Email marketing solutions have evolved alongside the Intelligent Enterprise, undergoing their own digital transformation by integrating the power and potential of machine learning, AI, and Big Data – all in service of reaching the right customer, with the right message, in the right place, at the right time.
An ROI of up to 4,300% makes email marketing an enduring ancient internet art that’s indispensable for organizations of all sizes, across all industries.
Boiling down the process of email marketing solutions to a basic substance almost seems too simple:Everything else is built on this framework, and from it the powers of email marketing solutions emerge.
Any good email marketing platform enables you and your team to perform some core tasks with a minimal learning curve, as well as tools to maximize the effectiveness of your email campaign, creation, and execution.
Many email marketing solutions provide customizable templates, allowing you to tailor emails for different points along the customer journey.
Creating engaging content that’s relatable and relevant to each segment of your contact list has never been more important to nurturing customer relationships.
An intuitive user interface along with functionality like drag-and-drop email construction enables your team to create many kinds of content without reinventing the wheel every time, saving precious time and money.
When it matters most, people will either turn to you or from you; no amount of money can overpower the human instinct, and it's humans who run businesses. The content you create must resonate with them, full stop.
Well, it’s at least a huge advantage when it comes to effective email marketing. The superpowers of email marketing automation are legion. Scheduling your emails ensures that they land in inboxes during peak times for open and conversion rates.
Sending bulk emails automatically is the antidote to cure the team members who have become zombies while inputting and managing email lists manually. If not in gratitude, you will be repaid in the value of smarter allocation of resources.
It should go without saying, but the whole exercise is futile if the emails end up in spam filters or just don’t get delivered (where do they go?). Machine learning and AI can do a lot, but the KPIs for marketing in the abyss continue to disappoint.
With the advent and advances in machine learning and AI, email marketing solutions got their superpowers. Email performance tracking brings the ability to gather and analyze customer data for optimizing email marketing campaigns and strategies for greater efficiency, effectiveness, and conversion rates, amplifying those original essential powers into superpowers that deliver stellar ROI.
The deep insights into customer expectation, behavior, sentiment, and intent become the superhuman x-ray vision that allows for iterative, data-driven optimization to give customers what they want, when they want it – leveraging real-time actionable insight into customers even as they are in the midst of changing from moment to moment.
Extending the reach of your email marketing with consistent messaging across platforms and touchpoints is necessary if you’re going to reach your customers where they are, at any time, on any device.
Better email marketing solutions enable seamless integration with social media, SMS, and other digital channels. You can reach customer group segments with more precisely targeted content, offers, and messaging for the highly individualized customer experience that is now the standard expectation.
The definition of marketing is moving goods and services from the source of tools, channels, and mechanics to the consumer, but most marketers haven't adapted for digital - and that's a BIG problem.
Maybe it’s obvious, and maybe it’s not. But what makes one email marketing solution the best choice for one organization may be what makes it the weakest option for another company. It would be absurd to say that all athletes should benefit equally from wearing the exact same footwear – size, style, and all – regardless of their personal needs or even their sport.
A complex network of considerations factor into determining the email marketing solutions that best fit your business. A few items are arguably universal factors:
Ultimately, the email marketing solutions you choose should enable you to achieve the age-old marketing goal of reaching the right customers with the right message, in the right place, at the right time, ending in sales.
However, digital tools have evolved. Customers have changed. Expectations have risen. The paradigm shift toward a customer-centric business model, with new emphasis on creating exceptional customer experiences across the entire customer journey, reserves a vital role for the email marketing software that’s evolved alongside digital transformation and the experience economy.
Machine learning and AI provide deep insights, enabling you to provide individualized content that incorporates the human factor and passes the empathy test – keys to building customer relationships on trust, winning the experience economy, and driving growth.
