1. Most personal channel to engage consumers
Whatever your target demographic, email is still the most preferred and most personal way to engage with your audience. According to a survey, 64% of millennials, 72% of Gen X, 60% of Gen Z, and 74% of baby boomers feel that email is the most personal channel for communication. Emails have the power to be even more unique when you leverage automation to send the right message at the right time. Engagement is key to winning potential customers and retaining old ones. Increase engagement by using clean email lists that contain insightful demographic data, which will allow you to segment your lists so you can send meaningful, tailored, and personalized messages.
Email marketing remains one of the easiest digital marketing strategies to measure, which is important to track your KPIs and ROI. With email marketing, you can track your campaign’s delivery rates, open rates, click-through rates, bounce rates, and unsubscribe rates. Measuring campaigns also help you determine your ideal send frequency, helping you avoid the problems that come with under-sending, such as reduced brand visibility, missed revenue opportunities, and difficulty maintaining a clean list of active emails. These metrics also give insight on what works and what doesn’t, allowing you to tweak your campaigns or decide which campaigns have no impact at all. You’ll learn what type of content generates the most engagement, which will guide you in strategizing future campaigns.
3. Power to personalize
Giving someone your email address is like permitting that person to connect with you. It is why most consumers feel that email is more personal and why they are more likely to engage. However, many brands waste this opportunity by sending generic or irrelevant emails that frustrate the recipient. With email marketing, you can personalize campaigns that enhance the customer experience. According to Statista, 62% of U.S. consumers are willing to disclose their email addresses for personalized offers, and 93% of B2B marketers attribute their revenue growth to personalization. The key email personalization is to leverage your contact data profiles to provide content that you know will interest your audience. Personalization can be as straightforward as greeting the recipient with their first name or mentioning the region where they live.
At RunnerEDQ, we know the value of personalization in email marketing. Our demographic data solutions tap into a data file of over 2 billion records covering 250 million U.S. individuals and 170 million households to add detailed consumer information to your customer records. With this insight, you’ll be able to define the unique attributes of your best customers, predict likely future buying behavior, and identify customers.