Email Marketing: Why It Works For Customers & How To Get Yours Right
In this guest post, Carl Chambers, regional director for email tech firm Adestra, says 44 per cent of Aussie businesses don’t have an effective email marketing strategy. If that sounds like you then Carl’s pearls of wisdom are a must-read…
Email marketing is one of the oldest methods of marketing. Through its maturity, it brings wisdom, proven ROI and innovation.
Yet our ever innovating market has seen email marketing become a sub-focus in favour of newer, younger, and experiential marketing methods. Email marketing gives you the ability to talk directly to an already responsive audience – I mean, they’ve already signed up to your database or purchased something from you before, right?
Ensuring email content is always timely, fresh and exciting is the core of a successful strategy. Yet alarmingly, 44 per cnet of marketers believe their business lacks an effective email marketing strategy.
The Australian consumer is savvier than ever before, organisations have the power to tap into these customers through creating and using dynamic content in their email marketing. These strategies are essential to curating personalised and engaging content.
Identifying and understanding dynamic content
Dynamic content refers to any means of tailoring content, this can be via subscriber location, industry, browsing history or a live RSS feed. Adjusting content allows you to create relevance by understanding consumer interests. Dynamic content enables organisations to create relevant emails even when they are opened, not just when they’re sent!
Personalisation vs. Customisation
From the moment a subscriber opts into your database, you’ve secured ‘given data’, from the moment your subscriber interacts with your email, you’ve secured ‘observed data’. By embracing the data you already know, you’re able to created a personalised and/or customised marketing experience for your consumer.
Create urgency and understand surroundings
Consumers want access to brand information firsthand. As a subscriber, they want to be the first to access sales, early bird tickets, and be the first to know of any new services that will directly interest them. As an organisation, you need to give them this content to retain engagement.
Organisations are able to easily create urgency via email marketing through live countdown clocks. These clocks can countdown to the last time to place an order for a next day delivery, the close date for entering a competition, the deadline for buying an early bird ticket to an event, or the amount of time left to take advantage of a promotion.
Give useful data
Above everything, remembering the customer at the heart of every decision is imperative. There are an abundance of strategies to create dynamic content making the picking the right method critical.
Through existing email data you’re given an intrinsic insight into a consumer’s path to conversion and what they value. Are they an industry expert? If yes, send them updates on confirmed speakers, provide directions to the event, send post event videos and recommend other events they may be interested in.
Are they a savvy shopper? If yes, recommend current deals on your website and tempt the consumer back with discount codes and more up-to-date recommendations.
Are they are jet setting traveller? If yes, recommend new locations they might enjoy, this could be different regions of a country or state they’ve just visited before, or a neighbouring country with action packed adventures to enjoy. Recommend a hotel they can stay at, secure the booking, send the weather forecast before they leave and of course, wish them a great trip!
Emailing marketing, the king of content
Emailing marketing is reliable, trustworthy and a fantastic way to engage with an already interested audience. Collate, understand, and generate meaningful insights through subscriber data to ensure your brand stays top of mind for the consumer.
Email marketing will always be the king of content.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.