Email marketing fuses content and context.
Many brands use email as a key part of their marketing practices. But it’s easy to fall short when it comes to email marketing. Delivering a great email experience means your content must be compelling, personal, useful, and contextual. Customers must be reached at the right moment, with a meaningful experience, to foster their engagement and drive ongoing loyalty. To create that great experience, you have to have a winning strategy and a clear roadmap to success.
Email marketing continues to be one of the most effective digital marketing channels — with good reason. People are spending several hours each day checking their inboxes. Your customers are checking their email messages around the clock, but are they looking at the email content you're sending?
Effective email marketing connects content to context. You put a compelling, personalized message in front of your customer at just the right moment. The moment provides the context, you provide the engagement, completing an event that makes the relationship with that customer rewarding for everyone involved. That is the essence of contextual email marketing.
As an email marketer, you face the challenge of driving engagement while trying to avoid consumer fatigue, creating the optimal mix of right person, right message, and right time. Achieving that mix takes an integrated strategy, meaningful data that informs action, flexible and accessible content management, and timely, contextual delivery.
Build email marketing strategies that are customer-centric.
Successful contextual email marketers agree that the strategies you adopt determine its success or failure. These same marketers have been able to achieve success primarily because the email experiences their audiences have stand out among the incredible volume of email being delivered.
Getting executive buy-in for approved campaign strategies is crucial because you must be able to collaborate with various marketing channel teams. And email campaigns should integrate with other online and offline campaigns in a way that provides a consistent brand story and collects shareable data that helps improve all your channels.
Your strategies should extend from a customer-centric view. What are their demands, needs, preferences, and traits? You must identify and meet their expectations. You have to personalize campaigns, not by simply inserting a name field in your message, but with contextual messages that are relevant – making the highest impact at the right time. Adobe Campaign, integrated with other Marketing Cloud solutions and core services, can give you the ability to know when, where, and how to reach your most valued customers.
Use data to personalize your email campaigns.
Sending useful, personal, compelling emails in context can’t happen without data. You must be able to easily access and manage your email marketing database. You should be able to bring in various data sources, like CRM or point-of-sale or third-party systems, developing a 360-degree view of your customers over time.
In Adobe Experience Cloud, integrated solutions come together to personalize your email campaigns.
In Adobe Experience Cloud, integrated solutions come together to personalize your email campaigns. For example, Adobe Campaign and Adobe Target allow you to change an offer automatically at the time an email message is opened. Factors such as location, customer preferences, and more are pulled in to deliver timely, relevant content.
Adobe Campaign and Adobe Experience Manager combine to simplify email authoring, and provide seamless updates to digital assets you build into email templates. Adobe Analytics and Adobe Campaign use triggers and propensity scoring to remarket to customers who’ve abandoned shopping carts or offer forms.
Adobe Campaign fuels email personalization by connecting data from multiple sources. For instance, personal information, purchase history, cross-channel behavior, loyalty status, and more can all be integrated from your internal systems to create a complete customer profile. You can also connect offline data, such as point-of-sale transactions, event attendees, or call center interactions.
Successful email strategies are built from a solid data foundation, and email marketers should understand the metrics that influence their customer loyalty:
- Standard email metrics — such as conversion rate, clicks, opens, shares, etc.
- Year-over-year purchase data — such as purchase frequency, average spend, average product category volume tracked, number of repeat purchases, customer retention, and repeat visits.
- Net promoter score — which reveals how invested your customers are in your brand.
- Time spent consuming email — which could be an indication that those messages are more relevant to the customer.
- Engagement levels — which can include social shares, email forwards, repeat purchases, and advocacy.
Adobe Campaign allows you to act on your data without resorting to guesswork. You can automate campaign delivery based upon data that reveals contextual opportunities to engage with your customers.
Manage email content to deliver a personal experience.
To be efficient and effective with your email campaigns, you need to be able to easily create and manage email content. Adobe Campaign’s integration with Adobe Experience Manager allows you to access the centralized asset library in Adobe Experience Manager, so you have the ability to deeply contextualize campaigns, delivering one-to-one messaging on a grand scale that is consistent across channels.
Sending emails in context means targeting behavior, location, preferences, device type, time, and more in a way that allows you to deliver the most relevant content to your audiences. You can use business rules to automatically change the email content based on a variety of conditions.
In the Adobe Experience Cloud, you also have tools to collaborate with external agencies, connecting with portfolios that allow you to expand your creative asset availability. With greater content management capabilities, you’re able to identify content that makes a difference at an individual level.
You can reuse effective content while archiving lower performing assets. This helps you to improve engagement without relying on new content each time. You can significantly reduce the number of creative assets you need to support a campaign.
Show up in the inbox with stellar delivery.
Email success, at the very least, means reaching the inbox. You must have a strong deliverability strategy to ensure your emails reach the intended recipient’s inbox otherwise your beautiful, personalized messages will fall short.
Internet service providers and email clients manage ever-changing and sophisticated filtering services to prevent irrelevant and potentially malicious content from overloading user inboxes. The days of batch-and-blast campaigns are over. No matter how good the intentions of your marketing emails, you must always follow deliverability best practices to avoid having your emails end up in the junk folder or worse — blocked altogether.
Examples of email marketing best practices to improve delivery and engagement rates, include:
- Acquiring emails — where the user has opted into receiving your messages.
- Utilizing a preference center — that allows customers to indicate what type of emails they wish to receive and how often they want to receive them.
- Monitoring engagement rates — to understand how open rates and clicks impact delivery scheduling and future campaign strategies.
- Analyzing opt-out metrics — to uncover the factors that drive customers to reject your emails, so you can avoid marketing fatigue.
- Using A/B testing — which helps to evaluate the subject lines or content elements that resonate with your audiences.
- Keeping mobile in mind — so you recognize the frequency of mobile access to email and adapt your mobile design strategy to various screen sizes.
With a combination of technology, strategy, and expert Deliverability Consulting Services, Adobe can advise you on best practices to achieve optimal delivery success.
Email marketing is a critical part of the customer experience.
Email is still the primary channel for long-form digital communications. But you have other channels available. You can automate and orchestrate email campaigns, so messaging flows with other channels. Email is often a conduit for engagement on other channels like mobile, social, and web. Without solid email strategy focused on customer experience, your other channel initiatives can suffer.
Marketing executives overwhelmingly agree that email is one of the most effective channels to reach your audiences. But successful campaign management comes from a commitment to driving a better customer experience. In order to get better engagement and conversion rates, you have to be able to go deep in your campaign analysis and be ready to instantly — and automatically — respond to interactions. With the integrated solutions in the Adobe Experience Cloud, your email marketing becomes a seamless part of that experience.