What it takes to make your email marketing strategy stand out

Recent data shows that email marketing remains the preferred channel for UK consumers to receive offers, content, incentives and rewards from brands. When it comes to driving sales, email outperforms paid social and display advertising by up to 128% in the UK. This is 20% higher than global consumers, 57% higher than France and more than double Spain (62%).

So who gets it right and what criteria are considered critical to a successful email marketing campaign?

Email marketing comes first

According to The Forrester Wave™: Email Marketing Service Providers Report for Q1 2022, seven key criteria for effective email marketing are dynamic content, privacy, security, distributed business model support, full-service support, globalization, and product vision.

In fact, the report identified Cheetah Digital, a provider of cross-channel relationship management solutions for modern marketers, as the company that received the highest possible score on these seven key criteria. It noted that the Cheetah Digital platform is designed to solve global marketer problems, not just offer a set of features.

Look at your current offering, strategy and market presence

To add some context, this year’s report evaluated 13 email marketing service providers across 24 criteria, broken down into three categories: current offering, strategy, and market presence.

Tim Glomb, Vice President of Content at Cheetah Digitalsays that in today’s highly fragmented marketing ecosystem, large retailers, banks and hotel chains want comprehensive relationship marketing, not just running email or mobile messaging.

“Email marketing is more relevant than ever, but only if done right
secure infrastructure,” he explains. “We are positioning our overall value, product strategy and workflow to deliver value at the key stages of a customer’s brand relationship: acquisition, engagement and loyalty.”

Who gets it right?

For example, when working with American Airlines, the company saw an email open rate of 50% and a close rate of 84% (when using the Cheetah Digital Customer Engagement Suite experience).

“We have a great relationship with Cheetah and have been on the messaging platform for a while. So this was a good opportunity for us to see what else is in Cheetah’s Customer Engagement Suite.” Ein Lomers, Senior Manager, Marketing Comms Planning & Owned Channels, American Airlines. What it takes to make your email marketing strategy stand out

Fry Electronics Team

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