How to Improve Your Customer's Email (& Overall) Experience
Digital marketing opportunities have evolved beyond the cold email. Still, email remains one of the most effective methods to connect with your customers in a personal and engaging manner.
From cross-sell opportunities to email sequencing with drip campaigns, emails offer multiple touchpoints throughout different lifecycles of your business. In this blog, we will explore ways to improve email engagement, avoid the dreaded spam folder and implement best practices to attract the right customer base.
Email Priorities for the New Year
Email communications can come in many shapes and sizes, from long-form newsletters updating your customer base on your latest products, services and changes within the business to short and sweet advertisements promoting a timely offer. However, companies should always consider certain qualities and expectations when planning email campaigns.
For consumers receiving hundreds of emails and offers daily, your email must stand out from the crowd. Not only that, but your email should also factor in what is important to both the receiver and the platform you utilize.
Privacy & Authentication
Privacy has always been a critical aspect of email, and it is only increasing due to the number of emails sent every day. Google and Yahoo's new email updates, authentication, one-click unsubscribe options and spam rate thresholds will impact the way you can reach your customers without getting blocked or sent to spam. For example, updates require all domains to have a DomainKeys Identified Mail (DKIM) and Domain-based Message Authentication, Reporting & Conformance (DMARC) record. Previously, DKIM and DMARC records were only a recommended best practice. However, advertisers without them will now find their emails going directly to spam folders. In line with this update, spam rate thresholds are currently as low as 0.3%. That means that 3 in 1,000 emails could start being blocklisted, labeled with a warning, or go straight to spam. This threshold is extremely low, and most businesses are susceptible to this change. Avoiding email spam filters is more critical than ever.
Privacy is not just an important issue to consumers – it is being written into law. As of 2024, 16 states introduced new privacy bills during the 2022-2023 legislative cycle, pushing stricter data management practices onto companies. Before you press send on your next email campaign, make sure your privacy standards are up to par.
Personalization
With the average person receiving over 120 emails per day, the only way to stand out is through customer-centric communication. Rather than focusing on what you want to share with the customer, turn the question around and ask what the customer needs or desires and will find relevant.
This goes beyond including the customer's first name at the beginning of the email and targeting local consumers – it requires your marketing team to push the boundaries of what is expected and what could be. Play up the sense of urgency around the holidays, create interactive experiences that entice the consumer and include eye-catching design.
Simplicity
Rather than include everything you want to say in one email, spread it out over time. Considering the average person spends just a little over 10 seconds looking at an email, you want to get your message across quickly and clearly. A shorter email with one direct message will more likely deliver the intended results and provide you with an opportunity to reach out again.
Target Your Audience & Achieve Your Goals
Email marketing allows you to reach your customers in numerous ways. While it can be used for multiple purposes, including direct sales, engagement and brand building, it is best to determine an effective strategy before pressing send. To be effective, a professional email strategy and delivery platform are critical to your email competency. With the right tools, insights, data points, and expertise, businesses can overcome the challenge of standing out in a crowded inbox.
Web Tech Fusion provides a comprehensive approach to email communications by understanding message intent, technology dependencies and workflow needs upfront before making any recommendation.