Though emails have been around for more than half a century, they continue to get better and offer good returns on investment because they are cost-effective and quick. Moreover, they lend well to modern demands such as security and mobile-friendly interfaces. Also, they are directly sent to the receivers and provide plenty of options for personalization. Due to these advantages, companies use personalized email strategies and email marketing for customer retention and to boost their performance marketing outcomes.
Why is Email Still Relevant in Performance Marketing?
Performance marketing, as the name suggests, measures the performance of a digital marketing strategy across various parameters. Based on this measurement, marketers adapt or create strategies that provide the required results.
Out of the many available digital marketing channels, emails are the most conducive because they are easy to measure. Metrics like the number of people who have opened an email clicked on a link, or performed any specific action are easy to track. Technological advancements have also helped marketers to better understand the performance of every email.
Here are more reasons why emails are still relevant in performance marketing.
- It is a direct way to communicate with the customer, unlike social media, thereby improving the chances for a desired action.
- Supports personalization.
- Email platforms offer customer segmentation that allows you to target each group effectively for better performance.
- Emails are effective for all industries.
- With the right email platforms, you can get insights on different performance metrics. Accordingly, you can tweak your campaigns for better results.
- Another highlight is that emails integrate well with other marketing systems like CRM and contact center platforms.
Ideally, choose an integrated customer support and marketing solution that includes emails, chats, and other channels to effectively engage your audience.
How can Email Campaigns be Personalized for Better Results?
Emails are highly conducive to personalized interactions with different customer groups. Such personalization, in turn, improves customers’ perception of your brand and can lead to long-term brand loyalty.
Let’s now look at some personalized email strategies that can provide better results for your marketing efforts.
Audience Segmentation
Segmentation is a major advantage in email marketing, as it allows you to categorize your audiences into different groups based on factors like demographics, level of engagement with your products, and other factors. Based on this segmentation, you can send emails that will move them along your marketing funnel and, eventually, lead to a click, download, purchase, etc.
Dynamic Content
With emails, you can insert content dynamically for better personalization. For example, when you connect the email platform with a CRM, you can address every customer by their first name. This dynamic content insertion adds an extra touch of personalization that is sure to make your customers feel appreciated.
Behavioral Workflows
You can create marketing workflows with emails as the starting point. In such workflows, clicking a particular link on an email can trigger other automated responses like sending a follow-up email, providing discounts, and more. Such targeted actions based on user behavior can improve the chances of getting your desired outcomes.
A/B Testing
Emails support A/B testing, a strategy where you compare different versions to understand which performs better. This strategy enables you to make decisions based on relevant data, and hence, the chances of getting the required user action are high. Similarly, you can understand the best times to send emails, so your open and click rates improve.
Using such personalized email strategies, you can implement effective email marketing for customer retention and growth.
What Tools are Best for Email Automation in Contact Centers?
Choosing the right automation tools for email campaigns can reduce the time and effort required while increasing customer interaction. However, not all tools are appropriate for every business or campaign, so make sure you understand what your campaign requires and, accordingly, select the appropriate tool. Another aspect to consider is that your automation tool must integrate with your existing systems.
Below are a few popular tools for email automation in contact centers:
- Hubspot: A comprehensive platform for end-to-end marketing. It combines different features like CMS, lead generation, email marketing, social media marketing, etc. With this tool, you can gain all the required insights through a single console.
- Google Data Studio: A free data visualization tool for creating dashboards and reports. It converts your raw data into the form you want so you can use it to make informed decisions.
- Microsoft Dynamics 365: A cloud-based set of applications that combines ERP and CRM to help you manage various functions like sales, marketing, operations, and finance from a single platform. It uses AI and ML algorithms to provide predictive insights to improve productivity and efficiency.
- Audiocodes: A unified communication service that can be hosted on-premises or in the cloud. It offers a wide range of services that cover many aspects of marketing and customer support.
Thus, these are the different platforms that can automate email marketing for your business. While each of them supports different operational areas, you can combine them all for a complete solution. Call Center Studio’s contact center solution integrates well with these platforms.
Final Thoughts
To conclude, email continues to be a relevant marketing channel that can drive customer interactions and growth. Due to its simplicity and cost-effectiveness, emails can provide the insights you need for growth and performance. Its personalization and segmentation also make it highly conducive to making digital marketing campaigns more effective.
Are you looking for a comprehensive email strategy that can support your marketing efforts? Schedule a demo with Call Center Studio today.
FAQs
Can email marketing improve customer retention?
Yes, emails are highly conducive to customer interaction and retention because they can be personalized to meet the needs of every customer. It also supports businesses in building long-term customer relationships with the right content and personalized offers.
What metrics can be used to measure email marketing campaigns?
While the exact metrics will depend on your goals, it’s important to understand your available options. Some metrics to consider are click rates, email open rates, bounce rates, and conversion rates. Depending on your goals, you can pick the relevant ones.
Can email automation improve performance marketing?
Yes, email automation reduces the time and effort required in each step and, at the same time, can improve the results of your marketing campaigns. However, the key is to select the right tools that integrate well with your existing infrastructure.
