Tag: personalization

How to Effectively Engage Your Audience Through Email Marketing

Gone are the days of Spray and Pray email marketing. You cannot do those once customary ‘Email blasts’ to every subscriber on your contact list. The email marketing landscape has changed rapidly, thanks to the ever-increasing demand for personalized messaging. Striving for higher subscriber engagement is the primary reason behind this transition. However, things are not as simple as they seem to be since subscriber engagement is about sending the right message to the right message person at the right time.

As per a recent report by Campaign Monitor, “Increasing customer engagement rates was the most important goal for 58% of marketers and the most significant barrier for 44% of marketers.” These numbers show how much customer engagement means to email marketers and how crucial it is to enhance it.

Hence, I have compiled a few of the most effective tactics that you can pursue to take your subscriber engagement rate through the roof.

Dynamic and storytelling content

‘Content is king,’ and content hasn’t earned that title just like that. For any communication, be it personal or professional, communication is the soul, which stands true for email marketing. Weaving storytelling content in your emails would immediately elevate their online experience. They would be hooked from the get-go. However, it is some extra effort to sync your storytelling and branding together, but it is subscriber engagement you are aiming for, so you go to give it everything.

You can feature value-added content in your storytelling, such as news, tips, customer success stories, tips, and much more. As per a Forbes report, “millennials no longer become engaged through pure ads.”

When you strike the right chord with the subscribers, your engaging content will start impacting the sales as well. Connecting with people at a personal level leaves a profound impact on their buying behavior, and if executed right, it can do wonders for your brand.

If you are also looking to enhance your email campaign’s engagement appeal, then look no further than Mailchimp email experts or Marketo certified experts. They are the best in the business of taking your email marketing endeavors to the next level.

Impactful subject lines

On average, 121 emails are being received in every inbox each day. That’s a lot of emails, irrespective of whether they are personal, professional, and promotional. Now, in this sea of emails, the subject line is the deciding factor if your emails would be opened or will be another forgotten message that was never read in the first place.

It’s imperative to create subject lines that make a substantial impact on the readers. They will appeal to them and boost your engagement rates. A well-crafted subject line is short, tempting, and descriptive. You can go for different tonalities such as personal, informational, how-to, etc. Inserting emojis in subject lines is clever since they promise higher CTRs.

Here is a good example of how a precise subject line can set the right premise for your email. The subject line for Postable’s email says, “Refer your friends and get $$$.” The messaging is to the point clear, and hence, the recipient knows exactly what to expect once they open the mail.

Source: Really Good Emails

Personalized emails

A Campaign Monitor report found that “improving email personalization was the number one goal for 38% of marketers and was also the number one challenge for 36% of marketers.” To achieve personalization in your email marketing campaign, you can practice marketing automation, email list segmentation, and even third-party integrations.

Striking that chord with the recipients is easier if the content you serve them is relevant to them and as per their interests. Personalization doesn’t stop at just adding their name in the subject line. Instead, you can engage with them in even more ways, such as writing first-person emails and more. The plan is to give them a feeling that you understand your email subscribers and value them.

The following email template example depicts the point I am trying to make. When a subscriber sees the recipient’s name at the outset, they will trust you more, which would lead to much higher engagement. This email sounds more like a well-thought letter than a robotic email that you and I already receive truckloads of on a daily basis. Hence, a personalized email is a perfect start to have a loyal and engaging subscriber base.

Source: Really Good Emails

Segmentation of your email lists

Personalization gets you higher subscriber engagement, and nothing comes closer to personalization than segmenting your target lists. As email marketers, we create so much content that we sometimes forget diversity amongst our respective user bases. Information that’s relevant to one subscriber might be redundant for another. A great way to serve both of them is by segmenting your email list and creating specific personalized content based on that.

For example, if you experience low usage rates, then sending out re-engagement emails to engage inactive customers would be the best thing. For a more consistent customer, you can update him about the upcoming deals and offers.

The big takeaway here? In the end, customer engagement is decisive to customer acquisition and eventual customer retention. However, before trying to engage with them, it’s better to understand them first. It’s indispensable to have an understanding of who your customers are, what they prefer, or what’s the best way to connect with them.

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The post How to Effectively Engage Your Audience Through Email Marketing appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/12/how-to-effectively-engage-your-audience-through-email-marketing/

Building Relationships and Strengthening Brand Loyalty through Personalization: Tips from Collective Bias, an Inmar Platform

Only 22 percent of shoppers are satisfied with the level of personalization they currently receive from businesses despite 80 percent of brands feeling they meet customer expectations “extremely well.”

