4 Big Reasons Why Smart Email Marketing is the Future
Email marketing is the highest performing channel in terms of pure return on dollars spent. The email channel is ideal for delivering 1:1 messaging at the perfect time. Or for collecting data on subscribers over time, which then allows you to fine tune both your email and overall marketing strategy.
In that sense, it’s an invaluable channel, but what about smart email marketing? Often as marketers we rely on what worked last year or the last time we sent an email, rather than taking full advantage of the power of the email channel.
What’s known as smart email marketing is how we get to know customers at a more personal level, thereby strengthening relationships with them through the development of mutual trust and understanding. Contributing to a unified brand and improved customer experiences, the process involves the individual personalization and targeting of a brand’s email sends, which can number in the millions or more.
With the right solutions, such as an adaptive machine learning platform, you can make data-driven, informed decisions that affect multiple channels through iterative, customer-facing changes. Today, let’s explore why smart email marketing is conducive to improved operational efficiency, tangible results, and bolstered ROI — in other words, why it’s the future.
Optimized Workflows and Email Production Processes
The great thing about email marketing automation is that, with the right technology in place, planning and segmenting your sends is anything but a hassle. Data-driven decision making is the key driver of this newfound efficiency, eliminating any burden while enabling you to better allocate resources and time. Everything from the mockup to approval processes for each individual email benefits from personalization achieved through the automated selection of relevant content, right down to the best timing and frequency in correlation with recipient behavioural data. Modern systems can even mix and match creatives as needed, utilizing modular email templates to create millions of truly unique emails, each tailored to cater to one specific user.
Maximize Email ROI and Revenue Goals
Since personalized emails can generate transaction rates that are up to six times higher, with each data-driven and personalized send, your ROI potential increases. There’s a much higher likelihood of these users becoming not only potential leads but longtime retainers if they’re consistently fed content relevant to them, and at the right time. With that predictive element necessary for success, adaptive machine learning is the best way to go since it recycles content and redirects it into more appropriate sends. The pieces are always moving and nothing is left to stagnate, so Cindy won’t be getting emails every week about new shoes when she’s already bought a pair. This helps to extend the shelf life of archived content through more effective implementation.
A Stronger, More Resilient Brand
Since these smarter sends are directing content to recipients who will be more receptive to it, a stronger connection with your brand is established from the get-go. For retailers, especially during difficult times such as these, retaining as many customers is of critical importance; there’s a need to consistently prove that you deserve their loyalty, achieved through listening and producing thoughtful content. Smart email marketing is also essential to maintaining engagement and generating interest in new products and, with solutions such as those by Coherent Path, there are many special tools in place to help protect brands — even if their campaigns are optimized through machine learning or automated. This is achieved through a special set of rules that can be tinkered with to suit your needs. Plus, you have the freedom to decide just which aspects of an email are static or personalized, speeding up the sending process while maintaining a human and approachable tone.
A More Personalized Customer Experience
80 percent of customers don’t just appreciate personalized service; they expect it. Brands that are willing to deliver are typically rewarded with longtime loyalty and retention, not to mention positive buzz. This is the most competitive advantage of smart email marketing; it’s not just a trend but the new standard that your established audience wants. If you can harness critical data and use it not only to your advantage but to theirs, you’d best take advantage of the opportunity before someone else does! Of course, automation-enhanced sends go beyond next-step segmentation or personalization; they enable for a completely unique, special journey for each customer. Don’t be afraid to delight, inspire, entertain, and excite them — be afraid of blasting them with the same copy-paste messaging that doesn’t dig beneath the surface level of who they are. Avoiding superficial sends and investing resources in personalized recommendations and content is the best thing you can do for your business online.
By adopting smarter email marketing practices and arming yourself with the latest in automated machine learning innovations, your next email send just might be your most successful.