Most marketers use email as part of their marketing strategy, according to Oberlo.
Email marketing is a valuable tool for lead generation and management and customer management. But, since the market is flooded with brands vying for the consumer’s attention, marketers need to be able to stand out. One way to stand out is by personalising emails through segmentation.
Consumer data, like browsing activity, demographics, and purchase history, can be used to customise the email and make it more relevant. The goal is to provide a customised consumer experience to each segment, which may persuade leads to become customers. To this end, marketers consider automating the email marketing process.
Marketers can further use automation to track consumer data and provide insights into their purchase journey. These insights can help craft highly targeted content that may drive prospects to act. Brands should be sending out emails that resonate with their target audience. They can achieve this by ensuring that the content educates, connects, or improves upon something for the audience.
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[13 minute read]