Email marketing is constantly changing – evolving to accommodate the newest advancements in technology. How consumers interact with your emails is changing, and we want to keep you ahead of the curve.
In this series, we’ll be addressing some of the latest technologies in email marketing and profiling companies specializing in each. Marketing is about real-time personalization. We’ll be discussing ways in which you can deliver a customized experience for each viewer from start to finish.
As people engage with your brand, on your website, in a newsletter or campaign, they leave behind information with each interaction. This information tells us about their interests and preferences. Here are some tools you can use to customize your emails, and create a unique, real-time experience for your target audience.
Dynamic Content
Dynamic content is a term for the aspects of a website, ad, or email body that change based on the interests or past behavior of the viewer. It creates an experience that’s customized specifically for the visitor or reader at that moment.
Relevancy is all born from information. Not just demographic and contact information, but saved information about the materials that have mattered to a particular lead or customer across their relationship with your company. That data then fuels the technology and set of rules that assigns the right content to the right person at the right time.
Companies like Movable Ink and Power Inbox are harnessing the power of dynamic content in innovative ways. Pull in personalized, live and streaming content directly from a public or authenticated website. Include a real-time countdown for a promotion. Allow your viewers to track packages within the email. Utilize location, weather, and other live components to deliver a unique message having each subscriber wanting more. In the next installment, we’ll discuss how you can leverage the data gathered from your interactions with your audience to deliver laser-targeted content to keep your viewers clicking through!
Take Action In Email
We previously mentioned including package tracking within the email. This dynamic feature leads us to our next technology – taking action in email. It’s a tall task to keep a subscribers’ attention. Why would direct them somewhere else if you didn’t have to? Allowing viewers to take action within the email not only keeps their focus on your brand, but it also eliminates the distraction of being redirected to a website, landing page, etc. Time is a valuable. And convenience is a discount. Stay tuned as we profile how companies like Rebel Mail are making things convenient for consumers with seamless ecommerce integration in your email marketing.
Subject Line Technology
The subject line is the first impression your email makes. New technologies provide some keen insight as to how you can make a lasting impression on your viewers. Think of your subject line as the elevator pitch of the inbox. You have a limited amount of time and space to captivate your audience. Not to mention the elevator is very crowded and noisy. You have to stand out. And sometimes it’s not a matter what you’re saying – it’s how you’re saying it. Virtual subject line services, like Touchstone, will simulate your database and test for open, click, and delivery rates. Companies like Persado and Phrasee take it a step further and recommend subject lines to optimize your open and click ratios. They employ algorithms that generate precise word combinations to inspire your audience to act.
Product Recommendations
Product recommendations can increase customer engagement and retention. To achieve customer retention goals, it is critical for retailers to engage their audiences through customized marketing content. Online retailers can no longer rely on a one-size-fits-all approach to email marketing, as today’s consumers demand a personalized experience. Instead, retailers must gather, analyze, and apply data from customers’ online interactions and purchasing activities to create messaging tailored to where each individual is in the customer lifecycle.
You can create an engaging buying experience and increase brand loyalty with the use of product recommendations based on individual customer’s interests and actions. By offering personalized marketing content like behavior-based product recommendation emails, retailers can see increased engagement and conversions, such as substantial open rates and ROI.
Triggered emails. Triggered lightboxes. Triggered data. It’s all about timing when it comes to recommending products. We’ll be exploring the features of companies like 4cite, Rich Relevance, Sailthru, Maropost, and Listrak, as we continue our discussion on product recommendation technology.What’s Next?As we continue to follow the evolution of email marketing, we attempt to keep pace. The details are important. So, what we’re going to do is break down each of the highlighted technologies a bit further.Next up: A Deeper Look At Dynamic Content.
