Email Marketing: Why It Works For Customers & How To Get Yours Right

Email Marketing: Why It Works For Customers & How To Get Yours Right
SHARE
THIS



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.

30569-ADE-Carl Chambers

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.

 

 

Please login with linkedin to comment

Designworks Screen Envy

Latest News

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]

How To Align A Marketing Strategy With Customers’ Shifting Perspectives
  • Opinion

How To Align A Marketing Strategy With Customers’ Shifting Perspectives

In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]

Opinion

by B&T Magazine

B&T Magazine
Woolies’ Retail Media Business Cartology Announces New Appointments
  • Advertising

Woolies’ Retail Media Business Cartology Announces New Appointments

Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union
  • Media

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union

CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]

GoDaddy Wins Gold As Official Partner For Australian Olympic Team
  • Technology

GoDaddy Wins Gold As Official Partner For Australian Olympic Team

GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games.  GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program
  • Marketing

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program

MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.

Woman hand using mobile phone and laptop, Worldwide connection technology interface.
  • Technology

DoubleVerify’s Custom Contextual Targeting Launches On The Trade Desk

DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]

Seven Reveals Revenues Up 45% In Q4
  • Media

Seven Reveals Revenues Up 45% In Q4

Seven West Media releases Q4 update. Yet, no mention of Ben Roberts-Smith or James Warburton's gold-plated toilet seat.

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills
  • Marketing

Swinburne University Of Technology And FourthRev Help Students Gain Hands On Digital Skills

Swinburne University of Technology has launched a series of  Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]

PayPal Partners With Welcome To Country
  • Marketing
  • Media

PayPal Partners With Welcome To Country

PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]