“While content is king, a queen, email is needed to complete its kingdom.”
In spite of what other people say, the use of email is not dead. In fact, it has evolved in a way that we didn’t imagine. Now, we strongly suggest utilizing email marketing to their advantage by strong contextual data.
Unskilled marketers will say that email marketing is stagnant, but they are clouded by the misconception. Instead, it is going through an unbelievable evolution that businesses who use them often see significant results for every $1 invested. With people hooking up their email accounts to their mobile devices, these are untapped opportunities waiting to be discovered! With other businesses already utilizing email campaigns, the battle of engagement arises. Not only are they required to produce great content but they need to stand out.
In the digital sphere, content is deemed, king. Nowadays, online marketing is growing in a way that continues to evolve digital experiences. So while content is king, a queen is needed to complete its kingdom.
But what is compelling enough or a king in online marketing? Context. Visual and invisible cues that provide relevance to a user is important in contextual data. While 68% of marketers believe they’re doing an excellent job personalizing an email, about 70% of consumers, beg to differ. What does this mean to email marketing? Need for a change and reconstruct context is necessary to see the consumer eye to eye.
We’re past the “Dear [insert name]” technique. It’s an ineffective method that discourages people from pursuing its call to action. When marketers want a successful email marketing campaign, they may want to consider the deployment of context in their approach.
Context Marketing– What is it?
Is it a type of marketing that provides help to consumers promptly. Consumers are looking for real-time value, and a campaign they care about when they open the message. Does the email provide relevancy? If not, what can you do differently?
Contextual email marketing focuses on delivering personalized experiences to their audience. Experienced marketers can all agree that personalization helps consumers feel connected to a brand. Other marketers think that personalization is shallow. In turn, their audience is numb to effortless campaigns with non-personalised service offers and incessant email solicitations.
Relevance in Time and Location
Companies that send last-minute deals in their hometowns are perfect for those who are looking for a bargain for their next weekend getaway. However, if the same email was sent to someone who is already on vacation, it leaves the consumer feeling left out from the deal. No personalization efforts are available to them which makes them feel like they’re missing out on a deal.
Contextual email is the art of understanding preference, time, location, experiences, and instrumental deliveries. Content focuses on what is being offered; context is about where and when. When marketing understands that context is queen, it will drive customer engagement to the roof. It builds brand advocacy and revenue.
Examples of Context Relevancy
News – Brands that bring local news to their hometown creates value, but that vanishes the moment they leave the city. When you tailor local news that brings relevance to your consumer, they understand that your brand is there to help.
Imagery – When the customer is traveling, businesses need to show visual presentations of their new location. These visual cues are efforts showing that your brand is consumer-centric. You genuinely want to provide appropriate content at the right time.
Tips – While they’re on vacation, provide them with directions to hotels and restaurants that are according to their budget. This will give your consumers a better experience during their vacation.
When you want to create a valuable brand to your customers, you want to consider a contextual email marketing campaign. Us at K2 Analytics recommends these useful techniques tend to generate more revenue along with strong brand awareness. So the next time you work on an email campaign, ask yourself, “is it relevant and personalized to my consumers?”