Nailing email marketing with hyper-personalized and relevant content

Netcore Cloud is a globally recognized marketing technology SaaS company offering a complete stack of marketing technology solutions that help marketers deliver intelligent, AI-powered customer experiences at all touchpoints of the user journey.

Tanishq Juneja has worked with Netcore Solutions for 12 years now and has become the go-to person for email marketing solutions. Here’s a masterclass with Tanishq on setting some ground rules if you’re a business owner or marketer.

“Brands are expected to be able to deliver customer experiences at scale. So hyper-personalization is here to stay. Each user will become a segment. And when I say hyper-personalization, it’s exactly like creating campaigns, but these will be relevant to each user in their location, their habits and the way they shop. ”

“The future is how AI can help or how any of these technologies can create hyper-personalization and segment users. All of this will ultimately lead to the best customer experience, ”says Tanishq, starting with a few comments on the future of email marketing.

The evolution of email marketing

From receiving birthday emails 15 years ago to building long-standing relationships, email marketing has certainly come a long way. Brands have gone from the lot and the explosion to the curiosity of conversations and innovations. They try to offer interactive ways to interact with users through text, videos, audio and whatever sails on their boat.

Right after the pandemic, traders started using emails as a direct communication channel. Their focus shifted from conversion to conversation. They now want to establish a connection with people rather than transacting with them because a lifetime connection with a user is much more important now. Thus, brands began to pay special attention to empathetic conversations and to build a lasting network.

The best hacks for successful email marketing

“Email is not a stand-alone channel; it’s part of the marketing mix. It does not define the periphery. It is part of the overall marketing strategy. Conversion is the result of all of these strategies, ”explains Tanishq, as he talks about some of the important tips for implementing your email marketing strategy.

  • To ramp up email marketing efforts and collect a database, make sure you have a compelling subscription form on the website. Do a lot of innovation with the traffic coming from the website and the form. Make sure the reader can find the form in less than five seconds or you risk losing a potential customer.

  • Create a compelling subject line. You can have great content in an email, but it will only work if the reader actually opens the email. So how do you create a great subject line? Follow the value and cost model. Give your information only where there is more value given to you. A valuable exchange can help you gain more information than you expect. This model makes it possible to think about painful areas, to pose them, then to adapt solutions adapted to each segment.

  • Start building relationships. Don’t just focus on tactical sales content. By knowing what people are clicking on or what kind of audience is interested in what kind of products, you can start producing data driven results.

The key metrics of email marketing

There are some very basic steps that any email program should follow. For example, tracking how many emails have been sent, how many have been opened, what is the click-through rate, how many people have visited the website, how many have given up, how many have unsubscribed, how many have actually purchased the product / service, etc.

“Usually, when sending promotional email campaigns, don’t just track open clicks. Define the different stages of a user journey and define metrics accordingly. Keep an eye on who is staying in the mail program and who has moved. Most of the time, anyone can identify a reader who is about to unsubscribe. At such a time, a marketer always has the opportunity to save the relationship with instant communication. Regular analysis of key indicators helps reduce this kind of burden, ”explains Tanishq.

Hyper-personalization and its relevance

Marketing has evolved from plain text and images to full-fledged communication. The right content is sent to the right user. Email marketing is heading there as well. One of the innovations, which is happening now, is to welcome artificial intelligence (AI). Optimization can be done so as to generate an email campaign within seconds based on the past patterns of the opening emails.

“So the future of email marketing is that the likelihood of an email ending up in the inbox will only decrease. Inboxing will become more and more difficult. Thus, the AI ​​will help with the optimization. The AI ​​will read the content and predict which segment will have a high probability of engagement, ”explains Tanishq.

Today, brands are moving from sending a promotional email to creating a fantastic user experience.

“When they see my email campaign, they should love it. And therefore, they should be impatiently awaiting my mail. And if I fail this attempt even once, then I failed to create the story my user wants. Thus, the innovations will help brands create an excellent customer experience, ”adds Juneja.

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