A constant evolution of the marketing strategy
Digital marketing is constantly evolving, depending on customer behavior. Companies must therefore adapt their strategy to stand out in a competitive market. The business objective remains the same: to attract the attention of prospects and convince them to make a purchase. In this marketing strategy, the content of the email and the chosen target are essential.
In 2023, many companies have used technological advances to enrich their customer portfolio and improve their sales results. They also paid particular attention to data protection. How did they perfect their email campaigns?
Personalized emails
Each email sent risks being drowned in the mass of commercial emails received daily. It is therefore essential that prospects receive personalized content, adapted to their needs. The email must answer their search or provide them with a solution, using the information available about them. The customer database is an essential tool in this case. In addition, the use of marketing automation saves time and shows responsiveness appreciated by future customers. An effective personalization strategy is based on analyzing the behavior of prospects when sending an email, using marketing automation.
Neat content and appearance
The visual quality of the content of an email is essential. While respecting the company’s graphic charter, it is important to surprise the prospect’s eye with clear and impactful content. Interactive content, which offers a customer experience close to a web page, is always appreciated. It is also interesting to integrate values linked to sustainable development into the content of the email, in order to strengthen mutual trust. Responsible marketing is taking up more and more space in B2B email campaigns.
Social networks and AI
Artificial intelligence is a valuable tool for emailing. It allows automation, analysis of customer data and email open rates, scheduling, etc. It is even possible to use AI to write content or improve the presentation of an email, based on prospects’ expectations. Emailing is a component of a marketing strategy using several channels, such as the web and social networks. Every year, it is important to take into account this combination of means to retain customers.
Secure customer data
Compliance with the data protection policy is essential in a B2B relationship. Emails must therefore ensure consent and appropriate use of this sensitive data. This builds mutual trust and facilitates sales goals.