The high ROI that email marketing continues to achieve for retailers, combined with the growing importance of marketing automation for businesses, proves that email is far from dead. Brands are becoming increasingly data-driven and reliant on automated workflows to nurture leads and customers. What's surprising is how the younger generations are taking to email. We look at the revealing email marketing trends amongst Millennials and Generation Z:
Marketers and thought leaders often talk about the need to integrate channels, especially connecting email marketing with social networks. However, it's often focused on how email marketing can help build your social media presence.
It's one thing to get subscribers to open your marketing emails, but quite another to convince them to keep engaging with your email content over a sustained period. You need to build customers relationships with subscribers and nurture them. What's the best tactic for doing this? By demonstrating the value of your content and services. This will encourage your subscribers to stay loyal.
A recent market research article from the Guardian, called “How loyal are you to your loyalty cards?”, reflected on recent cutbacks by retailers to their loyalty scheme reward perks. It gauged consumer opinion of loyalty cards in general and their perceived value.