In upscale establishments, a concierge is expected to “achieve the impossible” -dealing with any request a guest may have (no matter how strange) and relying on an extensive list of data and providers to get the request completed to satisfaction. Is your email marketing strategy any different?
Consider your customer’s email inbox an upscale establishment and your email marketing campaign as the concierge. Cater to their needs and deliver the most satisfying product or service that your inventory provides. Not everyone is the same, so you’ll have to rely on YOUR extensive list of data and providers to ensure you are delivering the email marketing experience each customer demands.
So, if you want these valuable clients to visit your site and buy your products, get to know them on a personalized basis. Use data about their past purchasing behavior, reach out to other data sources such as social media sites and Google to find out what’s important and interesting to them. By combining the information and context from your network of data sources, you’ll be able to target these customers on an individual level and bring them to your site. You'll delight them, but most importantly, you'll reduce the effort required for them to purchase from your company.
