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Why Email Marketing Is Central To Customer Experience Management

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Why Email Marketing Is Central To Customer Experience Management


The email has proven to be one of the most effective, resilient, and promising marketing tools over the last two decades. Undoubtedly, everyone loves it:

The marketers love its cost-effectiveness, purposefulness, and the ability to measure its ROI and effectiveness.

The customers love it because it’s, more often than not, the bearer of good news (think: coupons, deals, exclusive offers, new product launches, etc.)

That’s probably why the number of email users is poised to reach a staggering 4.2 billion by 2022, or in other words, half of the world’s population. Clearly, email marketing is here to stay.

In this blog, we will look at the all-important role email marketing plays in driving a stellar customer experience. Let’s jump right in.

Top-5 Ways To Create An Exceptional Customer Experience With Email Marketing

1. Customize Your Messaging

Personalization is the name of the game today. That’s one of the reasons why global brands like Amazon, Netflix, Spotify, etc., continue to dominate their respective markets–from personalized offerings to customized communication, they’re communicating with customers in the language that the customers like and on the preferred channels of communication.

Recently, Spotify rolled out its “2020 Wrapped Up” emails to Spotify users. Surprisingly, this email campaign went viral. People were seen posting their ‘unique’ music lists on Instagram, Twitter, etc., as the email made users feel good about themselves:

Notice how the email demonstrates personalization to the t by highlighting how many hours of music the user has listened to and by intriguing them to understand what their #1 song was. This entire campaign would never have taken off if the brand hadn’t sent that traditional yearly email in the first place. That’s the power of email marketing for you when done right.
 

2. Map Out Your Customer Journey

Truth be told, you cannot hope to wow your customers if you don’t understand their intrinsic motivations, underlying needs, behavior patterns, etc. This is where mapping your customer’s journey becomes critical. With customer journey mapping, you’re basically breaking down your customer’s experience step-by-step.

The end-goal of mapping your customer’s journey is to ensure that your customer’s needs are being met at every step of the way. You also get a better understanding of how and when you should connect with your customer to boost satisfaction/drive sales. Here’s an example of a re-engagement email marketing journey:

By visually mapping out the key touch points as to when customers will open their email and engage with the brand, marketers can strategically drive their customers further down into the sales funnel and, more importantly, in an informed capacity. Long story short, the better your understanding of your customer, the more superior their experience will be.
 

3. Make Customers The Center Of Your Offering

If there’s one communication channel that allows you to place your customers at the front-and-center every single time – it’s emails. There are infinite ways in which brands can reach out to – and connect with – customers using various types of email marketing, such as:

  • Onboarding emails that allow customers to get more familiar with the product/service:

  • Welcome emails to new subscribers/customers, which allows brands to demonstrate their ‘personality’ and set the right expectations with the customers:

  • Personalized product recommendations and customized offers to specific target groups and user bases:

  • Re-engagement emails to reel lost customers back in:

These were just the tip of the iceberg. There are thousands of ways in which you can improve your customer’s experience using email marketing. Do your research, understand your target base, and get going.

 4. Recognize Your Loyal Customers And Treat Them With Special Offers

Email marketing, when done consistently and with the right target audience, can generate the highest ROI. In absolute numbers, this translates to $38 for every $1 spent!

So how do you gauge who your most loyal customers are? You can roll out period surveys and laser-focus on analyzing your email subscribers through automated email marketing software. You can also send data-based emails to customers and reward them on special occasions such as anniversaries, birthdays, etc., as shown below:

Additionally, you can send out milestone emails to demonstrate gratitude and thankfulness to your loyal customers for staying with your brand:

Basically, emails with any kind of deal/offer/discount/coupon are generally well-received within your loyal target audience, and they encourage customers to continue their association with the brand as they feel rewarded and satisfied with the overall experience.
 

5. Seek Out Customer Feedback And Integrate It

Gathering customer feedback is really the lifeblood of any business. In fact, customers today are more vocal than ever on social media platforms when sharing their experiences and opinions about a brand. So instead of waiting for your customers to give feedback, why not proactively seek customer reviews and feedbacks via well-conceptualized emails?

Let’s look at a real-life example to understand this better. Everlane’s mobile-optimized email gets email marketing just right:

Not only does the brand solicit customer feedback with on-point content and visuals, but it also rewards customers for taking out the time to provide feedback – an ingenious move that encourages more and more customers to participate. Moreover, by thanking customers, the brand makes them feel valued and appreciated, thereby enhancing the overall customer experience through the roof!

Closing Thoughts: Email Marketing Is A Win-Win For Everyone

“More than 347 billion emails will be sent and received by 2022.” – Statista

Email marketing has stood the test of time and allow brands to get up, close, and personal with their target base. In fact, according to research, more and more customers – particularly the millennials – do get impacted by promotional emails. Whether it’s wooing new customers or celebrating the existing loyal ones, email marketing can lend a helping hand in all kinds of business use cases. What do you think?



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Marketing operations talent is suffering burnout and turnover

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Marketing operations talent is suffering burnout and turnover


“It’s hard to hire; it’s hard to train; it’s hard to keep people from burning out. To make matters worse, these challenges have intensified so swiftly that leaders have hardly had time to digest them, let alone mount a defense.”

