The Future of Email Marketing & How to Prepare

The hype around upcoming artificial innovations has also overturned what customers anticipate, with high levels of personalisation and relevant content expected at every point of their brand journey.

While email marketing remains the preferred channel across all age groups by a ratio of 2:1, 2016 has just proved that it is inefficient for businesses to mindlessly blast emails.

Alarmingly, more than 80 percent of consumers find less than half of the emails they receive are relevant or interesting1. It is crucial to have an omnichannel approach when it comes to email marketing campaigns and having a unified marketing strategy that takes each individual customer and their shopping preferances into account.

Here are five key tips to ensure good email marketing habits for the new year:

  1. Organise your data

We’re currently at a stage where we have an unprecedented amount of data at our fingertips. Taking the necessary steps to ensure you have a good and clean set of data is fundamental to successfully take advantage of email campaigns. Ensuring your data is up-to-date, forms a foundation that will set you apart from your competitors.

  1. Get to know your customers

With 84 percent of customers finding the majority of their emails to be irrelevant, it’s more important than ever to align your strategies to their preferences. Understanding how often they want to be emailed and if they would like to be contacted regarding specific events or products is the first step to gaining that personal touch. Most customers are more than happy to inform you of their preferences, making this information easily obtainable.

  1. Create segments

After ensuring that your data is up-to-date, you can start to segment your demographics and personalise your email campaigns. Personalisation is what makes you sound less like a pushy car salesperson and more like an empathetic personal shopper. The goal is to know what your customers want before they even know it themselves!

  1. Review and build new automation

After mastering the last three points, you will have a solid foundation for you to consider new automation programs that fully utilises the data that has been collected. Lapsed customers, purchase anniversaries, or even an internal engagement scoring program will help foster relationships with your customers. Automation should never be a replacement for personalisation, so it’s crucial to constantly evaluate their effectiveness in building customer rapport.

  1. Test!

Email marketing is a great tool for both marketers and consumers alike as it drives the best ROI. However, before adding new email marketing features, or investing in new software, you should test everything that has been implemented on a regular basis, with key lessons recorded to learn from the past and improve for the future.

It’s safe to say that many of us can probably agree that 2016 did not exceed expectations. A new year in 2017 gives us a chance to start afresh and develop marketing campaigns that will draw new customers whilst retaining our current ones. Good luck!

  1. DMA’s Consumer Email Tracker 2016
  2. http://www.smh.com.au/business/workplace-relations/most-australians-still-prefer-shopping-in-a-store-instead-of-online-survey-20161218-gtdht3.html

 

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