For businesses, the methods and the methodology with which we design consumer interaction is changing. And nowhere is it moving faster than in the digital landscape. The way your business presents itself to consumers is important in building successful customer relations. And how better to interact with consumers than through email?
Email marketing is not dead: Email marketing tactics have simply evolved. Businesses must be willing to change with them or fear getting left to rot in the spam folder. As the owner of a digital marketing company, I have learned many email marketing lessons the hard way, through countless experiments with approach and strategy.
Subscribers are unlikely to open an email from a business unless there is a clear benefit in doing so, such as a 50% off coupon, a promise of knowledge or insight, etc. If your email doesn’t have a captivating title communicating the benefit of opening the email, then you could severely hinder your open rates. Here are a few ways email marketing strategies have shifted, and some examples of how you can leverage this knowledge to improve your customer outreach:
Tailored Email Campaigns
The days when you could drum up a boilerplate email and blast them off to your subscribers are quickly diminishing.
So, what’s the alternative? We looked to one of the most innovative and exciting social media networks: Pinterest. Pinterest did away with batch-and-blast emails earlier this year and replaced them with emails that are 100% tailored to the user. Pinterest uses all of the customer data it is given (and, with its model, there is plenty of data) to personalize the customer experience and create emotional connections with its users.
By analyzing its customer’s interests, Pinterest sparks their curiosity, leading to more clicks and opens. Pinterest also allows each user to personally customize their email settings, determining the frequency and type of emails they receive. This type of customization is key in that the users dictate how they are marketed to, making them more receptive and less inclined to mark emails as “spam.” Whereas it’s normally the marketer’s job to determine how best to perform outreach to different demographics, under the Pinterest model, the customer tells them directly, “I want to be marketed to this way.”