This post is an excerpt from our Digital Marketing Conference in Los Angeles. The conference was a rich environment for digital marketers to openly discuss tactics for building a better online presence and tracking results. All of the content from the Digital Marketing Conference is available as Digital Marketing Videos.
Here are the experts who contributed to this blog:
Here are some key takeaways from the Engaging in the Inbox with Email Marketing Campaigns panel:
- Personalization is key
- Use social to learn from your customers
- Your emails should be about your users
Create a one-on-one connection with your audience by building personal and customized email marketing campaigns. Dive into your data to understand your audience and their behaviors.
The best way to test content is to create a social post like a tweet or an Instagram post and gauge your audience’s reaction. Listen to what your audience responds to on social and incorporate that into your email marketing.
Don’t send emails that are brand-centric, instead keep your emails simple. Focus on what your audience needs and create email marketing campaigns that offer value to your audience.
How do you engage in the inbox today with customization, personalization, and analytics?
Figure out what your business goals are, and what data you have, and use that to drive your email campaigns. –Elizabeth Jacobi
We are seeing a lot of clients really try to get that one-to-one personalization as accurate as possible. We are also seeing a lot of clients start to really dig into their analytics. I think what tends to happen is that you have a lot of data and then you don’t always know how to use it. Figure out what your business goals are, and what data you have, and use that to drive your email campaigns. –Elizabeth Jacobi, Javelin Agency
Personalization and customization are very important for your email marketing campaigns. –Ronnie Kassiff
Personalization and customization are very important for your email marketing campaigns. We take a human-centric approach at my company where it is all about understanding who you are talking to as humans, what their wants are and what their needs are while trying to do so on minimal information. –Ronnie Kassiff, Digital Telepathy
Use social as a way to learn more about your customers. –Justin Soni
I think there are some good ways to learn more as a marketer and one of those ways is social. Use social as a way to learn more about your customers. It’s a lot quicker to put out a social post, like a photo on Instagram, and see what kind of feedback you get. It can tell you what kind of content people are interested in and then you can deliver email content that matches. –Justin Soni, IBM Marketing Cloud
What are the content practices that you guys are using or your customers are using today that are really working and resonating?
The more specific you can be, the better your email will perform. –Anita Taylor
The number one rule of content, especially when it comes to email, is that no one cares about you. No one woke up at 6 am and said, “I wish this company would send me some spam today.” So your email shouldn’t be about you, it should be about your user: what your user wants, what your user needs, etc. The more specific you can be, the better your email will perform. When you start getting into that level of specificity, that is when data comes in. –Anita Taylor, Hopscotch
We have started to tell clients today that they should be coding and developing the email for the mobile device first and then for the desktop because most people today are on their mobile device constantly and that is how they are being connected. –Elizabeth Jacobi, Javelin Agency
Testing is extremely important. That is how you know that the approach you’re taking is working. You can also modify what emails get sent based on click behavior. Based on click behavior and website visits, you can have the system do all of the work for you. So if they’re clicking through “x” amount of emails that are targeted towards marketing, then you can put them down a marketing track. That way, instead of asking 12 questions on a form that people are not interested in filling out, you can figure out based on the information that you already have (which is based on behavior) what they are interested in and what their challenges likely are. Then you can send them relevant information. –Ronnie Kassiff, Digital Telepathy
What brands out there are doing things really well and inspire you to be more creative with your inbox marketing strategies?
I always think that retail is the first one out of the gate with pretty much everything because they have bigger budgets, more resources, and they get more eyeballs. I like to follow bigger brands to see what they are doing because I know that they have the capabilities behind them so they are probably going to be testing a lot of different things with different technologies. Nike is a good example because if you buy a pair of Nike shoes that are customized, they will send you these updates every three days with this graph of how your shoe is being made and pictures of the process. It’s a really engaging transactional email. It’s very cool. It sounds goofy, but it gets a lot of engagement. –Justin Soni, IBM Marketing Cloud