for their email marketing. “Don’t sit still because your business works today. It’s about looking towards the future, and what you need to do to changing expectations,” says Jenna strategist, Communicator. Personalisation leads directly to higher click rates and conversions, and as personalisation increases, so do those leads. Having a clearly your whole team can have a clear vision of what to aim for within your wider framework, and move you up the ladder in terms of email marketing sophistication.
Expanding Your Brand And Increasing Revenue Through Automation
More than 60 per cent of businesses use email marketing to stay in touch with their customers, but only 13 per cent of them are using automation software. Stephen Cohen, senior consultant at dotmailer, explained how automation was the key to increasing personalisation, and therefore, customer engagement. By considering your customer touchpoints, and identifying potential issues in order to resolve them ahead of time, brands will be able to ensure customer journey. “Think big, start small, scale quickly… if you make it a
target to implement one thing every week, you’ll be able to see a massive change in terms of the automation you’re doing.”
Breaking The Rules Of Online Marketing
Stacy Westhead, director, atom42, revealed the secrets to “bending best practice” in order to harness creative thinking and avoid getting stuck in a repetitive rut. In a saturated market, where everyone is following the same rules, a bit of rebellion in your marketing strategy can seem like a breath of fresh air to your beleaguered consumer. “Try and get inside their motivations,” says Westhead. By really delving into the customer journey, and the thought process behind their interaction with your brand, you can streamline your engagement strategy to give you the best shot at conversion. If brands want to change the way they’re viewed by their understanding the motivations behind biggest gains are when the biggest changes are made, and by being brave and pushing yourself out of your comfort zone, this can really lead to some great results for your brand.”
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BOARDROOMS: 26th January
Results
15th June
Words: Gillian Ingram
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