You could also leverage Movable Ink to stream content from an API, RSS feed, or website, geo-targeted according to a lead’s location.Įveryone has gotten to the point of being able to effectively judge the relevance of an email before even opening it. With the recent popularity of GIFs, for example, you could take advantage of tools like GIF Brewery, which allows you to design and embed relevant GIFs in your emails. Although this is a step in the right direction, it’s simply not enough – you need to go a step further. Right now, 82% of B2C and B2B businesses are taking advantage of email marketing technologies. As technology rapidly evolved, marketers began leveraging different ideas to boost their engagement. You could also consider occasionally sending supplementary eBooks and whitepapers with consistent messages.Įmail marketing pretty much started out with single generic emails being copied to multiple recipients. Since your content is 3 times more likely to be shared by your email list subscribers as opposed to other regular visitors, remember to include share buttons in all your emails. Chances are, you might ultimately buy all three.Ĭonsistency also requires you to supplement your email marketing with similar messages across your social media channels and on your web pages. The marketer would have been better off marketing the man’s belt in the first email, mentioning it again in the second email as a great complement to a pair of matching shoes, and then finally sending an email showcasing a matching hat to complete the look. Sure, the emails are all focused on fashion, but they still lack consistency and fail to supplement each other accordingly. Imagine an email marketer who tries to market you a man’s belt one week, women's’ shoes the next, and a hat the week after that. The more spot on you are, the higher your ROI. Finally, send emails with not just the recipients’ names, but also additional details, such as company name and last articles read. Delve past the regular segmentation based on job level, location, industry, and country by tuning your database to pick up finer details.Ĭombine this with A/B testing to further understand prospects’ preferences and likes. Start by leveraging your MAP and CRM data to determine your prospects’ respective interests and needs. For best results, try engaging your leads by being as personable as possible. But just how personalized should an email be? Is a first and second name introduction enough? Unfortunately, no. Based on these findings, personalization is definitely the way to go.
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