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Five Ways to Innovate Your Data-Driven E-mail Strategies

Five Ways to Innovate Your Data-Driven E-mail Strategies

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Five ways that brands can use data-driven techniques to capitalise on the short window of engagement, help encourage good interaction and, ultimately, sales.

The volume of branded emails we receive every day will reduce in a post-GDPR world, but, with consumers still skimming through each one, it’s essential that companies use each communication effectively. Every email interaction should generate great brand experiences and reduce customer pain points. 

Here are five ways every brand can use data-driven techniques to capitalise on the short window of engagement, help encourage good interaction and, ultimately, sales.

1. Feature landing pages within emails

Capturing data from customers usually involves directing them away from their inbox to an external landing page. But in doing this, you’re taking them away from what they were doing (checking their emails) and away from your brand messaging. Often, they won’t return. These small points of friction mean your customers may avoid your email next time. 

Instead, look to capture the data within your email by creating internal embedded questions and forms. Customers will be more inclined to stay in your marketing email, leading to a better brand experience and leaving you confident that they're seeing everything you want them to see. Many third-party businesses specialising in CRM have built innovative backend services to help power in-email data capture. 

2. Use agile content that doesn’t cost the earth

Combine agile content with data to ensure your emails are relevant whenever they’re opened. For example, if your sales week is successful ensure the 'BUY NOW' hero image in your email changes to 'SOLD OUT' in real time. This prevents customer disappointment and it also enhances your email visuals. Agile content doesn't have to be extortionate either, there are a number of smaller companies who can deliver good content for an acceptable price.

3. Enrich your e-mails with real-time reviews

If you’re building some buzz around your latest product or news, consider embedding real-time social media comments into your email. This rich feed of live data will bring your emails to life, act as an independent authority on your services and is a great way to make your customers aware of your brand across different channels.

4. Be direct and deep link

If a customer clicks on 'BUY NOW', ensure your email uses this data point to query their mobile phone and see whether they have your app installed. If they do, deep link from your email into their app to ensure the product they want to buy is the very first thing they see when the app opens, rather than the generic first screen of your app. 

This creates a straight-forward experience for the customer and, if your app utilises payment methods such as Apple Pay, customers can instantly leverage these technologies to make a frictionless purchase with just a few taps.

5. Customers not engaging? Delete their data

In a post-GDPR world, this is more important than ever. If customers stop engaging with emails or stop purchasing, remove them from your marketing lists within 6 months. This keeps your domain reputation high which makes for happier customers and first-rate brand reputation. 

By making good use of these techniques you will notice consistently strong open rates and, you will keep the ICO from getting overly interested in your marketing programme.

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Nicholas Blake

Nicholas Blake

    From one of the UK's biggest marketing campaigns of the year to some of the smallest bespoke communications with just a handful of customers, Nick and his team are at the heart of the action at Armadillo, working across McDonald's, Disney, Hotels.com, Fraser Hart and BaByliss to deliver award-winning strategy, analysis and data development, including machine learning. 

    Read more from Nicholas

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