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It is seen that email marketing
tends to get neglected in the pursuit of shiny objects. However, for some people email still is a crucial channel for marketers and communications in the year 2019. Jon Chang, the Global product marketer for IBM Watson recently spoke on email marketing to attendees of The Social Shake-Up 2019. The following are the 7 tips by Chang for communicators who are looking to strengthen their email marketing:
- 1. QUALITY CHECK YOUR COMPETITORS AND BRAND HEROES' AUTOMATED MESSAGES
Communicators seem to be more concerned with short-term gains whereas they should actually be thinking a few steps ahead of their audience.
- 2. TIME TO GET PERSONAL
In the year 2019, email marketing will require the following:
a. Give audience VIP treatment
e. Performance measurement
- 3. NURTURE DIFFERENT INTERESTS GROUPS
With the help of newsletters, you can determine shared values and interests between members of the audience and also between your audience and your brand which will be based on which emails your list members share or open. You need to make sure that your newsletters are catered to readers' interests.
- 4. GENERATE LEADS BY SHOWCASING YOUR BEST CONTENT
Marketers need to share quality images and articles in order to get users to subscribe to updates, additional newsletters or download content catered to their interests.
- 5. BENCHMARK ENGAGEMENT USING THE METRICS AT HAND
One of the best parts of email is the fact that its metrics are simple. The following are the 8 metrics that marketers need to worry about which includes:
g. Not Clicked
- 6. LEVERAGE AUTOMATION FOR AUDIENCE GROWTH:
On-boarding campaigns are one of the most commonly utilized form of email automation. With the help of email, you can get the ability to sequence, schedule, and segment automated emails which will be based on whether users opt into updates.
- 7. WHEN IT COMES TO REGULATION, BE PATIENT AND PRAGMATIC:
As per the Canadian privacy law, users are required to opt-in as well as a place to opt-out and also a physical address present in email. GDPR in Europe requires a lawful purpose for storing personal information which includes name, address, location, health information , income, IP address and cultural profile.