Eight Ways to Optimize Your Email Marketing Automation

JENNA TIFFANY | March 12, 2019

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Automation isn’t all about gleaming robots on factory floors. You’ll have heard about some of the stunning email automation solutions out there right now – there’s some amazing stuff on offer. If you haven’t already, it’s well worth automating at least part of your emailing process. Automated email messages have a 5% higher open rate and 152% more click-throughs than standard messaging 60% of marketers choose automation as one of the three most important attributes of an email technology solution.Sounds good, right? And it is! But, you do have to put some work at your end as well! It’s not good enough to just plug in some automated software and sit back. To really make the most of your new ‘bot help, you need to optimize. Here’s how: According to a recent Ascend2 survey, 64% of marketing professionals consider an overarching strategy to be THE most important aspect of any campaign. So don’t even go near your automation program before you’ve done some serious strategic thinking.

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OpusCDM is a brand development and marketing communications firm based in Bangalore. We combine mainstream advertising and digital marketing, pure creative design-thinking and consulting.

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Retail lessons: how to retain brand trust and value with a digital only presence

Article | May 12, 2021

It has been over a year since retailers were forced to temporarily shut their doors or put in place restrictions to limit the in-store experience. Now, as we return to some semblance of normality, it’s essential that trust and brand value are retained for those operating a digital-only presence. In this article, Nate Burke, CEO at Diginius, discusses how brands have effectively kept customers engaged, consequently building trust and brand value in the process, and what techniques to use while navigating the next steps of the pandemic. Retail return As I write this, physical retail and outdoor hospitality are feeling a little more rejuvenated after welcoming customers back. My inbox and notification centre are full of alerts from brands offering high street discounts and incentives for scanning an app in-store. This is a prime example of how fast and timely brands need to be in order to capture their customers’ attention when trends and circumstances change. It’s also a great example of how essential communication and marketing techniques are in building trust and creating brand value. While I might not be one to rush back to high street stores so soon, I do feel reassured and excited by these messages. And nothing could be more important at a time like this. It’s a reminder that these shops are still there and are prepared to welcome customers back in. After all, if they’ve had time to plan and create a whole marketing campaign around the event, I can only hope their efforts towards a safe reopening have been given just as much thought and attention. Digital tactics like those mentioned above have only ramped up during the course of the pandemic, where remote communication and at-distance offerings have been the only touch points between brands and consumers. And of course, this hasn’t been without challenge. Digital-led trust It’s human nature for us to trust and find greater value in something we can see for ourselves in person. Traditionally, brands have been able to create this through in-store experiences where customers know they can see products and services in action and are able to interact with staff and experts should there be any concerns. While digital channels do offer their own set of benefits, meeting these innate human needs is not one of them. So, in a bid to retain consumer trust amid the uncertainty of forced closures, measures and constantly changing restrictions, we’ve seen a number of effective strategies from brands. Regular push notifications and email communications just scratch the surface. These tactics are a great way to generate instant response, whether it’s a brand reminder, an update on important changes or simply an alert of a new deal in an attempt to drive website traffic. By now, it’s a known fact that personalised messages generate better results. And these forms of digital communication can certainly be personalised with little effort on the brand’s part. Whether it's a mass email with a tailored first name field, or an app alert that is sent as a restriction lifts - both feel personal and as though they have been sent by a real individual who knows who you are and understands the context of a situation. But today’s customers need and expect more. These tactics have been used for years, and the sensitivity of the pandemic has called for a more human approach in terms of marketing