Delivering Intelligent Email
Due to its low cost and easy execution, email
has long been used as a tactical channel. But diminishing returns
mean marketers can’t continue on this path. Irrelevant and
untargeted email doesn’t enhance the customer experience and is
potentially damaging to your brand.
Everyone wants their email to increase web
traffic, purchases, subscriptions or downloads and enhance brand
equity but many realise they are fast becoming part of the unwanted
inbox ‘noise’. In its fight to become more strategic, email has to
become more intelligent. The challenge here is not to try sending
fewer but more effective emails to reduce costs – email is already
low-cost – but to send more emails which are opened, read and
actioned.
What can you do?
To create more intelligent email three areas
need to be addressed:
1.Delivery – reaching the inbox and being
readable
2.Relevance – messages targeted at audiences
that want them
3.Creativity – keeping audiences engaged
Working in combination, this trio can make
email a more strategic channel and the following guide examines all
three, advising which steps to take so your email keeps delivering
the right results.
Click here to download