Taking email to new heights for greater ROI

It is time to focus on contextualizing and personalizing your next email campaign. It is no longer a “nice to have”.

Personalized email is now expected by consumers across all industries and sectors. The need to connect and communicate with your customers, at the right time, with the right message has never been more important. As customers are becoming inundated with emails, most end up in the trash folder. In order to combat this, we as marketers need to focus on giving the customer what they want, when they need it.

Email marketing continues to be among the top yielding channels for ROIwith marketers, placing email in a great position to give digital marketers the best results for their budgets. Email delivers the best measureable ROI of any channel, which means digital marketers can track their investment in email more efficiently and improve upon them with ease. There is no longer a need to send out mass or blanket emails. With advancements in email and data technology we have no excuses not to be more focused on specific individuals and less on the audience.

A personalized, sincere message will build a stronger connection than a sweeping artificial message. Personalized email evokes positive emotional responses, letting each recipient know they are truly valued as an individual rather than being just another number. Stop blasting the same message to your whole database and focus on building out individual customer profiles for a more meaningful connection.

Organizations which have the capability to personalize email campaigns, can start applying technology to build a complete picture of the customer/brand interaction. You will want your brand to be able to gain valuable insight into each customers’ wants and needs while maintaining the ability to adjust your message to cater to the person in real-time.

Reaching out to your customers in a smart, targeted, timely manner can be done through contextual emails. Utilizing available data which details a customer’s interests, location, behavior and history can assist marketers to tailor messages and hit the mark. By focusing on the date, coupled with behavioral attributes, you can take your email to a higher level.

Measuring the success of your contextual email using innovative metrics is key tobuilding stronger, longer lasting customer relationships. Concentrating on important statistics, such as return on engagement, minutes spent on email, and social sharing, highlights specific areas marketers can focus on to gauge email efficacy. Rich data, like shopping cart abandonment rates, return on email and average order value, dig deeper into contextual engagement. This further assists email marketers evaluate the lifetime value of their customers. Analyzing customer privacy satisfaction levels, user-generated information, and volume of behavioral/transaction data gives enterprises the insight needed to deliver the best customer experience possible. Email is evolving with the data revolution. It is time for companies to innovate with email in using contextual data or risk losing whatever relationship was there to begin with. Email partnered with big data can be a very powerful tool.

Contextual marketing is all about creating helpful and timely experiences for consumers as a brand. This approach leverages truly relevant information to improve the consumer-engagement experience, creating real-time value and interactions that customers will actually care about the moment they open their email.

Personalization is no longer a "nice to have"consumers expect it, which is why your brand cannot afford to send emails without it. Consumers are all too familiar with how to unsubscribe with one click. You do not want to risk your customers finding that button because of a non-relevant email. Context and personalization adds value in the right place, at the right time. Contextual emails are about understanding location, preference, and time to deliver helpful, compelling experiences.

So will you take your email marketing to a higher level?