Editor's Note: Technology is critical to the success of content marketing. However, given the complexity of technology selection and use, companies often struggle to keep pace with innovation. To bring clarity and understanding, we begin a series of conversations with leaders of opinion in this space.
E-mail may be an old dog in digital marketing channels, but it continually provides new technology-based tips to strengthen engagement and effectively deliver content and on-demand campaigns.
Of course, robust and sophisticated e-mail marketing solutions have also resulted in a disconnect between the willingness of marketers to put technological innovation at stake and their effective use of tools.
I place an opinion leader on e-mail marketing in the hot seat, asking him what marketers expect the most from technology, how he can get it and what trends they should know.
Meet the expert
Shane Phair, Director of Marketing, CMGroup Global, who oversees three email marketing platforms – Campaign Monitor, Delivra and Emma
Background: Experience in marketing, sales, demand generation and business integration
List of podcasts: Call for action by Unbounce; Things to know by HowStuffWorks; UnMarketing UnPodcast (sponsored by Emma)
What Every E-Mail Marketing Specialist Means Email Marketing
Shane: We hear a lot about this quest for knowledge and exploitable data. It seems like we all want all the data for all our audience all the time.
E-mail marketing can play a key role in this quest, as the resulting data is extremely useful for understanding your audience or raising the profile of your customers. You can see what drives engagement with your audience, which channels are more effective for which group of customers, and then optimize your communication based on these segments, using email to complement their experiences elsewhere.
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Analysis of ideas
Shane: It's imperative to know who your subscribers are and where they come from. Businesses can no longer send one-size-fits-all campaigns. Having a good understanding of your subscriber and his background will help lay the foundation for all your email marketing. In addition, it allows you to successfully create relevant and targeted automated campaigns – such as welcome emails, engagement campaigns, or leadership building campaigns – and to promote retention, just to name a few. important objectives.
Companies can no longer send single campaigns for everyone, says @ShanePhair. #ContentTECH #email Click to Tweet
Content testing is an effective way to understand your audience. This tactic, combined with tracking a subscriber's engagement history, can help inform what you send, how you design your content, and how you personalize each email. When your brand tells compelling stories with targeted and relevant content, you're able to train an active audience in the inbox. Keep in mind that you will always want to test and use different approaches to really leverage your knowledge of your subscribers' interests to define the right hierarchy of content.
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Making the most of the knowledge of the public
Shane: Personalization in its simplest form is simply adding a subscriber's first name to the subject line or copy of the email. While this may be an effective tactic, we firmly believe that this should not be your only type of customization. You should consider all aspects of an email.
Adding a name to the subject line should not be your only type of customization, says @ShanePhair. #ContentTECH Click to Tweet
You can create content, images, and even CTAs based on gender, demographics, location, or personal interests. Brands that implement these advanced tactics have higher clickthrough rates and conversions because they are able to deliver highly relevant content to their subscribers.
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Implementation of e-mail marketing technology
Shane: Your approach to implementation is 100% dependent on the type and size of the organization. For example, at Emma, we work with many distributed organizations, such as franchises and universities, where many stakeholders need to be involved in successful implementation.
To sum up, successful implementation is based on two essential elements: systems and governance. For the most part, you need to know the other systems on which the chosen platform will need to connect and identify the teams, roles or individual users in your organization requiring access.
Systems and governance are two key elements of the success of email marketing technology, says @ShanePhair. #ContentTECH Click to Tweet
Next, you will have to consider a large number of questions, both on the system and on the user side:
Do you intend to export and import your data manually or connect your email platform to your CRM?
How do you want the campaign approvals to be transmitted?
For how many types of users do you need to configure access permissions?
Never underestimate the value of continuing education. As roles change, knowledge can go out of the door. Maintaining access to resources and setting up a program to help new employees get on the right track will help reduce downtime as they work. evolution of your team.
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On the longevity of electronic mail
S hane: One thing we can not talk about enough is the general importance of the messaging channel. There are nearly 3 billion e-mail users in the world, and the public still prefers to receive communications and promotional content. It has proven to be one of the most effective engagement and return on investment tactics in all sectors, and it will not go away anytime soon. A recent Litmus study (blocked content) revealed that email was the most powerful channel with regard to the future of marketing. It's simply the most vital success tactic for organizations of all sizes. We strongly believe in the power of email and its daily impact on the lives of our customers.
Digging deeper into the inbox
My interview with Shane recalled the tips and tricks of recent articles on demand generation and email marketing published on our site. Here are some suggestions for further reading:
At the ContentTECH 2019 Summit, Convince & Convert's Jenny Magic explained how WP Engine, a WordPress hosting platform, divided its account list into two groups: it ran custom ads and passed generic creatives to the other. Custom group email rates increased by almost 60%, with response rates up 29% and opportunities 28% higher.
ContentTECH Summit 2019 also featured an in-depth e-mail discussion with Michael Barber, Godfrey's Senior Vice President and Creative Director. Read an interview with Michael in the latest issue of CCO or watch this video in which he debunks myths about the length of subject lines, e-mailing times, and so on.
Advancing in Technology
Each upcoming month, I will explore many other technology categories, including analysis, public engagement, enterprise content management, and so on. If you are looking for advice on the use of marketing technology, you must choose, integrate and configure it. how to apply it to your specific content marketing challenges; Or anything else – tweet your big questions to @cmicontent using #ContentTECH, and I will do my best to share the answers in the next TechTalk posts on this blog.
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To learn more about the latest technology solutions that can improve your success in content marketing, join us at Content Marketing World from September 3 to 6. Register today using the code HARRIS100 to save $ 100.
Cover image of Joseph Kalinowski / Content Marketing Institute