Email marketing. We all know it. We all love it (if you're doing it right, that is.) And we all know it's offered one of the highest ROIs out of all digital marketing strategies for decades.
But the role of sales and marketing emails is changing - and if you want to continue reaping the rewards it provides, you should be looking to evolve, too.
Email marketing used to be pretty straightforward. Build your list. Segment it the best you can. Gain some insights from data brokers. And hit your subscribers with a laundry list of offers to generate sales.
But as consumer priorities have shifted away from traditional mainstays like price and perceived value and toward ideas like experience, engagement, and personalization, this style of old-school emailing has slowly become less effective.
So what does this mean for brands that have built a sizable portion of their success on email marketing and sales? Is it the end of this tried-and-true channel?
No way!
What these shifts mean is companies can now take the impact of their email marketing to an entirely new level - one that allows them to make sales while also gaining an invaluable edge over the competition.
How?
Go "all-in" and create email content that is personalized, engaging, and built from the ground up (using customer data, of course) to spark conversations and kick off meaningful interactions that make your target audience feel seen, heard, and valued by your brand.
Sound interesting?
Good! Because today we're going to talk about how you can use data you're (probably) already capturing to create emails that help you differentiate your brand, promote your products, and connect with customers in today's rapidly evolving business landscape.
As discussed above, email marketing is among the most popular branding and sales strategies across all industries, markets, and niches.
But it isn't all sunshine and sales - this popularity also poses a pressing problem for businesses - figuring out how to stand out in a sea of emails. And to stand out, that is where data-driven, dynamic emails come in.
As you likely know, data provides invaluable insights into actionable trends like customer preferences, behaviors, and interests, allowing you to better segment and personalize your emails - two key factors for driving engagement, click-throughs, and, most importantly, conversions.
Your usage of personalization (or lack thereof) is one of the easiest ways to forecast your email marketing success. Creating customized, personalized content that speaks directly to your email list's specific interests, patterns, pain points, and needs is to be a bit blunt, non-negotiable in 2023.
Now, let's chat about the data behind effective email personalization.
I know, I know. Using data to guide sales and marketing emails is old news.
But how can you effectively personalize your emails without actionable data points on your subscribers?
Enter first-party data.
First-party data is data willingly provided to your brand by your customers through surveys, feedback, social media engagement, website activity, product interactions, email behaviors, and more.
Much like third-party data, first-party data provides actionable insights into your consumers’ behaviors, preferences, and activities, providing a perfect launchpad for creating personalized and targeted email content that speaks to each customer's unique interests and needs.
With first-party data, you never have to worry about the accuracy of the insights you're leveraging to create dynamic, personalized emails. Plus, you'll win major brownie points with the rapidly growing number of privacy-conscious consumers that are taking a stand against invasive data capturing and brokering strategies that have been a mainstay in digital marketing for years.
It can be tempting to try to keep your email marketing in-house. Many companies think a keen understanding of their brand is all they need to engage their audience effectively. Plus, they save a little money by leaning on their internal team! An easy "win-win," right?
Well, not exactly.
If your team isn't immersed in the world of email marketing trends, developing cutting-edge technologies to maximize your impact and ROI, and investing in mastering digital customer experiences… you're probably offsetting your "savings" with a significant number of missed opportunities.
On the other hand, companies that recognize the value of teaming up with professionals can look forward to skyrocketing engagement, climbing conversions, and thriving relationships with their customers that empower them to outpace earning targets and capture increased market share.
Our Clients, for example, leveraged our data-backed, dynamic emails into a phenomenal 399% surge in engagement during the fiercely competitive holiday season. And that's not all - our clients saw a staggering 297% increase in engagement and a remarkable 20.8% improvement in email marketing outcomes YoY.
Not too shabby, eh?
We have a few secrets to our success.
Chief among them is our proprietary email dashboard. This cutting-edge tech transforms:
And more into actionable insights our email experts use to develop, test, and continuously improve our partners' dynamic email marketing content.
Our interactive platform provides real-time insights into what's working and what isn't, allowing us to refine your marketing and sales emails with every send and click - leading to rapidly and continuously improved outcomes. This unparalleled speed of iteration, paired with our data-backed KPIs and industry-leading engagement strategies, makes it easy to maximize customer engagement and conversions for our partners, both online and at the local dealer level.
In short, our email dashboard is a game-changer. Its ability to turn vast amounts of data into actionable insights is an essential tool for any business looking to make the most of its email marketing efforts. Interested? Satisfy your curiosity by booking a demo here!
Want to learn more about our revenue-driving bag of digital tricks, tech, and tactics? Contact us today!