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Email marketers need to adopt a new school approach which incorporates all the interactive power channels, says Simon Robinson, Senior Marketing and Alliances Director, Responsys EMEA
As an established, ubiquitous, interactive and inexpensive channel of engagement, email is one of the most popular delivery channels since it can be used to contact customers with relevant information at the optimum moment. To ensure that consumers receive relevant and timely emails, we recommend marketers set-up preference centres and encourage customers to share their interests. Data gleaned from preferences helps marketers to segment consumers according to their past behaviour and implement test and learn strategies that show the content users respond best to and the type of information that will get disengaged customers back into the fold.
Preference centres also act as a successful way to gain a customer’s permission to contact them with information across other channels. At a time when social media is a buzz word, m-commerce is rapidly evolving and email is one of the most used delivery channels, marketers are adopting a new-school marketing approach that incorporates all the interactive power channels - email, mobile, social and the web. Email can no longer be used in isolation, and must be used as part of a cross-channel marketing approach. Brands are increasingly using email to run 'join' or 'share with your network' campaigns to attract email subscribers to social media pages and share email content. With some subscribers viewing emails on their mobiles, marketers are also recognising the importance of providing mobile-friendly versions of websites and emails to increase the relevance and success of campaigns.
Marketing to today’s cross-channel consumer demands a more nimble approach and email has become a killer outbound channel for marketers because of its ability to raise brand awareness, increase conversions and drive traffic to other channels in the customer lifecycle. However, for campaigns to be truly successful, email must remain at the heart of a holistic marketing strategy to drive engagement with the brand.
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