Consumers want personal and relevant experiences. Marketing emails are no exception. Beyond the automation, data and technology, email should be as people-focused as everything else. 6 And ISPs like Gmail are screening for it. Their algorithms reward email marketers who engage their readers and penalize those who don’t. If an email is deemed to be less than engaging, it may not be delivered to a user’s inbox. Organizations can use analytics and marketing software to help ensure their messages are welcomed by recipients.
Segmentation and personalized content
To deliver personalized content, marketers need to leverage all the knowledge they have about their customers. It includes analyzing data like demographics, age, location, purchases, usage history and whether individuals accept or ignore previous offers.
It helps marketers get the right content in front of people. They can segment audiences and craft messages for different prospects, instead of using one size fits all. Even addressing someone by name can improve click-through rates.
Send time optimization
It’s compelling to send a personalized message to a customer based on their demographic and buying history. More important still is delivering that message at the right time. Delivery automation tools help marketers send messages when customers are most likely to be checking their email. Integrating timely delivery with strong customer data and predictive models can increase click-through rates.
AI technology mines terabytes of data to analyze consumer behavior. It uses segmentation logic, marketing rules and algorithms to monitor activity over time. AI can follow all the ways customers interact with a brand and rank the fastest path to a purchase. The technology learns through each interaction and delivers the right content to each visitor, based on their previous activities.
Email is often part of an overall campaign strategy that includes other marketing channels. Data analytics and campaign automation pull everything together. The idea is to offer consistent messages across touchpoints: whether a customer receives an email or goes to a website. First, by building fuller user identities. Then, using the insights to present relevant messages and offers — over email, mobile, social media and more.
A centralized approach aids the process. Marketers can use a single platform to personalize and manage content for inbound and outbound customer engagements across all channels.