Firstly, the importance of email in all phases of the customer journey is evident. We must take into account the data from the Direct Marketing Association, according to which consumers went from spending 1.74 hours on email at home in 2010, to spending 2.02 hours on it in 2014. And this occurs in a context in which emails are now opened more on mobile than on desktop.
On the other hand, 42% of those surveyed say that email plays a central role in the retention phases of the customer journey, while it accounts for 30% in the conversion phases.
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A third point that caught our attention has to do with the capabilities that marketers have in relation to Email Marketing. Only 17% claim to be able to carry out Contextual united arab emirates business email list Email Marketing and 28% declare that they can insert content based on the user's previous behavior.
The more “sophisticated” capabilities of Email Marketing are still under-exploited, possibly due to the complexity involved in implementing them in ESPs. However, these are precisely the capabilities that will receive the greatest importance in the future.
From our point of view, email can add value if used appropriately throughout the entire customer journey . It is clear that the main role of email is to drive traffic to a place where, if all goes well, a process will begin that will culminate in a conversion. The point is that this process will sometimes be continuous and other times discontinuous (in the first case, the email can be valued, referring to the attribution model , based on the last interaction. It will be more difficult to establish the appropriate model in the second case). Well, beyond these considerations, it is essential to do “ the best possible email marketing ”, and this means personalizing content, sending in real time, automating processes and taking into account the context. That is, whatever role we give to email marketing when designing a customer journey, we must incorporate the capabilities that are still being little exploited in the work mentioned at the beginning of the post.
There is a risk of putting too many resources into Cross Channel and multichannel and forgetting to delve into those Email Marketing capabilities that have the greatest impact on optimizing results.