This Is Personal!
The inbox is an important part of your customer's life. Here are three suggestions on how to add value to your email communications.
The inbox is an important part of your customer's life. Here are three suggestions on how to add value to your email communications.
“All email communication will be of value and personal to every customer.” This is a strong statement, but not an unrealistic one.
Email should contain content and a message that piques the interest and engagement of your customer. When you communicate with your customers, remember that your communication is a representation of your business and your brand. What’s more, the inbox is an important part of your customer’s life, a very personal place that should be treated as such.
As well as providing value, you also need to be consistent across all communication. If your messages are not coordinated across all channels (email, Facebook, Twitter), then your customer may have an imbalanced experience with your brand.
Social media is quickly impacting every channel of communication. As such, integration of social media in email has never been more important. As consumers of email, we have learned to expect a more relevant degree of communication. For example, we now receive email to get daily discounts and alerts when tickets for our favorite band are on sale or when our preferred brands are running deals. We are not as likely to tolerate receiving 10 emails because now we expect that email should be more relevant.
Here are three suggestions on how to add value to your email communications:
Browsed and clicked data, although harder to implement, can give you the biggest response return. Try versioning a component of the message based on recent website browsed data and recent email clicked data. Both sources will add value to a component of regular communication.
To get started, hone in on the top five valuable pieces of information your customer would want to receive as automated regular communication, then prioritize and schedule the order of sending the email to implement based on what will make the biggest impact.
Another tactic is to monitor replies. This practice can give you enlightening feedback while providing a good customer experience.
Our use of email has changed, and, as marketers, we have to evolve our approach to ensure high levels of engagement. Add value to email communications to provide all customers a brand experience they deserve.