Marketing Magic: How Email Delivers Results Beyond Expectations
In a world where consumers are accustomed to receiving instant gratification, it’s no surprise that the customer experience is the new benchmark for businesses. In fact, according to a recent study by Deloitte, a whopping 59% of people say they will never use a brand again after a bad experience. This is why providing your customers with a stellar experience across all of their communication touchpoints— including your emails—is so important.
While a magician may perform seemingly impossible stunts such as making a pigeon appear out of a handkerchief, implementing a successful marketing theory doesn’t require any special powers, just the right combination of passion, creativity, resilience, market insight, and business knowledge. Whether you’re trying to increase brand awareness, reposition your business in a competitive niche, or reach new audiences with your products and services—email is the perfect tool for the job.
The key to creating a positive customer experience is providing your subscribers with content that meets their needs at every stage of the journey, from the moment they sign up for your list to each and every purchase. The most effective way to do this is by leveraging personalization, which studies show can lead to an up to 47% increase in unique click-through rates.
Adding a subscriber’s name to the subject line is a simple yet effective method of personalization, and it can be done automatically using many email service providers (ESP).
Other types of personalized content that can enhance your email campaigns include videos, infographics, and social media sharing links. Emails with video content receive up to a 42% higher click-through rate, while infographics can generate 2X the average unique clicks of text-heavy emails. Finally, social media sharing links can increase the reach of your emails and extend their lifespan.
While it can be tempting to send out a generic email blast to your entire list, this will only lead to an untargeted and ineffective campaign that will likely irritate your subscribers and result in low engagement levels. Emails that are specifically tailored to each individual are the best way to ensure a positive customer experience—and you can do this by developing a custom preference center that allows subscribers to control what content they want to receive from you and when.
By combining data science and artistic intuition, marketers can produce marketing magic that not only delights and entertains, but also drives conversions.
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