The Key to Creating a Successful Email Campaign
By Anna Shine, Creative Content Producer
Consumers often feel overwhelmed by the amount of marketing emails that flood their inbox. Not only is this email overload a pain for consumers, but it has become harder for brands to stand out amongst the chaos. If the emails marketers are sending out aren’t relevant to the intended audience, they will go unread, marked as spam, or end up in the trash, ultimately hurting success rates and deliverability. Hitting the “unsubscribe” button is also a popular option — 33% of people who feel they are not being recommended products that match their interests will unsubscribe. Hence, the most important element in delivering an impactful email campaign is personalization.
Personalization can be as simple as including the customer’s name at the top of the email, but it should be much more than that. Timing your emails to hit a customer’s inbox when you know they’ll be checking their email and tailoring messages to the customer’s preferences and interests are essential ways to increase customer engagement. Personalization increases open rates by 26%, and Virgin Holidays is one of the companies capitalizing on this fact. The “Save Your Spot” campaign sent personalized emails to customers with a unique code that presented a discount at the closest retail store, pinpointed using location-based services. The personalized cross-channel experience made customers eager, curious and excited, showing higher levels of engagement and a 40% increase in email click-through rates.
The cornerstone of every digital strategy may very well be email marketing. 50% of consumers choose email as their preferred method of communication, while channels like direct mail and social media stand at 20% and 7% respectively. Consumers prefer email, but it’s important to always be creative in delivery. Whether it’s a reminder about an abandoned online shopping cart, a note to write a review on a recent purchase, or utilizing a unique method like Virgin Holidays, customers will appreciate the personalized experience, elevating your brand’s distinctiveness and overall success.