Innovative Email: Concentrate on engagement, and conversion will look after itself
Source: Innovative Email
by Philip Storey
I’m frequently asked what I think the most important metric is in email marketing. More often than not, the answer to this is ‘conversion’. But it doesn’t have to be, and I’ll tell you why…
If you can develop meaningful relationships with your prospects and customers by offering up relevant and timely content, then conversion will look after itself. The problem is, most brands out there today are still doing little to no segmentation, many are not doing any behavioral analysis, and a lot of email marketers I speak to are still sending emails on a day that is convenient to them, rather than their prospects and customers.
Many email marketers are too caught up with digging out offers to ‘tempt’ more prospects into purchasing/signing up/registering instead of devising personalised, relevant and timely content to create a great experience. You don’t need to give away some of your precious bottom-line to increase conversion rates – just make sure that your emails are customer-centric rather than commercially-centric.
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