There are many ways to increase traffic making catchy headlines, emojis and exciting pictures etc., which of course is a good idea, but the fact is that it is not enough, and the results will properly be more and less status quo again very soon even if you make even more fantastic campaigns.
To understand what healthy email marketing looks like you need to deep-dive into what role the email plays in delivering against your consumer expectations and the value these customer engagements bring to the brand.
Your customers have big expectations to your brand and their expectations change fast and constantly, so it's a challenge if you focus solely on revenue.
Your customers expect to be stimulated, entertained, reminded and most of the important expectations are that they expect that you know them and that you are relevant in your communication etc.
For many brands it will be beneficial that marketing focuses on delivering very engaged content to existing customers rather than revenue.
By changing the focus from Standard KPIs to nurture KPIs, your Email marketing team will shift its focus from worrying about revenue to worrying about delivering highly engaging content. The shifted focus will deliver better results rather than focusing on that social, email and Paid Media and all other channels generating sales.
With multiple channels, more contact frequencies, strategies, personalization, content etc. marketing is more complicated than ever, and therefore many brands are struggling with average results!
When brands are having to make so many decisions it is no surprise that many decisions are made on gut-feelings and intuitions, and huge marketing budgets are wasted on wrong channels and strategies.
Marketing based on averages creates average results!
