Email has become an increasingly popular marketing channel. Yet, while it has the propensity to reach many, email communication has the tendency to lack that personal touch we all prefer. Earlier this month, we took a look at how marketers in the space are using email to expand their reach and connect with customers in relevant, meaningful ways so as to cultivate relationships instead of stopping them dead in their tracks.We continued the conversation with Lee Gallagher, co-author of Precision Marketing, via Twitter on Monday to discuss further observations and open the topic up for discussion using the #1to1emailROI hashtag. The tweet-up generated some great insights (in 140 characters or less, of course). Here are some highlights of our conversation just in case you weren't able to attend:
@Gallagher_Lee data drives relevancy, and relevancy drives loyalty, loyalty drives brand attachment. #1to1emailROI
Gallagher's early comment truly set the tone for email marketing as an overall topic. Because marketers now have access to so much customer data, businesses must learn from this insight in order to learn what customers want and then give it to them. By being relevant, companies open the lines of communication, thus encouraging customers to engage with their offers instead of tossing them in their trash folder. Relevance builds trust, trust builds loyalty, and loyalty fosters the brand attachment every business desires.
@ericarusticstyl If emails aren't optimized for my mobile, I stray away from. On the go, I need to be able to access data quickly #1to1emailroi
While email marketing remains one of the most popular communication methods, companies must look into creating messages optimized for mobile devices. According to Gallagher, only 22 percent of marketers are using mobile optimized email templates, yet 88 percent of consumers are reading email on their mobile device. Regardless of the offer's relevance, difficult layouts can distort the overall message, making things difficult to decipher. Though overall strategy might be your first priority, optimizing this widely used channel for an increasingly prevalent platform must be carefully considered and integrated if you intend to stay ahead of the curve.
Though email marketing may be popular and effective for most, not every company gets the same results. For Mommy Americana, email marketing hasn't made much of an impact at all. Instead, after sending out an offer, Mommy Americana follows up with a confirmation phone call two days later to make sure customers received their offer. In their first month, the company saw a 31 percent close rate as opposed to the zero percent return from email marketing. This only goes to prove that, no matter the trend, your company's strategy must be whatever best suits and engages your customer base.