and customer service. And that’s exactly what many successful brands have been doing. In-store online While driving traffic to a website is important, it’s the service on offer once a customer lands on a page that makes the difference when it comes to building trust and brand value, and ultimately, converting. It’s all about translating the human in-store experience online. For example, we’ve seen greater focus and uptake in live chat features on websites, with this now being an expected function for over half of consumers. Through such features, customers expect to be able to talk to a real person on the side of the screen who is able to understand their queries and responsively provide a solution. Companies such as Currys PC World have taken this one step further, and now offer a ‘Shop Live’ feature that enables customers to video call a real sales representative who can help them with their purchase. In this way, brands are able to bridge the gap between themselves and their consumers, even in a time of social distancing. And as a result, are able to retain trust, while also adding value to their brand through the out of the box and supportive offering. Other tactics have included offering incentives that encourage repeat purchases. For example, many online retailers offer unlimited next day delivery subscription services, whereby a one off higher yearly fee provides access to a year's worth of free delivery. With the delay between placing an order and it then arriving, as well as delivery fees being some of the biggest deterring factors from online purchases, the incentive has been incredibly effective in increasing loyalty. That feeling of the brand also offering you a better deal is also a great way to build trust, so even though a brand might be increasing the cost it incurs for delivery, the value of a repeating customer and their advocacy hold much more weight. In this sense, it’s all about how a brand and its offerings are perceived by customers. And another sure fire way of improving brand perceptions is through PPC tactics. Anyone operating in ecommerce knows how competitive the market is. Ensuring your brand is seen above competitors is key in driving awareness and trust, as ultimately, a higher ranking and greater visibility reflect positively on a brand’s trustworthiness. Data-led insights Clearly, there are a number of ways in which businesses can adapt and improve their offerings in order to encourage trust and add value. Of course, implementing all of these changes will be wasteful for budgets and not necessarily effective for every brand. Therefore, it’s important that you understand your market and customers, which can prove a challenge as things continue to constantly change as they have been. But a solution may not be too hard to find. Insight software has advanced just as fast as these markets and customer behaviours. Therefore, with the right tools on your side, you can monitor shifts in the market in real time and adjust your offerings in response. For example, if data shows you receive more website traffic at certain times, it may be an option to increase the number of customer service staff operating the live chat function during those periods in order to minimise waiting times and improve customer experience. These tools can also help you decide which channels to focus PPC efforts on depending on those your customers visit most often. Using this data, you can then allocate budget accordingly, ensuring wasted spend is minimised while results are maximised. For example, during the pandemic, the figures were showing a greater uptake in use of marketplaces such as Amazon, as well as social commerce channels, including Instagram. If businesses understood this in real time, aided by collaborative commerce software such as VTEX, they may have been able to optimise their performance by increasing their PPC activity and consequently, visibility and status on such platforms. Real-time communication Ultimately, commerce is facing a period of significant uncertainty that is having an effect on both customers and businesses alike. Regardless of whether stores are open or closed, customer behaviours and needs are constantly changing to keep up. And brands need to understand that how they communicate their messages and offerings is vital in retaining trust and brand value. It’s evident that a humanistic approach is prevailing, as that is one thing that will never change. But as digital channels take centre stage, it all comes down to how a brand is able to translate its personable approach online. While there are a number of innovative methods brands are using to appear more human on online channels, using the tools and data available is key to ensuring activities help rather than hinder a business. And in this way, not only will brands be able to retain trust and brand value, but they will be building on it too.