This discrepancy has resulted in a whopping 75 billion revenue loss for companies every year — but there is an upside: with this void, there is a huge opportunity for traditional companies to start connecting with their consumers on a more personal level to build relationships and strengthen brand loyalty.

Join SMW Insider to watch this #SMWLA session

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During a #SMWLA panel hosted by Leah Logan, Vice President Media Products Strategy and Marketing, Collective Bias, an Inmar platform, representatives from Facebook, HP, and Coty sat down to explore how brands are using data to personalize their communications and why personalization is so important in competing in today’s D2C space.

Personalization = product + loyalty + customer service

Targeting outreach is important when it comes to starting a conversation, but a lot of the focus for businesses is on is supporting the entire purchase journey.

Stated differently, we must think of modern brands in the context of a service, not necessarily the product or commodity it’s delivering. Attributes and level of quality are givens; it’s how you’re going to serve the customer and communicate how you’ll meet their needs that is key to success. Put into a simplified equation: personalization = product + loyalty + customer service.

This notion was echoed across the panelists’ definitions of what personalization means to them in the context of their companies and specific roles.

  • “Personalization is finding out about your customer, their problems, and solving them,” said Austin Ratner, Affiliate + Partnerships Marketing Manager, HP
  • “Personalization is the right product at the right time with the right message built into the right channel…Consumers are expecting brands to add value beyond their product offering,” said Jess Chu, Brand Manager, Fragrance, Coty
  • “Personalization to me is making sure I’m getting stuff that matters to me 100 percent of the time,” said Asher Rapkin, Director, Global Business Marketing, Messenger and Emerging Platforms, Facebook

Adding value through data

Brands are using data primarily to shorten the distance between the consumer and their particular objective, and in turn, introduce a unique value-add to the overall experience.

Chu introduced the example of Johnson & Johnson’s Zyrtec team, which tracks a variety of data points in the backend even before the need — in this case allergies — is identified. They then deliver their messaging based on a person’s geographic location and what the pollen count is for that area.

Utilizing data should be less about segmenting audiences and more about “how do we let a consumer raise their hand and say, ‘I’ll tell you what I’m looking for, and if you can utilize the knowledge you have to deliver the thing that will be most useful, then you have met my expectations,’” said Rapkin.

Leveraging new tools & emerging tech

Meeting consumer objectives directly and accurately was a unanimous theme raised by the panelists when discussing the use of new and emerging technologies.

Instead of using technical jargon, HP describes their computers in a user-first perspective so that their customers can easily choose a laptop that works for them.

Similarly, Facebook’s approach tries to distill down what exactly it is the individual is ultimately trying to achieve by employing an objective-driven approach to utilizing new technologies.

“Whether this is done through a mobile app, a website, an ad unit, or in a virtual world, whichever is the most effective emerging technology is the best technology to meet the goal, regardless of novelty,” Rapkin stated.

The convergence of content & commerce

Influencer partnerships can help brands get consumer feedback on their products. Give your influencers campaign goals and seek feedback frequently. Make it a conversation.

In this way, you can compress distance and more successfully take feedback to heart and incorporate it in a way that will be viewed favorably amongst your target audiences.

“We think of influencers as brand advocates in the sense that we want them to be able to talk about how our products fit into their life authentically. We never want them to push a product just because,” Chu explained.

In the fragrance world, this is beneficial to consumers especially because choices are keenly reflective of a person’s lifestyle. Is this for me? Is it recommended by someone I trust and who knows me? These are all questions that closing the loop between a person’s point of discovery and point of conversion can address.

By being connected through social commerce in this way, “we can shorten the path to purchase and get it to consumers in their hands in a very frictionless way,” she added.

Advice to traditional brands in competing with D2C competitors

  • Focus explicitly on the opportunity or the problem; not the experience first
  • Diversify your choices and solutions
  • Don’t be deterred by the need to “catch up”

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH OUR 2019 PROMO

The post Building Relationships and Strengthening Brand Loyalty through Personalization: Tips from Collective Bias, an Inmar Platform appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/building-relationships-and-strengthening-brand-loyalty-through-personalization-tips-from-collective-bias-an-inmar-platform/

Building Relationships and Strengthening Brand Loyalty through Personalization: Tips from Collective Bias, an Inmar Platform

Only 22 percent of shoppers are satisfied with the level of personalization they currently receive from businesses despite 80 percent of brands feeling they meet customer expectations “extremely well.”

