Why Email Campaigns Matter for Customer Experience
19 Jun 2023
One of the most effective and affordable ways to reach and engage your target audience, build trust and loyalty, and drive conversions and revenue for your business is email marketing.
Email campaigns are not only a powerful tool for communicating with your existing customers, but also for attracting new ones and creating a memorable customer experience for them.
What is email marketing?
Email marketing is the process of sending emails to promote your products, services, or brand to a group of people who have given you permission to contact them. Email marketing can be used for various purposes, such as:
- Increasing brand awareness and recognition
- Driving customer engagement and retention
- Boosting website traffic and SEO
- Generating and nurturing leads
- Selling more products and adding more revenue
- Conducting surveys and collecting feedback
- Providing value and education to your audience
- Self-promoting your achievements and offers
What are the benefits of email marketing?
Email marketing has many advantages over other forms of marketing, such as:
- Personalisation: You can customise your email campaigns based on your audience’s preferences, behaviour, location, and other criteria. You can also use their names, interests, or purchase history to make your emails more relevant and appealing.
- Segmentation: You can divide your email list into smaller groups based on specific characteristics or actions. This way, you can send targeted emails that match each segment’s needs and goals.
- Automation: You can use tools and software to automate your email campaigns based on triggers or schedules. This can save you time and effort, as well as ensure consistency and timeliness in your communication.
- Measurement: You can track and analyse the performance of your email campaigns using metrics such as open rate, click-through rate, conversion rate, bounce rate, unsubscribe rate, and more. This can help you optimise your strategy and improve your results.
- ROI: Email marketing has one of the highest returns on investment among all marketing channels. According to a study by DMA, for every £1 spent on email marketing, you can expect an average return of £42.
How to create effective email campaigns?
To create successful email campaigns that deliver a great customer experience for your audience, you need to follow some best practices, such as:
- Define your goals and objectives: What do you want to achieve with your email campaigns? Who are you trying to reach? How will you measure your success?
- Build your email list: How will you collect email addresses from your potential and existing customers? How will you ensure that they have given you consent to send them emails?
- Choose your email platform: What tool or software will you use to create, send, and manage your email campaigns? How will it integrate with your website, CRM, or other systems? One of the best options for email marketing is Sitecore Send, a modern no-code editing experience that makes it as simple as drag, drop, done.
- Design your email template: How will you make your emails look attractive, professional, and consistent with your brand identity? What elements will you include in your emails, such as logo, header, footer, images, buttons etc.?
- Write your email copy: How will you craft engaging and persuasive email content that captures your audience’s attention and motivates them to take action? What tone and style will you use? How will you avoid spam filters and comply with legal regulations?
- Test and optimise your email campaigns: How will you ensure that your emails are error-free and display correctly on different devices and browsers? How will you experiment with different variables, such as subject lines, images, calls-to-action etc., to find out what works best for your audience?
- Monitor and analyse your email campaigns: How will you measure the effectiveness of your email campaigns using the data and insights from your email platform? How will you use this information to improve your future email campaigns?
Email marketing is a vital component of any digital marketing strategy. It can help you create a strong relationship with your audience, deliver value and satisfaction, and grow your business. By following the tips and best practices outlined in this article, you can create impactful email campaigns that enhance your customer experience. And by choosing Sitecore Send as your email platform, you can enjoy a modern, easy, and powerful way to create and send personalised email campaigns that drive results.