3. Create compelling content.
Email may be easy and inexpensive as a marketing tool, but if it’s not impactful, you’re wasting your time and your customers’ time. In one survey by Adobe, 69 per cent of respondents said they would like to be contacted by brands through email — however, they preferred marketing emails that were less about promotions and more about providing information.
One way to create more compelling emails is to go beyond your products to marketing your brand. Sell customers your brand personality, promote what is different about it and tell them why they should do business with you.
Another way to spark interest in your content is make sure that it displays beautifully everywhere — both on mobile devices and desktops. According to an article in Email Marketing Daily, 55 per cent of all email opens are mobile. Having the right experience and tools that let you preview emails across different devices and use inbox rendering for testing is important. Otherwise, there’s a strong possibility that the emails you create won’t render appropriately for the different types of browsers, devices, apps and clients that your customers will be using to access their inbox.
In a survey by Email on Acid, coding for email was identified as a top pain point of the creation process. Almost 40 per cent of marketers stated that having that tools that could fix code would most help the email creation process, followed by a more streamlined testing system (24.6 per cent). Closely aligning your email creation and delivery tools so that changes automatically sync, especially if you’re working with a creative agency, can also accelerate the creation process and eliminate a lot of time-consuming back-and-forth on minor edits.
Another key to creating compelling content is simply having the time to invest in being creative. A lack of time to innovate may be one of the biggest driving factors as to why marketers remain in an email rut. But much of the time crunch often comes down to missing the right tools to allow for collaboration and efficiency gains during the creative process.
At Virgin Holidays, marketers used to spend an entire day working with technical specialists to create one email campaign. Now, by consolidating their tools and workflows, they can develop a campaign on their own in just one hour. This has freed up more time for them to develop long-term strategies, explore creative campaigns and keep in touch to travellers with more engaging and relevant communications.
4. Deliver deliberately.
The final step in a successful email campaign is not only about getting the email into your customers inbox, it’s also about your ability to co-ordinate efforts across other digital channels and off-line channels like direct mail. To do this successfully and easily, it’s critical to find an email solution that integrates into a larger campaign management solution and can pull in data on customers’ interactions and behaviours from multiple channels. The brands that can do this well are seeing strong results.
“Through campaign orchestration we can now have conversations with our customers across channels, which increases engagement, experiences and revenue for Virgin Holidays,” says Morgan Bell, CRM trading executive at Virgin Holidays.
Delivering a seamless end-to-end customer journey as Virgin Holidays and other email marketing leaders are doing requires having all the other pillars of your email marketing in place. Start with a strategy about what you want to do at each step in the journey — from sending welcome emails when customers first engage with your brand to remarketing emails when they abandon their online shopping trolley. Next, you must have access to the data that lets you segment and target customers according to where they are in the journey, when they want to be reached and on what devices you can reach them. You need to be able to create content that renders beautifully on any device, contains personalised messages and can deliver one-to-one personalisation. And when all these pieces are in place, you can contextualise your emails to ensure you deliver the right message at the right time.