This discrepancy has resulted in a whopping 75 billion revenue loss for companies every year — but there is an upside: with this void, there is a huge opportunity for traditional companies to start connecting with their consumers on a more personal level to build relationships and strengthen brand loyalty.

Join SMW Insider to watch this #SMWLA session

Subscribe

During a #SMWLA panel hosted by Leah Logan, Vice President Media Products Strategy and Marketing, Collective Bias, an Inmar platform, representatives from Facebook, HP, and Coty sat down to explore how brands are using data to personalize their communications and why personalization is so important in competing in today’s D2C space.

Personalization = product + loyalty + customer service

Targeting outreach is important when it comes to starting a conversation, but a lot of the focus for businesses is on is supporting the entire purchase journey.

Stated differently, we must think of modern brands in the context of a service, not necessarily the product or commodity it’s delivering. Attributes and level of quality are givens; it’s how you’re going to serve the customer and communicate how you’ll meet their needs that is key to success. Put into a simplified equation: personalization = product + loyalty + customer service.

This notion was echoed across the panelists’ definitions of what personalization means to them in the context of their companies and specific roles.

  • “Personalization is finding out about your customer, their problems, and solving them,” said Austin Ratner, Affiliate + Partnerships Marketing Manager, HP
  • “Personalization is the right product at the right time with the right message built into the right channel…Consumers are expecting brands to add value beyond their product offering,” said Jess Chu, Brand Manager, Fragrance, Coty
  • “Personalization to me is making sure I’m getting stuff that matters to me 100 percent of the time,” said Asher Rapkin, Director, Global Business Marketing, Messenger and Emerging Platforms, Facebook

Adding value through data

Brands are using data primarily to shorten the distance between the consumer and their particular objective, and in turn, introduce a unique value-add to the overall experience.

Chu introduced the example of Johnson & Johnson’s Zyrtec team, which tracks a variety of data points in the backend even before the need — in this case allergies — is identified. They then deliver their messaging based on a person’s geographic location and what the pollen count is for that area.

Utilizing data should be less about segmenting audiences and more about “how do we let a consumer raise their hand and say, ‘I’ll tell you what I’m looking for, and if you can utilize the knowledge you have to deliver the thing that will be most useful, then you have met my expectations,’” said Rapkin.

Leveraging new tools & emerging tech

Meeting consumer objectives directly and accurately was a unanimous theme raised by the panelists when discussing the use of new and emerging technologies.

Instead of using technical jargon, HP describes their computers in a user-first perspective so that their customers can easily choose a laptop that works for them.

Similarly, Facebook’s approach tries to distill down what exactly it is the individual is ultimately trying to achieve by employing an objective-driven approach to utilizing new technologies.

“Whether this is done through a mobile app, a website, an ad unit, or in a virtual world, whichever is the most effective emerging technology is the best technology to meet the goal, regardless of novelty,” Rapkin stated.

The convergence of content & commerce

Influencer partnerships can help brands get consumer feedback on their products. Give your influencers campaign goals and seek feedback frequently. Make it a conversation.

In this way, you can compress distance and more successfully take feedback to heart and incorporate it in a way that will be viewed favorably amongst your target audiences.

“We think of influencers as brand advocates in the sense that we want them to be able to talk about how our products fit into their life authentically. We never want them to push a product just because,” Chu explained.

In the fragrance world, this is beneficial to consumers especially because choices are keenly reflective of a person’s lifestyle. Is this for me? Is it recommended by someone I trust and who knows me? These are all questions that closing the loop between a person’s point of discovery and point of conversion can address.

By being connected through social commerce in this way, “we can shorten the path to purchase and get it to consumers in their hands in a very frictionless way,” she added.

Advice to traditional brands in competing with D2C competitors

  • Focus explicitly on the opportunity or the problem; not the experience first
  • Diversify your choices and solutions
  • Don’t be deterred by the need to “catch up”

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

WATCH OUR 2019 PROMO

The post Building Relationships and Strengthening Brand Loyalty through Personalization: Tips from Collective Bias, an Inmar Platform appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/building-relationships-and-strengthening-brand-loyalty-through-personalization-tips-from-collective-bias-an-inmar-platform/