Email Marketing: How to Deliver a Dynamic Customer Experience

09 Sep 2014

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“You have 1 new e-mail!” Oh how that message used to fill me with such excitement and wonder, similar to dial up internet in that, it fills you with a sense of nostalgia; when it was all about the simple things in life. These days, that same message now reads “You have 240 unread emails”, goodbye to the good old days and hello to the days of spam.

It’s no wonder the more ‘modern’ means of social media and mobile marketing continue to receive our attention at an increasingly terrifying rate. With many turning away from the more ‘traditional’ email updates, newsletters and means of communication, we need to now ask the question - does this mean the end for email marketing?

Turning Readers into Customers

In fact, no it does not mean the end for email marketing, but instead offers a new opportunity to make email marketing even more powerful than ever thanks to these modern marvels.

Email Marketing is a very effective way of building a connection with your audience, as it provides marketers with a direct link from the initial stages of communicating brand awareness and building audience trust, to the final stages of sales purchase or word of mouth, depending on your final KPI’s.

This works particularly well when executed as part of an integrated campaign as this builds a holistic customer experience; a personalised, segmented and targeted campaign can create an uplift in brand awareness and drive conversions. Which is why we won’t be seeing the last of email marketing anytime soon, as it is means a more cost-effective ROI and saves a few rainforests along the way.

The 4 Crucial Components to Marketing Your Email

It’s all about making life easier for everyone and creating ready to go marketing. All day, every day existing and potential customers are bombarded with, well to put it nicely – spam! So the challenge now is to return email to its former glory; generating leads, boosting sales and building customer trust and loyalty.

There are four key components that will allow you to deliver a quality email:

  1. Personalisation – effective subject line and messaging.
  2. Compelling Copy – distinctive voice, clear, concise and skimmable copy.
  3. Images – visually compelling and relevant imagery.
  4. Call To Action – place focused CTA, using actionable language.

By creating good content, businesses have the potential to move the conversation from a professional capacity to a more personal environment. Sending targeted emails is mutually beneficial in that, the customer only receives information they will be interested in, and the sender can segment data according to their database.

This deepens your relationship with your audience as you to get to understand your database better - testing different subject lines, content format etc. everything is so track able that you can find out what your audience values most and how to inspire referrals and word of mouth.

Where To Start?

Avenue Digital have an award winning formula that combines strategy, implementation and tracking in order to achieve crucial brand engagement and increase performance for clients in order to achieve brand engagement.

Avenue Digital can manage your complete email marketing strategy or help you with any aspect of your email marketing strategy, from example template designs, to broadcasting and reporting.