Opt in, opt out happens every day. Customers are looking for answers for their home, business, personal life, hobbies and more. They look online often across multiple mobile devices to find the answers they need. While some websites are a one-time stop in a customer’s searches, others become bookmarked favorites. Finding a winning strategy includes ways that cause a customer to share their email for future interactions. When it comes to the follow up email marketing campaigns, it’s all about personalized messages; the ones that talk to me. It’s clear with more clever opt out methods that consumers only interact with content that is meaningful to them.
What does it take to keep consumers come back for more? A recent report evaluated how savvy companies are starting to look for ways to provide incentives to consumers to build brand and company loyalty. The most frequent approach to email promotions includes a coupon or discount code followed closely with simply promotional information without an incentive. The findings suggest that there is also plenty of room for growth in the type or approaches, especially in the mobile space. One key comment in the study was how effective a personalized message was to increase consumer interaction.
“While 71 percent of brands market in the mobile channel, the majority is not optimizing the potential to connect and engage with their customers through a range of different mobile marketing tactics.”
This report echoes what we discussed in an earlier blog post on personalized marketing. It is not enough to send out a form letter to consumers and expect results. While it may be true that emails serve as a gateway for further engagement, it is important to note that consumers are now only opening emails when they have a reason to engage. It is easy enough to delete email without reading the content that effective email marketing will need to keep pace with users’ behaviors. We suggest that to truly engage consumers with email marketing, you have to build promotional content that involves storytelling. The challenge comes from creating a compelling story that is personally relevant to the consumers in your target market.