Sprawling messaging, confusing CTAs, and impersonal spam can all make for a bad email & a bad email can go unopened and unclicked. The tried and true ways to keep your audience opening, reading, and engaging with your messaging all still work. Use this marketer’s playbook and checklist of email basics to make sure your email is engaging and effective.
Marketers should not only focus on interacting with customers only at specific moments throughout their retail journey. Reaching out to customers only when they first become a customer, when they make a purchase, or when they start looking elsewhere isn’t going to build the kinds of strong relationships that today’s retailers need. You have to keep in touch throughout the customer journey.
Marketing automation can help with marketing and sales alignment. Marketing can use automation software to create email templates for sales to use for more consistent messaging, better sharing of data, and an improved customer experience.
Marketers use customer data to craft engaging and personalized emails. However, they need to also consider an email's deliverability and the right time to send. Plus, they have a responsibility to neither misuse or abuse the data they have.
One of the biggest opportunities to improve your email marketing comes from optimizing your triggered or automated emails. These high-performing, workhorse emails reliably perform hour after hour, day after day. They include cart abandonment, browse abandonment, and post-purchase cross-sell emails, amongst others. Find out how to take a good look at how your automated emails are doing and where to go from there.