Try this on for size: forty two percent of consumers say that the best way to receive ads for sales and specials is via email. That means that the most important thing we can do as marketers, is give recipients a reason to open our messages. Why? Because on a daily basis, US consumers interact with about 11 brands through this channel, and we should deliver.
The thing about today’s customers is that they’ve become smarter about filtering messages that interest them versus messages that they simply don’t care for. They want to be treated as though they are engaging in a one-to-one conversation, interacting as though their needs and preferences are targeted and messages are personalized.
This is why the days of “blast and batch” emails are long over. If you want to ensure that your messages aren’t being hit with the delete key before being opened, stop sending generic, unfocused messages. This paper will take a look at the reasons why Best-in-Class performers are succeeding and how they are doing so with the right email marketing provider.
Best Practice Tip: Creating Valuable Content
The key to effective customer engagement is creating content that is relevant to the customer. If it’s relevant to everyone, there’s a good chance that the message is watered down, and therefore, lacks value. And without value, there is no viable solution for the customer.
Below is a list of the top 5 reasons why you need a Marketing Automation platform (MAP) with built in email marketing tools.
1. Relationship Building
Relationship building should be the number one priority in all email marketing activities, according to David Goehst. It’s the essence of converting subscribers into customers and a way to lead them into the buying processes of future product offers.
2. Real-Time Communication
Reaching the right customer when they are most susceptible to your message is the key to optimizing email marketing performance.
3. Quick and Easy
MA enables marketers to work with a simple and fast email marketing tool that works to transform the way organizations communicate with their audiences. In just a matter of minutes, marketers can create, automate, test and send emails to recipients.
From creating and sending out beautiful, personalized campaigns, marketers that use MA discover that they can transform the way they take care of their marketing processes for good.
When compared with other forms of direct marketing (direct mail or telemarketing), MA is a more cost-effective choice. In 2013, there were 3.6 billion email accounts, and by 2016, this number is expected to reach 4.3 billion .
Because email marketing is such a viable part of an effective marketing strategy, it continues to play an important role for Best-in-Class performers.
This article first appeared on Active Demand, and is being used with permission by David Goehst. You can read the original there.