Email remains a centerpiece of effective campaigns and a powerful way to nurture customer relationships. In 2016, dust off your email marketing methods, and place email at the heart of your content marketing strategy. Here are five resolutions you can make to ramp up your email programs and engage customers in the new year. For more email marketing tips for the new year, be sure to read through our full whitepaper “10 New Year’s Resolutions for Email Marketers” here.
1. Use Preference Centers to Give Your Customers Control
When you give customers more control over how, when, and why they receive emails, you learn a lot about them. The more you know, the better you’ll be at delivering relevant, dynamic content.
Preference centers are a golden opportunity to gather customer insights from purchase history, email activity and other data tied to email. Because preference centers allow subscribers to specify the amount and type of email they receive, they are less likely to unsubscribe altogether.
2. Invite Customers to Re-Engage with Your Brand
When a customer abandons a shopping cart, unsubscribes, or otherwise wanders from your brand, act fast with a targeted email. Email remarketing invites the customer to reengage by sending a simple thank you, asking for product reviews and offering on-point product recommendations.
Just be sure to send your personalized remarketing messages while the product or transaction is still fresh in the customer’s mind, but not so fast that your brand appears “creepy.” There’s a sweet spot.
3. Consider Context the Queen (Content is King)
Contextualization takes quality data and no small effort from your content marketing teams. However, contextualized email campaigns that respond to the individual’s time zone, location, and personal preferences are some of the best ways to build loyalty.
Contextualization uses algorithms to dynamically alter email messages based on the reader’s past and real-time behavior. Select the conditions for personalization in advance, then let them dictate the real-time results when the email is opened, like a unique call-to-action based on the reader’s loyalty status or device. The beauty of contextualization is it actually enables you to deliver more relevance with less personalized content.
4. Practice Less Is More
To keep your emails out of the trash, send fewer. But make your emails count with more relevant content and optimized subject lines. This two-pronged approach will increase open rates while decreasing the number of emails you have to create.
While an initial influx of high email volumes might garner attention, there’s a long-term negative impact on customer loyalty and fatigue of sending too many emails. It’s more about more efficient and effective communication.
5. Make Mobile a Must
Approaching email with a mobile-first mindset requires more than responsive design. You need to optimize all aspects of your email campaign for mobile viewing. Brief, fast loading and visually captivating emails perform best on the handheld screens of mobile devices. And if you want readers to move from email to a landing page or check out, make sure every step of the process is mobile friendly.
Mobile-first email marketing means building fully mobile campaigns that work seamlessly across different devices, email clients and mobile browsers. When designing these emails, think like a consumer on the go, not a desktop surfer.
New Year, New Email Practices
This year, resolve to more effectively engage customers with dynamic, highly personalized emails fueled by contextual data. If you’re new to marketing, kick start your career with a strategic focus on email. If you’ve weathered multiple digital marketing evolutions, enhance your email marketing experience with the best technology, tools and data.