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James Glover is a featured contributor to Email Marketing Metamorphosis: How to Make Your Customers Love Their Inbox Again.

Here's the complete contribution:

As inboxes become noisier and increasingly cluttered, people are starting to shift their mindset to ideals like Inbox Zero, in attempts to reclaim their email, attention and digital lives.

It’s no surprise, either: People receive an average of 88 emails a day and open rates hover around a mere 30 percent. With open rates already low and consumers trying to dedicate even less attention to email, marketers are in a tough spot — especially when, if you’re not constantly engaging with your customer, you risk getting lost in the noise.

The good news is standing out in the inbox doesn’t have to be complicated. The future of email actually looks a lot like traditional retail best practices, where personalized experiences set the foundation for building loyal, long-lasting relationships with customers.

Unfortunately, this is lost on many brands. Our new study about email effectiveness shows that 62 percent of the time, brand marketers sent the exact same email on the same day to both a purchaser and non-purchaser, and only 26 percent of all emails were unique to the purchaser, despite having access to clickstream and purchase data.

While it’s clear that a lot of brands are missing the mark when it comes to tailoring their email offers, not all hope is lost. Levi’s is a great example. Our aforementioned study found that more than 75 percent of emails they sent to a purchaser are unique.

There’s no magic potion or technology solution that can save you from the deleted folder if you’re not providing customers with something of value. Instead of relying on annoying batch-and-blast tactics, take a page out of Levi’s book and use customer data to create meaningful offers that cater to individual interests. The future of your email strategy depends on it.


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