Contextual Email Marketing as a paradigm for personalized customer experiences.
Posted: Tue Dec 03, 2024 8:55 am
In this post we are going to delve deeper into the notion of Contextual Email Marketing , a notion that is gaining a lot of traction in specialized media, in light of the conclusions of the document The Contextual Marketing Imperative recently published by Forrester.
In a previous post we already introduced three considerations around Contextual Email Marketing:the moment of interaction,the placeandthe operational circumstances of the business. Here we will continue to develop some of these notions and introduce others with the aim of obtaining a deeper and broader understanding of what contextual email marketing means.
First, let's look at the main conclusions contained in the document we referred to earlier:
While marketers are prioritizing personalized experiences, strategies to achieve this are recognized as immature. Personalizing tends to “segment” lists rather than developing a personalized communication context for the customer based on the customer’s moment and behavior. Only 16% of marketers have the ability to anticipate customer intentions based on real-time recognition of their behavior and context.
70% of marketers who claim to have a database with a single view of the customer say that the data captured is very useful, while the percentage drops to 50% when it comes to marketers turkmenistan business email list who are not yet implementing cross-channel strategies. In addition, those marketers who are implementing cross-channel strategies are around 30% more capable and likely to incorporate real-time marketing actions across different channels.
When asked, end users indicate that the channels in which content and offers are less relevant to them are precisely those most used by marketers (Email, Direct Marketing, Retargeting).
Personalized offers
Source: Forrester
It is clear that marketing professionals in general, and those in relational and interactive marketing in particular, must make efforts to take into account the context of user interaction in communications.
From our point of view, there are 4 fundamental levers that must be taken into account to undertake this task in Email Marketing.
User behavior. It is not only about implementing a communication strategy that takes into account user behavior in terms of openings and clicks, but also their behavior on the site. This will involve implementing, in a consistent manner, remarketing and email retargeting programs .
Content. Content must be updated in real time based on the context and behavior of each user. We will see how it is increasingly common to use dynamic content that changes according to the time, place, and device of interaction.
Timing. “Smart email” providers are emerging whose technology allows, once a campaign has been sent, to deliver the message to the user’s inbox at the time when they are most likely to be checking their email. It is about incorporating browsing behaviour habits and taking them into account to deliver the email at the most opportune moment.
In a previous post we already introduced three considerations around Contextual Email Marketing:the moment of interaction,the placeandthe operational circumstances of the business. Here we will continue to develop some of these notions and introduce others with the aim of obtaining a deeper and broader understanding of what contextual email marketing means.
First, let's look at the main conclusions contained in the document we referred to earlier:
While marketers are prioritizing personalized experiences, strategies to achieve this are recognized as immature. Personalizing tends to “segment” lists rather than developing a personalized communication context for the customer based on the customer’s moment and behavior. Only 16% of marketers have the ability to anticipate customer intentions based on real-time recognition of their behavior and context.
70% of marketers who claim to have a database with a single view of the customer say that the data captured is very useful, while the percentage drops to 50% when it comes to marketers turkmenistan business email list who are not yet implementing cross-channel strategies. In addition, those marketers who are implementing cross-channel strategies are around 30% more capable and likely to incorporate real-time marketing actions across different channels.
When asked, end users indicate that the channels in which content and offers are less relevant to them are precisely those most used by marketers (Email, Direct Marketing, Retargeting).
Personalized offers
Source: Forrester
It is clear that marketing professionals in general, and those in relational and interactive marketing in particular, must make efforts to take into account the context of user interaction in communications.
From our point of view, there are 4 fundamental levers that must be taken into account to undertake this task in Email Marketing.
User behavior. It is not only about implementing a communication strategy that takes into account user behavior in terms of openings and clicks, but also their behavior on the site. This will involve implementing, in a consistent manner, remarketing and email retargeting programs .
Content. Content must be updated in real time based on the context and behavior of each user. We will see how it is increasingly common to use dynamic content that changes according to the time, place, and device of interaction.
Timing. “Smart email” providers are emerging whose technology allows, once a campaign has been sent, to deliver the message to the user’s inbox at the time when they are most likely to be checking their email. It is about incorporating browsing behaviour habits and taking them into account to deliver the email at the most opportune moment.