"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:
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.
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Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
Matt Hayes is the director of services strategy at Lyris. With experience in the e-mail industry both in the U.S. and in the U.K., Matt has deep knowledge and experience working with clients in the strategy and development of welcome programs, lifecycle campaigns, list retention and growth, Web behavior segmentation, and e-mail design. Matt started his e-mail career at a U.K. agency that became Lyris UK and was instrumental in managing e-mail marketing campaigns for some of the biggest brands in the U.K. Matt's background is specialized in high-end fashion retail where he set up revenue-driving campaigns. In 2009, Matt moved to San Francisco to manage a team of campaign specialists and drove e-mail marketing strategy for clients in the U.S.
March 19, 2014