Email marketing is a dialogue, a conversation between one brand and one consumer. It’s a conversation that can seem a bit one-sided at times, but it’s 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? Nobody.
To be successful in today’s marketplace, marketers need to understand and adapt to their customer 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.
Few things in life beat the feel-good nature of Spring. The warm weather and the sunshine can motivate you to clean house and begin new projects.
Spring is also a great time to review your marketing programs and tech stack, including your email service provider. Excellence doesn’t happen by chance, especially in today’s highly competitive and shifting digital marketplace. You may spend months planning various campaigns and programs, but if your email technology falls short, your results will suffer. You need to know how your ESP helps you succeed and whether it gives you the tools to help you succeed.
There are many terrific agencies that provide in-depth, custom ESP audits, but here are a few key indicators to get you started:
Recently, the hype surrounding the “Internet of Things” has reached an all-time high. Among enterprise businesses, this has driven and inspired serious concerns over security — this Gartner report’s headline says it all: “It’s Time to Isolate Your Services from the Internet Cesspool” — and how aligning Marketing and I.T. can allow it to improve.
Most attacks originate from the public internet. The more devices that are connected — cars, watches, security cameras, DVRs — the greater the risk for being hacked. The global cost of handling cyber attacks is expected to rise from $400 billion in 2015 to $2.1 trillion by 2019, per Juniper Research.
Email marketers making plans for upcoming campaigns should take a closer look at mobile.
In analyzing open and click rates from our enterprise customers between Q1 2015 and Q4 2016, we’re seeing signs that consumers are becoming more comfortable opening email marketing messages and engaging with offers from their smartphones. Over the past two years, the percentage of email opens on desktops has declined, while the percentage of overall opens happening on smartphones has gone up about 7%. Smartphone click rates, which were a fraction of overall clicks at the beginning of 2015, are also significantly higher. More clicks are now happening on smartphones (47.5%) than desktops (41.7%).