You may be asking yourself: should I write to my customers about Covid-19? What about sending promotional emails? Is email still a good way to communicate? The answer: Email marketing was there to help in 2008 and it is indispensable now.
Analytics is the key to an effective email marketing program. Email campaign analytics usually have numbers for the basics including:
It’s easy to forget – email marketing is part of a brand’s Integrated Marketing Communication (IMC). The best email marketers see email holistically along with mobile, social and offline marketing. The broader our vision of email, the more successful we can be in the eyes of the customer. The customer sees brand not channel. How does email integrate with Customer Service? Field sales? Store associates? Each of these touchpoints can- and should trigger an email. If we ignore this, we will never get off the wheel of batch and blast and our customers will become numb to email communication.
The best email marketers I know welcome “failure.” What I’m referring to is cultivating a culture of continuous testing where failure is seen as learning. Marketers play offense by testing everything and that moves the ball forward. But failure is a way to play defense and a test result can be an early warning not to rollout a message, price change or offer and make a costly mistake.
The most successful marketers leverage email to strengthen the bond with their best customers. Customers seek out brand emails in a cluttered inbox. Customers feel like they are having a conversation with the brand. We have spent years analyzing email strategies from the best marketers in the world to uncover five things that make them great: