This is a guest post by Ankit Prakash.
Email marketing is evolving every day. It is no more about how many emails are sent to how many subscribers. The focus has come down to quality, once marketers would rely on batch and blast technique. Although there are many who still like to flood the subscribers’ inboxes on a daily basis, the majority chunk is now working on sending personalised emails. Email segmentation and personalisation can be referred as the most viable alternative to batch and blast technique.
It is important for the subscribers to read the emails. If they are not reading, then it is hard to convince them to take the next step. And to make them read, there is a need to send out emails that align with their interests.
So, how do we do that?
Email segmentation and personalisation is the answer.
For instance, an email from Modcloth was good enough to hold its customer’s attention, and also aligned with their interests. The use of GIF in the email content scored them some more brownie points.