As new data strategies has become the norm, the email remains a vital tool in the marketers’ arsenals.
The way and manner brands and marketers are now feeling about the email appears to be cyclical. Every few years it seems like there is an industry-wide reevaluation of its efficacy. As the landscape of digital strategies has continued to evolve. However, more of emphasis has been placed on better consumer data, now is the exact time for marketers to fully embrace the email. Embrace the email as an essential part of their personalization and their promotions efforts.
Consumer Data
Considering the report by the Interactive Advertising Bureau’s (IAB) most recent report, as well as the forthcoming legislation that is surrounding the consumer data. Brands are now in a position where they can center their data and marketing strategies around the concept of a value exchange. This value exchange can be a loyalty programs, a better personalized consumer experiences, an individualized promotions. It can even be a free content in exchange for consumer data. Email is a very vital channel within this framework because it has long been a conduit for one-to-one communication between a brand and a consumer.
By the leveraging of more robust first-party data, and also the focusing of outreach strategies under the umbrella of the value exchange. The brands are in a unique position to begin transforming their email programs into an engine. That will not only be of help in driving the unprecedented projections for retail growth in the forthcoming year. Also will be reinforcing the reopening strategies for the brick-and-mortar retailers.
Email As the Relationship Builder
Email surprisingly is resilient; as a communication channel that has underpinned the invention of the internet. It is the single most pervasive mode of the one-to-one communication for the brand to the consumer messaging. Because of its prevalence in everybody’s lives, email is now a fertile testing ground. To make actionable the increased investment in more robust data. Like the first and the zero-party data.
So to say, with respect to the data and the consumer control. The email is known also as one of the most highly regulated modes of communication. The Consumers are given multiple options for them to control settings of which emails that they receive, even unsubscribe, and alter other preferences. Their inbox is also their own—it is a space that they own personally. And can browse at their pace, all based on their personal interest.
“One of the most unique thing that is known about the email marketing is that it is completely context managed by the consumer.” Says Sherene Hilal, the senior vice-president of the product marketing and business operations at the Bluecore. The consumer actively opens and then explores their inbox. In which it makes the signal that is from the email marketing the most predictive of the repeat purchase and the high quality data mainly determines the price, the product, and the category affinity of a shopper.”