Email Marketing: Tools and Relevancy

In order for email content to be engaging, it must be to the point and relevant. It must be also be highly personalised and add value. By monitoring the behaviour of the consumer brands can then move the user to take an important action, for instance by using the “Foot in the door” on-boarding technique.

The “Foot in the door” email technique, refers to establishing a bond with the consumer by initially calling upon them to perform a small seemingly trivial task, then once a relationship is formed asking them to do the previously-intended “bigger” task. An example of this technique would be to ask your audience to attend an event related to your brand, and then secondly, refer your brand on to five people.

Once the consumer completes the first task, they will feel obliged to comply with the second task, thus forming a bond. The aim of such email marketing is to provide a warm welcome, guidance and motivation to new email subscribers.  This technique will help to convert new email subscribers into eventual brand advocates.

Brands could also make use of mobile phone push notifications and app notifications, when used correctly (and sparingly!) these can be used to provide helpful content to the consumer such as reminders to complete their transaction with your brand, or a reminder to leave feedback after purchase. These can be tailored to appear at a time suitable to the user.

Ultimately, brands need to be aware of the context of their marketing, emails and notifications need to be highly-targeted and only delivered in situations where they will definitely deliver value. Customers are likely to find content personally tailored to them to be highly engaging, however mass irrelevant spamming will lead brands to a quick dead end.


How changes in the Digital Marketing Environment are effecting the Marketing activity of SME’s


The complexity of marketing is growing sharply, owing largely to the adoption of new technologies, with a focus on the personalisation of content, video content, mobile device optimisation, social media marketing and content marketing in particular.

A report by the Economist Intelligence Unit supports the opinion “that marketing will own the customer experience by 2020”, marketers are now snubbing the blanketed, mass market approach, in favour of personalising the customer marketing experience to each individual user.

The adoption of new technologies supports this notion, social media, the internet, mobile internet and mobile apps are set to be the top marketing channels by 2020. And these channels allow for greater personalisation over the customer experience as opposed to traditional channels such as tv and radio, which both lack two way interaction with the end user. Personalisation creates a more positive customer experience and is said to better customer loyalty and improve brand perception.

However, returning to my first point, tailoring services to each individual user makes marketing complex and this could be why many SME’s (Small to Medium Enterprises) don’t use digital marketing to drive their business, despite more than three quarters of them believing that digital marketing is critical to their success.

Small businesses are often intimidated by digital marketing, citing the expense and difficulty of use as barriers to use the technology. The digital landscape is fast paced and driven by trends, which also makes it complicated to invest in.

There are also new challenges such as the rise in user ad blocking, which is set to cost content publishers $27bn in lost revenues by 2020. Adoption of ad blocking software is strongest amongst young people, who are the primary users of such technology and with in-app ad blocking set to appear soon, this presents a large problem for digital advertisers.

This supports my view that digital marketing is becoming more focused on tailor-fitted, personalised content that is individual and valuable to the end user, the huge uptake of ad blocking software is a backlash in protest of  the traditional blanketed marketing approach which offers little value to many users and may be seen as a nuisance. It is essential for firms to build up consumer’s trust in digital adverts discourage the use of ad blocking if this medium is to still have impact. Google’s Accelerated Mobile Page and Acceptable Ad Initiatives are attempting to do so this but my gut feeling is that they will see little success. Digital marketers must provide users with useful, engaging content, not pester and frustrate them with mass marketed advertising.


I found these articles useful whilst writing this piece: