One thing the most innovative marketers are learning is that mere personalization isn’t always enough to send messaging campaigns that truly resonate with your customer. You need to go beyond the behavior and understand the why. In our latest webinar, Michele Grant (CEO, co-founder of Block + Tackle) joined us to discuss the future of content as data, and why it’s essential that you contextualize the customer experience in order to send the types of messaging campaigns that really deliver results.
With COVID-19 temporarily changing the lives of everyone across the world, people are on edge as the crisis unfolds. Unlike so many disasters of the past, this time there isn’t anyone who isn’t impacted.
It’s a sad reality that major events like this happen often — pandemics, 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 in some cases, 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.
While growing up, my mom told me that when we first engage in a discussion with someone that we just meet, we listen to the person introducing themselves, we pay attention to what they say, and their body language. Then, we talk using empathy and relate to the person in a meaningful and sincere way.
When it comes to messaging and technology, it’s the same thing, and most of the digital messaging tools have been created with the idea of enabling interaction with a large number of people.
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.
“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.
Ever get an email from a brand you loved, and they spelled your name wrong? Or called you by someone else’s name? It kind of hurts, doesn’t it? You know they didn’t put the email through a proofreading process before they sent it. If it’s a brand you don’t even remember signing up to get emails from, you probably laugh and hit Unsubscribe. But if it’s a brand you like and want to hear from, it can be hard for them to undo the damage.
Talk about finding the right subject line or font type all day long. Fuss over the arrangement of content, the size of the box in the header, and whether or not that shade of red in the call-to-action is too bold. All of that can have an impact on click rates and conversions, thus affecting the success of a campaign. In the end, though, what we’re talking about is triggering emotion. Do it consistently — even, sometimes, negatively — and your email marketing is going to see significant results. Fail to do so, and it’s likely you’ll wonder why your email ROI isn’t matching your competitors.
With audience expectations for your emails growing each year, segmenting and targeting in a smart, strategic way has never been more important for your company’s email strategy. We’re way past the days when simply addressing an email to John by name was going to impress him. But now, even emails that are segmented with strategic goals in mind can fall flat if they aren’t relevant to the reader. Content curation can fill that gap.
It’s fair to say Nobel Prize-winning novelist Ernest Hemingway didn’t do a tremendous amount of email marketing in his time, considering he was born in the 19th century and died in 1961. He wasn’t even a marketer, moving from journalism to author and more or less mastering both during his life.
Still, his instincts for crafting effective emails may have been more honed than anyone would have thought. His “Iceberg Theory” on writing wasn’t always his most popular storytelling philosophy; its critics said it contributed to him seeming distant and uncaring for his own characters through a lack of telling their full story. But there’s a lot that the crafty email marketer can take away from it if they look closely:
“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. Doesn’t matter if readers care.”
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.