Email Marketing is not only the most direct and effective way to connect with potential customers, but also helps businesses nurture and turn them into loyal customers. In fact, according to a study, the ROI of email marketing is on average 122%, which is four times higher than any other digital marketing channel. A report in 2020, 78% of Marketers said that Email marketing activities help increase customer interaction.
Email marketing is a direct information channel between businesses and customers. Email contains useful information and approaches to the right customers will build trust and solve customers’ desires. Especially help increase brand awareness without too fussy ways. So, how should email be used and optimized to increase efficiency?
Nurture the target audience by providing value
Use email as a tool to motivate customers from the consideration stage to the purchase decision. By reaching customers and providing them with the relevant information they need to make decisions, you are more likely to convert email-following customers into leads. Therefore, it is recommended to consider the right content to easily reach customers as much as possible by many different ways of conveying. For example, providing documents related to product features, descriptive images, promotional short videos, etc.
To do this, you need to understand customer insight and allocate the right content for each stage of the customer journey.
Group customers to optimize marketing efficiency
Customer segmentation is opening the “Door” for Marketers to send highly targeted and personalized emails. This helps you group the general information of customers such as: products of interest, location or age and create segments for demographics such as: office, retirement, marital status, etc. Instead of sending the same email to the entire email list, you can target specific audiences with relevant content messages and products that meet their consumer needs. A report in 2017 found that email campaigns that are segmented with a better audience have a better engagement rate, these campaigns have an impressive click-through rate, 100.95% higher than non-segmented email campaigns.
Automation to save time and resources
Automated email marketing is a series of email marketing that is set with pre-conditions and automatically sent to customers at certain times or according to the conditions you have set. Emails triggered by the events and conditions that you have set up in the customer’s buying journey include: level of interest, product viewed, action, etc.
You can collect new leads through registration forms (Sign up from) and automate the process of sending content such as: welcome emails, interested product introduction, product reviews and re-engagement emails, cross-sell.
Timeliness and automation are the key benefits of email automation. Sit down, put your feet up, and let email automation do your hard work.
Make decisions based on data
Analyze the data from the email sent and use it to improve the performance of future email marketing campaigns. Metrics such as clicks, open rates, and unvisited pages can be used to measure performance. Along with A/B tests, compare elements from headlines, images, email content, and CTAs (CAll to action) to see how they affect campaign results.
For retail businesses with large customer data, segmentation, personalization and email automation is a difficult problem, requiring a lot of resources and time. With PangoCDP, your data is unified across all touch points, thereby, providing meaningful, detailed information about customers. In addition, PangoCDP also provides easy segmentation tools to help Marketing bring a consistent, targeted experience, relevant for the context and each customer on the channels.
Make your customers feel like you understand them, not define them as the goal for mass sales campaigns.
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