It is a well known fact in B2B marketing circles that email lists depreciate by 25% annually!
Source: - Marketing Sherpa
Email marketing campaigns need to have content that is relevant and compelling in order to convert prospects to customers. Marketers need to recognize that email campaign management goes deeper than, ‘bulk blasting’ and selling; it more importantly delves into engagement and personalization. The key here is reaching customers in every way possible through cost effective methods.
However before finding ways to connect, do you know the ‘Why, What and How’ of your customer? You can evaluate your email engagement factor by answering the following 10 questions. Try it out:
1. Do you know Why customers join email lists?
2. Do you know What customer expect from business emails?
3. Do you know What makes your customers tick and click?
4. Do you know When customers read emails the most?
5. Do you know Why customers delete emails without reading?
6. Do you know How customers look at poorly designed emails?
7. Do you know How customers read their email, through which device the most?
8. Do you know How customers treat emails that are not readable on mobile phones?
9. Do you know Your customers’ touch points and is your email campaign integrated?
10. Do you know Your target audience and different segments they fall under?
The idea of evaluation here is not to keep score; it is to ‘buzz’ you into thinking about the answers. And it is insights from this exercise that will help in developing email campaigns designed around the prospect or customer.
What makes customization and personalization a greater challenge in the marketing world today is automation. A paradigm shift in perspectives is required. We are after all talking to prospects, who are humans!
Customize or count your email out, of your customer’s inbox
Let your customers find you
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