How Email Marketing Works in an Omnichannel Approach
In an omnichannel marketing approach, it’s all about creating a personalized and consistent customer experience, no matter what platform they are using to engage with your brand. This means that the experience should be consistent across all channels: social media, customer service, website, brick and mortar, and email campaigns. Email campaigns are especially important because they are at the centre of your customer’s digital life and can drive the highest ROI among other digital communication channels. Below, we’ve got four benefits of email marketing in an omnichannel marketing approach.
Email marketing provides you with the opportunity to talk directly to your customer base and prospects. Based on the information they provide, you can segment your audience into different pieces to send the most valuable and relevant information in your email campaigns. With artificial intelligence, you can then automate and personalize your emails so that customers are receiving the information that’s perfectly tailored to your subscriber’s preferences exactly.
Behaviour-based targeting is a perfect tactic for targeting customers right after they’ve performed a specific action. We all know what it’s like to purchase something and then receive numerous emails about other products you might like, based on what you’ve already purchased. These emails can be triggered after one of your subscribers makes a purchase, clicks on a link, or downloads an attachment. When you engage with your clients based off of their purchasing behaviour, you can begin to predict patterns for the future and understand what your customers are looking for.
Keep the user experience for your email optimized by continually updating your designs, copy, and use of technology from the user’s preferences. Figure out a way to improve the user experience by engaging the reader as soon as they open the email. Visual elements are a great way to draw the user in. Create a consistent colour scheme to provide a pleasant user experience, but make sure that it matches every other channel that your customers are using.
Building a customer loyalty program for existing highly engaged customers is a great way to incentivize engagement with your customers. Whether you’re thanking your current brand evangelists or drawing in new ones, you can engage just about anyone with an exclusive offer.