Email is the backbone of any marketing agency as it is seen as a reliable tool from both the ends. Continuous efforts by the marketers can help make it work at its best.

The Marketing Week columnist Tina Desai has shared four tips to help marketers improve their email marketing efforts.

Focusing on personalisation and email marketing, Desai says, “Better personalisation of email campaigns is top of the wish list for marketers, according to Econsultancy’s report, but for many the promise of 100% personalisation “remains a distant prospect”. Marketers believe it is a huge challenge, with the biggest hurdle integrating email marketing systems with other channels.

Meanwhile, the DMA’s Consumer Email Tracker Report 2017 finds that personal and relevant emails are an “absolute must” for consumers, which is particularly important given 99% check their non-work emails every day, yet 59% are receiving irrelevant communications.

Lopes agrees that “creating mass communications with hyper-personalisation” is a big challenge for marketers, but “personalisation for personalisation’s sake will not get you anywhere”.

Virgin Holidays’ customer research panel helps the brand to create a solid strategy and clear communication objectives”.

How to use email marketing effectively

Marketing Week

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