With a ROI as high as 42:1, email is still one of the most powerful ways to increase customer engagement. But while email is a valuable asset for marketers, the landscape it exists in—the customer expectations around their inboxes—just keeps shifting. At this year’s Long-Term Relationships (LTR) conference, industry leaders shared how they’ve adopted new tools and methods to ensure that their emails are customized and relevant to their customers. Their message? The era of generic, mass-messaging is over.
What you’ll learn from this session:
- The importance of segmentation and personalization when it comes to email
- Why engagement is a good health check for brands looking to improve deliverability
- How to use email holistically with other messaging channels
Strategic Email Uses by Industry Veterans
Braze brought together seasoned growth marketers, CRM specialists, and product leaders from Canva, Grailed, and Just Eat. From customer segmentation and growth strategies to data-driven campaign personalization, these experts explained what it takes to create sophisticated email marketing campaigns that speak to today’s consumer. At the top of their list: Personalization and segmentation. A/B testing, localizing messages, and sending recommendations are just some of the ways they create valuable marketing campaigns.
Another focus of the conversation was deliverability. Although it can feel vague and scary, email deliverability is set up to promote good engagement practices by ensuring you don’t spam your customers. According to our experts, focusing on making real human connections also improves deliverability.
Learn How to Add Sophistication to Your Email Campaigns
A successful email campaign is one where your audience is properly defined and segmented—these days, customers don’t want to receive generalized content when they could get highly-relevant outreach. Reminding customers about abandoned carts, reengaging lapsed users, and sending onboarding welcome emails are all situations where email can effectively be utilized to make your customer engagements more thoughtful and more successful.
To explore how email marketing works in today’s mobile-first, highly connected world and how it can help you meet your customer engagement goals, check out what happened at this year’s LTR.