a looming crisis unfolds. Everyone’s hearts go out to those who are in the path of the storm.
It’s a sad reality that major events like this happen often — hurricanes, earthquakes, violence, terrorism, etc. — and we as marketers can be so involved in our day-to-day operations that we lose sight of the fact that each email we send (even if it’s sent as part of a larger automated program) lands in the inbox of a real person the crisis is impacting. And, even if they’re not directly impacted, they may be sensitive to certain content. It’s not hard to spot when a brand isn’t showing empathy toward those affected, and that can turn anybody off.
How efficient is your email marketing team? For enterprise companies, it’s getting harder and harder to keep operational tasks from becoming overbearing for email marketers. As customer demands ratchet higher for the messages they receive, the struggles for legacy marketing cloud ESPs to keep up with the needs of companies with large databases get more pronounced. And that leads to operational creep — a gradual, pernicious increasing need for various operational tasks that take email marketers away from the work they love, and that they’re good at.
This is the story we hear with increasing frequency among the email marketers we talk to on a daily basis. It’s a problem that’s growing, and it’s not likely to get better. It’s also a problem we wanted to understand a bit better. So, instead of simply drawing our own conclusions, we decided to go to the marketers themselves. We wanted to find out exactly how they felt about this phenomenon. Would the anecdotes we’d been hearing stand up to a bit more scientific scrutiny? And, if so, how was it impacting team efficiency and job satisfaction? Those were the key questions we wanted to get at in our new research report, “The Cost of Inefficiency: How Operational Creep Kills Strategic Thinking in Email Marketing.”
Even as email marketing approaches its 30th birthday, it’s still widely recognized as one of the most essential — and effective — channels for digital marketers. However, before you can begin to maximize email’s ROI, you must build an email list.
With more businesses investing in email marketing, the modern consumer is becoming increasingly protective of their inbox. This means that you must continually offer email content that offers value to your subscribers. You also need to optimize your subscriber acquisition strategy to keep your list growing, and stay ahead of the competition. We’ve put together a few ideas that can be implemented quickly and will increase your chances of converting your anonymous prospects into subscribers.
Think about the marketing campaigns that have made the biggest impact on you. The ones that stick with you, and you remember months — even years — later.
Odds are they weren’t straightforward product pitches or sales announcements. They had elements of stories and characters that helped you relate to the brand, and feel something meaningful. They incorporated compelling narratives with images that transported you to a different place. Instead of the brand being the star of the campaign, the star of the campaign was — ultimately — you. And what you could accomplish with their product or service.
“Marketing is no longer about the stuff that you make, but about the stories you tell.” — Seth Godin, entrepreneur, best-selling author, and speaker
In today’s marketing world, it almost goes without saying that consumers don’t want to hear you beat your chest about how great you are. Especially for B2C marketers, your target audience has endless options for which brands to direct their money and time toward. If you’re going to not only get them to subscribe and open your emails but also buy, you need to connect with them in a meaningful way. You need to deliver content that matters to them. It’s not enough to tell them why you’re great. You need to tell them something great.
Savvy marketers know that each industry has its own challenges and key needs when it comes to email marketing. But it isn’t always easy to know if you’re focusing in the same direction as your industry peers, as you try to ensure you have the right tools to help you deliver the types of email campaigns that will keep you on the forefront of the competitive landscape.
With a collective buying power over $200 billion — the most of any generation — Millennials are an essential demographic for retailers to find a way to reach with their messaging. Some marketers seem anxious to downplay email as one of the chief means to do so, but new research from Euclid suggests email is as important a channel as any when it comes to reaching Millennials. It’s not that email isn’t effective; it’s that impersonal email isn’t effective. Email marketers have an opportunity with Millennials, but not if they continue to batch-and-blast with messages that make young people yawn.
To truly understand the immense impact of having access to truly 100% real-time customer data while building email marketing campaigns, marketers almost invariably need an “A-ha!” moment. Or maybe several hundred of them. For the vast majority of marketers, that moment never comes, because the volume of data they’re working with is small enough to where much — if not basically all — of it can live right in their vendor’s cloud where they’re building messages.
For marketers who send fewer than 10 million emails a month, data lag and syncing issues just don’t show up on their radar. But, for those on the larger end of the scale, the barriers that can stand in the way of them delivering high-level customer experiences are high without immediate access to all their customer data. They see the value because it impacts their jobs. It negatively affects what they can accomplish, and hurts relationships with their customers.
It’s not always easy to see where marketing is headed in the future, whether that’s one, five, or 20 years down the road. Experts produce a lot of content and clicks by making all sorts of predictions about what’s coming next, but even the experts are just making their own best guess based upon what they see around them. In this one case, though, we don’t have to do much speculation or guessing. The future is living in many of our kitchens, living rooms and bedrooms right now, and it’s voice.