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What is a tribe and why does it matter for digital marketing?

Article | May 12, 2021

Let’s be honest: There’s a lot of noise online. As a brand, you have more than one competitor and it can feel like an uphill battle to be seen. You know the power of social media, but your audience’s feed is curated by an algorithm. This can be incredibly frustrating for lifestyle brands and, really, any brand out there today. But there may be a way to make this reality work for you: tap into a tribe. As author and entrepreneur Seth Godin put it, “A tribe is a group of people connected to one another, connected to a leader and connected to an idea.” Tribes are groups of people who align with a similar lifestyle, similar values, similar interests. They might even go so far as feeling like a subculture—think of Harley Davidson owners. The people who ride those motorcycles recognize each other’s status, dress similarly and even create “gangs.”

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COVID-19 Is Changing Behavior on Social Media for Both Brands and Users

Article | May 12, 2021

People are staying at home and have plenty of time to consume content; we’re even seeing that the times people are consuming digital content is spread across the day. As a result, the supply is significant, and in addition to that, brand’s advertisement budgets are being cut. That’s shifted the balance of the marketplace. On the positive side, data from parts of Asia, where the virus has diminished, show a rebound in advertising as workplaces have begun to re-open.

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Top 10 Customer-centric Ideas to Scale Your Business

Article | May 12, 2021

Customer centricity is a process of knowing your customers’ requirements, perceptions, and demands. Customer centricity means keeping your customer on your utmost priority while creating any promotional activity. While creating marketing strategies, you can’t ignore your customers as your ultimate goal is to make them happy. So, let’s take a look at some of the most effective strategies to enhance the experience of your customers. Why Are Customer-centric Strategies Indispensable? According to CEI Survey, approximately 86% of consumers are enthusiastically ready to pay more for a better customer experience. Therefore, customer-centric strategies are highly advantageous to increase a brand’s identity and delivering positive ROI. It provides a remarkable experience to your target audience and persuades them to promote your products or services. Keeping your customers on center and making them happy is a time-consuming process that requires perseverance and calculated planning. So, let’s dive deep into how to create successful customer-centric strategies. Best Ways to Create Successful Customer-centric Strategies Let’s understand how to enhance customers’ experience. Here are vital steps to create effective customer-centric strategies. Data Collection of Customers’ Feedback To run a successful campaign for your brand, you need to communicate with your customers frequently. Therefore, collecting different data through chat, emails, SMS, phone calls, message boards, etc., regarding customers’ feedback will help you provide an incredible experience to your customers and improve your marketing tactics. Promote UGC (User-generated content) Once you focus on UGC, it will automatically enhance brand credibility and brand recognition. Customers enthusiastically participate in UGC and share their views. It also boosts social media metrics and helps you do online marketing better. Introduce Offers and Prizes Introducing exciting offers and prizes is always helpful. It attracts their attention and convinces them to buy your products or services. However, the best part of introducing offers and prizes is receiving unexpected audiences’ responses. You can offer discounts, prizes on sales and convert your audience into long-term customers on a particular occasion. Implementation of Content Intelligence With the help of content intelligence, you can create unique and engaging content. It helps in different marketing purposes such as brand awareness, brand credibility, boosting sales, enhancing customers’ experience, etc. Many marketers believe that content is the crucial part of influencing the target audience. Therefore, content intelligence is a highly advantageous medium to create persuasive, engaging, effective, and relevant content. Adoption of Advanced Technologies Without technologies, your marketing efforts are ineffective. Prominent brands constantly evolve their marketing approach with advanced technologies. You can make your marketing efforts fastest, productive, and result-driven by adopting advanced technologies such as artificial intelligence, programmatic advertising, machine learning, augmented reality, etc. Connect with your Audience on Multiple channels There are different platforms or mediums to connect with the audience, such as Facebook, Twitter, Instagram, email marketing, etc. These platforms will assist in finding a diverse audience, boosting conversion rates, and making you stand out from competitors. Follow the Statistics Different leading market research companies conduct profound research to discover valuable and relevant information. By focusing on those researches, you can improve your marketing tactics and understand competitive analysis. Analyze KPIs (Key Performance Indicators) KPIs play a crucial role in the growth of an organization. It is about tracking the progress of your marketing efforts in terms of every aspect. KPIs provide detailed information about your team, marketing strategies, sales strategies, products strategies, and much more. It also helps in finding your loopholes and strengthens your marketing efforts. Here are some common marketing KPIs that can help improve your consumers’ experience, such as Customer Acquisition Cost, Customer Lifetime Value, Digital Marketing ROI, Social Media Traffic, etc. Personalized Marketing Customers have different queries or problems, and they need instant solutions. Therefore, personalized marketing is the appropriate option to grab their attention by providing the quickest and personalized approach. Resolving your customers’ issues quickly and appropriately increase brand loyalty, engagement and build robust connections with them. Innovative Approach Approaching the target audience with innovative ideas attracts them towards your brand and compels them to know more about it. Owing to audience diversification, it becomes easy to create engaging & appealing content. You can influence them with your creative ideas by providing them value-driven content. Final Thoughts Customer-centric strategies are much more powerful to give your optimistic results. Prominent marketers believe that customer-centric approach is one of the best ways to enhance the Google visibility as it enhances the engagement of the audience.Implementing the above tips about customer-centric strategies can accelerate your growth and gain innumerable business outcomes. Frequently Asked Questions What is the secret formula for scaling your business? Defining objectives, keeping customers on center, evaluating KPIs, adopting advanced technologies, and improving the quality of the products consistently help in scaling your business. What are the top customer-centric marketing tools? To enhance your customer-centric marketing approach, here are some marketing tools such as Google Marketing Platforms, Hootsuite, PopSurvey, Quintly, etc. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is the secret formula for scaling your business?", "acceptedAnswer": { "@type": "Answer", "text": "Defining objectives, keeping customers on center, evaluating KPIs, adopting advanced technologies, and improving the quality of the products consistently help in scaling your business." } },{ "@type": "Question", "name": "What are the top customer-centric marketing tools?", "acceptedAnswer": { "@type": "Answer", "text": "To enhance your customer-centric marketing approach, here are some marketing tools such as Google Marketing Platforms, Hootsuite, PopSurvey, Quintly, etc." } }] }

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Opus CDM

OpusCDM is a brand development and marketing communications firm based in Bangalore. We combine mainstream advertising and digital marketing, pure creative design-thinking and consulting.

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