Be considerate
In 2020 the whole world was caught up in a pandemic. This has changed the way people shop online, react to different messages, and also their emotions in general. The opening rate of emails has decreased while the rate of spam emails has increased. Although the pandemic could be over in a few months, the aftermath could last until the end of 2021 or beyond. So it is advisable to send emails that sound like they come from a real person. What customers want now is not a brand that suggests a purchase to boost sales, but a person who recommends a solution to a problem they face.
Hyper-personalization and micro-segmentation
Personalization has been associated with email marketing for some time, but with the amount of data available with today’s technology, there is an opportunity to implement better personalization tactics. Marketers no longer use first names as a personalization tactic, but instead use recipient demographics to create personalized email content. They are also making changes in delivery times. To go one step further, they are combining dynamic email content with micro-segmentation criteria to send emails that contain only the content that interests a subscriber.
Asking for user Feedback
Email metrics help understand the performance of an emailing campaign, but you won’t get a complete picture of a marketing effort if you rely on metrics alone. To understand customer perspectives, you need to ask for their input. To get unbiased feedback, it is recommended to send emails asking for feedback based on specific criteria, for example:
Preferred film genres
Preferred film lengths
Cinema attendance
Special Events
Personal likes (directors, actors, movies in general)
