Every single individual in the world is just that: An individual. That means they have unique interests, enjoy partaking in them at different times than others, and in many ways, human nature makes it unpredictable for us to figure out what might interest them. At least, that would be the case if not for leading-edge analytics and machine learning algorithms of the modern-day. We all want to bring out our maximum potential when running a business, but in order to achieve that, this element of human nature and unpredictability should be taken into consideration.
The ultimate email diet is achieved by developing a deeper understanding of who your customers are, what they want, and what might interest them. The best results are rendered by a tailor-made serving of content from an established library that aligns with these factors. It might not mean that they run out and buy your latest product, either – the thrill is in the discovery. By developing a connection between you and the customer, brand loyalty will do the work for you in the long run – all you need to do is keep them actively engaged. So, no more recommendations based on past purchases. No more skimming the surface when there’s a veritable goldmine of data just waiting to be harvested. Any successful business is built on successful relationships, so let’s explore some critical ways to make a few, bearing in mind the key principles of discovery, uniqueness, newness, and variety.
Stand Out from the Competition
Email is the most popular digital channel for driving revenue. It’s relatively inexpensive to get great results out of your email program, especially when paired with the right companion software to populate your emails with compelling, insightful content that appeals to each specific recipient. In order to stand out, however, bear in mind that your customers’ inboxes are likely full of unopened emails from competitors. So, what are they doing wrong? Well, the real issue is more along the lines of what they aren’t doing: Personalizing and curating content for every single customer.
Let’s Get Personal
Picture yourself operating a digital distribution platform for music or film streaming. What would happen if your customers kept receiving the same content as everyone else, with nothing new standing out to them specifically? What if they were feeling overlooked and that their interests weren’t being paid attention to? We’d bet that their subscription would come to an end real fast, and rightly so. The same principle applies to email marketing: Keep your content fresh, varied and alive. To boost CTR potential, a consolidated content library and pairing said content with the right person – not a one-size-fits-all approach – is the best way forward, particularly if you have a platform that can assist with determining which recipients will appreciate which creatives. There needs to be an emotional connection built on a mutual understanding of customer tastes and interests – not what a whole chunk of customers has in common. You have to get personal.
Hit the Ground Running
So, how exactly do you make emails shine and contribute to a healthy diet for subscribers? Well, first consider that your on-staff wordsmiths, SEO experts, and graphics wizards really act as the bread and butter of great content; be sure their hard work is optimized for maximum engagement potential! Nothing has to be thrown away after a single email, and if you’re doing this, you’re effectively wasting a ton of potential. By optimizing cadences and creatives for lasting suitability – some tagged content can remain relevant for nearly an entire year – you should be able to hit the ground running every day with a robust library that can readily be pulled from by software smart enough to connect customers to the right content. No two customer journeys are the same, so always keep that in the back of your mind when considering whether automation is the way to go (hint: it most certainly is).
On that note, don’t worry about losing valuable productivity time or misinterpreting data when it comes to automation – algorithms in software such as ours at Coherent Path are specially designed to target accurately, effectively and while better-utilizing your available resources. That way, you can navigate the competitor-ridden landscape more smoothly and get out of the trenches! Automated email campaigns are actually capable of being more focused on individual recipients, and you can reach more of them with custom-tailored promotions and copy that appeals to their interests. Curating content that is easily digestible, not pushy but legitimately interesting to specific folks while aligned with their precise tastes and habits can help establish a stronger and healthier relationship.
With modern business operations in 2020 and beyond certain to favor automation, now’s never been a better time to deliver an optimal, highly adaptive email diet to each customer– one that is compelling, engaging and featuring cadences optimized for maximum CTR potential, therefore establishing healthier connections that could become more than vague “prospects.” By personalizing the email diet for individual customers’ tastes and harnessing the power of your creatives you will drive more revenue, increase brand loyalty, and leverage customer interactions for optimized future targeting!
Who says diets are a bad thing? We sure don’t!