That’s the main takeaway from “The State of Marketing Operations: 2022,” a new report from junior marketing ops training platform Highway Education and ABM leader Demandbase. The findings were based primarily on a survey of 800 marketing operations professionals from organizations of all sizes, more than half from mid-sized companies.

The demand for talent. The vastly accelerated shift to digital marketing — not to mention sales and service — has led inflated demand for MOps talent, a demand the market can’t keep up with. Two results: burnout as too much is demanded of MOps professionals; and turnover, as it’s easy to find alternative opportunities. The outcome for companies is the growing burden of hiring and training replacements.

Use of marketing software has grown two and a half times in less than ten years, according to the report, and the number of marketing operations professionals, across organizations of all sizes, has increased by two-thirds. Use of marketing automation alone has grown 228% since 2016, and there has been a 66% growth in the size of MOps teams just since 2020.

Perhaps most remarkable, 93% of MOps professionals learned on the job.


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Why we care. Providing beginner MOps training services, Highway Education clearly has an interest in this data. At the same time, there can be little doubt that the demand for MOps talent is real and growing. If there’s a surprising figure here, it’s that use of marketing software has grown only two and a half times in the last decade.

AWS MOps leader Darrell Alfonso, quoted in the report, says: “There’s a disconnect between marketing strategy and the actual execution — what it takes to actually operationalize and bring a strategy to life. Leadership, especially the ‘old guard,’ will be more familiar with traditional methods like field marketing and commercials. But now, during the pandemic and post, there’s an entire digital world that needs to be
managed by people who know what they’re doing.”

Read next: More on marketing ops from Darrell Alfonso


About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.



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Product Market Fit with Scott Cunningham [VIDEO]

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Product Market Fit with Scott Cunningham [VIDEO]


Scott Cunningham, CEO of Social Lite and Co-Founder of Merchant Mastery, has worked with thousands of ecommerce stores. The one thing he hears ALL. The. Time? 

“Facebook doesn’t work for my business.”

If you’ve said that about your ecommerce store, listen in as Scott shares what’s missing and how you can overcome that hurdle and start selling.

In this video:

  • Start Here to Sell More: 00:22-00:30 
  • What If I’m Selling a Brand New Product? 00:51-1:02
  • The Formula for Winning in Ecommerce: 1:21-1:34

Learn more about ecommerce:

The Future of Ecommer Marketing Is Now ➡️ https://www.digitalmarketer.com/blog/future-of-ecommerce-marketing/

Use This Framework to Build Ads That Move Product ➡️ https://www.digitalmarketer.com/blog/offer-harmonics-scott-cunningham/

NEW for 2022! Become an Ecommerce Marketing Master ➡️ https://www.digitalmarketer.com/certifications/ecommerce-marketing-mastery/




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Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses

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Antitrust bill could force Google, Facebook and Amazon to shutter parts of their ad businesses


A new Senate antitrust bill could make Google, Facebook and Amazon divest portions of their ad businesses. 

The Competition and Transparency in Digital Advertising Act (S4285) would prevent large ad companies from participating on different sides of the ad transaction chain. It would ban them from operating more than one of these functions: supply-side brokers selling publisher ad space, demand-side brokers selling ads, or ad exchanges connecting buyers and sellers.

Image from CDTA factsheet

The bill, introduced yesterday by Sen. Mike Lee (R-UT) and co-sponsored by Sens. Amy Klobuchar (D-MN), Ted Cruz (R-TX) and Richard Blumenthal (D-CT), bans companies earning more than $20 billion in annual digital advertising revenue from participating in the online ad ecosystem in a way that creates conflicting interests. 

It also imposes consumer protection rules similar to ones governing financial trading. Under the law, businesses with more than $5 billion in digital ad transactions annually would have to: 

  • Act in the best interest of customers by getting the best bids for ads.
  • Provide transparency customers can verify that.
  • Create firewalls between their buying and selling operations if they are allowed to operate both.
  • Treat all customers the same concerning performance and information related to transactions, exchange processes, and functionality.

“Digital advertising is dominated by Google and Facebook,” Sen. Lee said in a statement. “Google, in particular, is the leading or dominant player in every part of the ad tech stack: buy-side, sell-side, and the exchange that connects them. For example, Google Ad Manager is used by 90% of large publishers, and in the third quarter of 2018 it served 75% of all online display ad impressions. Google uses its pervasive market power across the digital advertising ecosystem, and exploits numerous conflicts of interest, to extract monopoly rents and stack the deck in its favor. These monopoly rents function as a tax — upwards of 40% — on every ad supported website and every business that advertises online, collectively a huge segment of the modern economy.”


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The new law is a response to the anti-competitive practices Google has been accused of. These include Project Bernanke, the focus of an antitrust lawsuit filed by the attorneys general of more than a dozen states. The suit claims Google ensured ads booked via its AdX system would win ad space auctions. 

“The conflicts of interest are so glaring that one Google employee described Google’s ad business as being like ‘if Goldman or Citibank owned the NYSE,’” Sen. Lee said.

Read next: Is there any incentive to crack down on programmatic ad fraud?


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About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.



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