What do the 5 senses and email marketing have in common?

If you search online for ‘email best practice’ you’ll be inundated with articles giving you tips on everything from sign-up forms to one-to-one communications (and everything in between, which is a lot).

In reality, best practice can be as logical as common sense, and aligning to the five senses is exactly what marketers should be doing to get the best from the email channel.

This blog aims to give you a checklist on how to approach best practice, putting your customers at the heart of everything you do.

Hear…

…what your readers want!

Everyone loves a good listener and, as a brand, listening will help you establish and build trust with your customers. From asking them upfront to self-select preferences to inviting and listening to regular feedback, showing that you hear and adapt to what they are saying to and about you will boost engagement and long-term customer loyalty.

Speak…

to them like you would to your friends or associates. Your customers are people first and foremost and they’re going to prefer spending time with people they like (hopefully you!), rather than brands who see them purely as a sales opportunity. Your tone of voice and messaging is your opportunity to inform, engage and sell, so use your words wisely!

See…

…what they’re doing. Opens, clicks and heat maps are a great way to see what’s catching your customers’ eyes. For example, run a test to see what creatives and formats work for your consumers.

Don’t just stop there either: if you’re able to, see what their path to purchase is. Where are they going next? How long are they on site? Use this to build up a portfolio of your segments and target them with content to match.

(Keep in) touch…

… at the right frequency. Too many emails and your customers might feel bombarded, your core brand message is lost, and customers stop paying attention. Too few, and your customers will forget who you are and you risk them going to your competitors. Listening to your customers, and seeing what they’re doing, will guide you towards getting the touchpoints right.

Taste…

… and learn (or rather: test and learn!) Big brand strategies can be realized through incremental test and learn strategies. Improving your customer communications little by little will not only produce more engaging emails, but you’ll get a taste for your different customer groups and how they move through the lifecycle. This way can be proactive in anticipating their needs, rather than reacting when it’s too late.

Ultimately, keep it simple and let your customers guide you to what the best practice is for you. We’ve tons of free resources to get your email marketing best-practice ready.

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