With more consumers opting for smartphones over feature phones, email marketing is becoming an increasingly effective strategy to reach connected consumers 24/7. However, new data indicates that brands need dynamic and engaging content if they went recipients to pay attention.
A webinar eMarketer released today reveals that nearly two-thirds of consumers (64 percent) prefer to hear about new products and services through promotional emails. Additionally, 40 percent of consumers say they trust opt-in emails as sources of business recommedations. EMarketer asserts that customized email content can help brands maintain top-of-mind awareness among existing clients.
Email content needs to be relevant to recipients' likes and interests. However, this also proves to be a challenge for many businesses. According to eMarketer, 95 percent of marketers cite relevancy as being either a “somewhat significant” or “very significant” obstacle to success.
One way businesses can boost email relevancy is through dynamic content. By ensuring content is both fresh and timely, brands can hit consumers with information that is valuable and insightful, thereby improving the business-customer relationship and retention. The source cites this as a common success strategy.
Engaging content is especially important if consumers are hoping to convert new subscribers because email messages provide recipients insight on the sending companies. Customer retention is often one of the core objectives of email marketing campaigns, a recent survey from BtoB Online indicates. As Brafton reported, 28 percent of businesses leverage email as a way to keep in touch with customers after they've already made a purchase. The top priority for email marketing efforts is still lead generation, according to 43 percent of respondents.
