If you think email marketing is going to die a slow death in 2021, you’re sorely mistaken. In fact, email marketing still offers some of the best conversion rates and ROI of any digital marketing activity! However, this article isn’t about conversions or returns on investment. On the contrary, this article deals with how emailing carefully curated content to your customers can actually assist with facilitating a superior general customer experience. You want your customers to have good experiences every time they engage with your brand, and email marketing is one way to make this a reality. Here’s how:
CX Defined
CX stands for “customer experience”, just like UX stands for “user experience”. The customer’s experience, in the context of marketing, is a culmination of the quality of all facets of customer/brand interaction. In other words, CX is the experience your customers have whenever they are dealing with your staff, browsing your website, or reading your email marketing messages. All brands should be striving to improve their CX across the board, as customers are the lifeblood of any business.
Email Marketing 2.0
The first email marketing iterations were bulk mails sent to large databases of email addresses. This convergence of traditional and digital marketing meant that customers could receive messages from brands directly to their personal computers. However, the dissemination of these messages was still done in a traditional fashion (cast a wide net and hope to catch something). Email marketing is still relevant today, but marketers have had to up their game substantially. Email marketing 2.0 is characterised by greater database segmentation and personalisation, which allows marketers to create bespoke messages specifically for certain target audience members in their list.
