Relevant and Customer-Centric Email Marketing: Recipient Engagement Requires Data

Author:

J-P De Clerck

Source:

When we talk about email marketing and social media, we often think of sharing tools, redirecting to peer reviews, viral marketing through email, email as a conversation, etc.
 
But there is a lot more to it than just technology, integration, and viral spread. One of the core elements of social media marketing is engagement: the engaging and involving of the “other” in the story of your brand and your company.
 
That’s exactly where one of the most important challenges lies for email marketers.
 
Whoever talks about engagement must include the topic of relevance and value for the recipient.
 
People’s mailboxes are on the verge of bursting, there are more and more communication channels, and the amount of advertisements is increasing by the minute.
 
The abundance of communication channels is a blessing for the people who we want to reach as marketers, since it allows them to communicate in different ways with other people as well as with us, businesses.
 
Of course, it’s a tougher situation for marketers, since the people, clients, and prospects are not only harder to reach this way, but also because marketers are being confronted with product talk and opinions on which they have little to no control.
 
Customer service, word of mouth and engagement ...