Did you know that on average, a typical British household has over 7 internet devices and from these, smartphones are the most common? Around 50 percent of people now use mobile for search as a way of finding results and 61 percent of those searches result in a purchase being made (Search Engine Watch). Customers are more connected than ever and their behaviour is changing buyer habits, meaning a change in strategy.
Why a change in strategy for email?
A change in behaviour has had a huge impact on the customer journey as this is now no longer linear. From a recent Communicator Benchmark Report, more than 60 percent of emails were opened with a smartphone meaning we must focus on multiple touchpoints when creating an email strategy to create the ultimate customer experience. Failing this, and you’ll be lost amongst the crowd of competition in the inbox.
Crocs felt the bite
Crocs are an example who were too safe in their digital strategy to suit their customers’ needs in the change of behaviour and as a result, profits dropped below the success they’d achieved when they first started out. They’ve now learnt from their mistakes and stepped up their game by evolving products to be more relevant to audiences such as theming their shoes for children.
It’s important to first understand the customers’ existing journey and where you can add value at the right time. This will help create a seamless experience so your customers are ready to make that all important decision. So, how do you know what content is the right content for your email strategy? This is where Jenna Tiffany’s, Digital Marketing Strategist at Communicator, top trend prediction, a single customer view (SCV) comes into play!
A single customer view for email marketing
Jenna had spoken about this several times at events and in a previous article on how valuable SCV is in email marketing. A single customer view allows you to know what your customers are searching for, the device they’re using and their location. This is the utopia of marketing as all the information you’ve collected allows you to predict future behaviour by utilising all the data you have about that particular customer. What Jenna’s seen when working with Communicator’s customers is that brands big and small, particularly in retail are starting to build a SCV.
‘A single customer view provides the ability to track a customer’s entire journey across all channels in one single view.’
We all know that customers are becoming more sophisticated, and sending impersonal email marketing messages is a huge turn off. This is where using a SCV to tailor the end-to-end experience will help to create engagement and ultimately, ROI. If you ask to collect customer’s information other than their email address, they’ll expect an enhanced experience in their buyer journey with the information they’ve given you. Fail to do so and they may begin to question why you’re collecting it which is a huge risk now that the General Data Protection Regulation deadline date is agreed. Using their data wisely by starting with an email address can create a seamless multichannel experience – all driven by data.
So what’s next?
Who knows what the future will hold with the customer journey for email marketing. Either way, we need to be prepared, being one step ahead for change. So why not set the foundations to build upon your email marketing strategy and let your customers create their journey to enhance their own experience with a single customer view.