3 Strategies to Improve Engagement With Your Email Audience

Improving engagement is a common goal for many marketers. Why?—Because an engaged audience is more likely to cultivate brand advocacy, broaden market awareness, and drive an uptick in sales. So, with that being said, here are 3 email marketing strategies to improve engagement with your audience. 

Strategy #1: Create an exit survey

Unsubscribers don’t have to be an unfortunate occurrence. You can take this as a learning opportunity to discover why they left your email list. Adding an exit survey and finding out why a person unsubscribed can help you alter your email campaigns.

What is an exit survey?

When a person hits “unsubscribe,” in your email, they will be sent to a confirmation page that will include the exit survey.

An exit survey will usually ask why they unsubscribed and has a list of options the person can choose from. Possible reasons why someone unsubscribed includes:

  • They don’t remember signing up for the email list
  • Emails are too frequent
  • Emails are not relevant

Why does it improve engagement with your audience?

The survey can show you the problems that you may be having with your email marketing strategy. For example, maybe a large portion of unsubscribers say they don’t remember signing up for the email list. Assuming you didn’t illegally obtain email addresses, you can infer a few reasons why they don’t know your brand. 

Maybe you haven’t emailed them in a while, and they forgot you existed. Perhaps you don’t have a welcome sequence that made your brand memorable. The data from an exit survey is invaluable in improving your email list.

Email Marketing Strategy #2: Use responsive design

42% of all emails are opened on mobile or tablet devices. Does your email look clean and readable on those devices? 

What is responsive design?

Responsive design is ensuring that your emails look good on all devices. If a person looks at your email on an iPhone, it should look just as lovely on a PC.

You are most likely using a desktop to create your emails, and you might end up skipping checking out the mobile view before sending. If it looks good on a desktop, it must look good on mobile, right?

Not always. Sometimes the text is too small or too large, images are cropped, and other design mishaps can occur. Make sure to look at the preview image beforehand.

Why does it improve engagement with your audience?

Any smart marketer knows that a customer’s experience can make or break your brand. Poor design can lead the reader to be confused or annoyed. 

Ensure that your emails have a responsive design, so you can give a reader a better experience and make them more likely to read your email.

Email Marketing Strategy #3: Share value

Email marketing isn’t only for selling. Readers hate that. A string of promotional emails doesn’t build brand trust.

Your email marketing strategy needs to build a community. You make a community by creating valuable content. 

What is valuable content?

Depending on your industry and why people signed-up for your email list, people will want different content. Generally speaking, here is what people look for when creating content:

  • Inspirational content
  • Educational content
  • Entertainment
  • Rewards (for example: coupons)

Valuable content isn’t necessarily always promotional. You can share other content marketing pieces like a podcast episode or an educational video, but your audience may not be ready to hear about your paid products just yet.

Why does it improve engagement with your audience?

If someone joined your email list because they signed up for a webinar about how to start a blog, you may want to consider sending them educational content on blogging. You may even share inspirational content, like a case study, from people that started successful blogs.

The point is to send relevant content that is valuable to the readers’ interest. This tactic will keep them engaged and looking forward to your next email.

By the time you send an email selling a product, your audience will know, like, and trust you. These factors will increase your chances of making more sales or conversions since your audience is already nurtured.

Wrap Up

Using email to improve engagement with your audience will lead to a nurtured audience that is ready to receive any content you send at them. When you know your audience, segment them into personalized groups, and ensure that they have a great experience with your emails, you will have better metrics and an engaged audience.

How Website Personalization Improves Your Brand

Searching for the opportunity for personalization

How your website looks, how it navigates, and how it makes people feel can determine whether or not a digital visitor becomes a paying customer. Therefore, website personalization is an indispensable part of a complete omnichannel marketing strategy.

Leveraging website personalization to create the optimal customer experience

For the consumer, your site must be a source of stability; each visit shouldn’t be a reinvention of the wheel. Whether visitors arrive via organic, paid, or referral-based channels—whether those visitors are at the very top or the very bottom of your funnel—your site needs to deliver continuity in its experience.

Website personalization ensures consistency across all touchpoints for both known and unknown visitors, and it gives brands the ability to engage in 1:1 interactions with visitors across the buyer’s journey. But, more importantly, personalization allows marketers to maximize the impact of their paid and owned media efforts. (In other words, any media effort that isn’t paired with a personalized site should be considered incomplete.)

Consider this…

What kind of results will your brand see from website personalization?

Increased customer acquisition and conversion

HubSpot found personalized calls-to-action outperformed non-personalized CTAs by +200%.

customer acquisition

ABOVE: What a visitor sees on their very first arrival to the HubSpot homepage (During our first visit, we researched “CMS software”).

BELOW: On our next visit to the HubSpot homepage, we were exposed to personalized homepage creative related to CMS software due to our behavior during the previous visit.

personalized homepage

Decreased cart abandonment

In an industry that sees an 82% cart abandonment rate, travel brands like Orbitz are using site personalization to increase their bookings by as much as 130%.

personalized recommendations

ABOVE: Homepage travel recommendation to an unknown visitor upon first arrival to Orbitz.com.

BELOW: Homepage travel recommendation to an unknown visitor after they’ve added a beach-resort booking to their cart.

travel recommendation

Auxiliary sales

Amazon uses personalized suggestions (e.g. “customers who bought this item also bought these items”) to increase auxiliary purchases by 44%.

auxiliary sales

ABOVE: A consumer product we researched on Amazon.

BELOW: On the same page, Amazon displays a personalized list of similar consumer products they believe we’ll be interested in based on our previous behavior.

personalized product recommendations

Higher growth

Walmart used personalization to increase unique traffic to their site by 55% and sales by billions.

site personalization

ABOVE: The Walmart homepage during our first visit to the website.

BELOW: Recommended products on the Walmart homepage during our first visit to the website (during this first visit, we searched for—and added—baby clothes to our shopping cart).

Recommended products

 

online shopping

BELOW: The Walmart homepage during our next visit to the website, featuring recommended products related to our previous shopping behavior.

personalized homepage

recommended products

Improved brand loyalty

In most businesses, 15% of customers account for 55% of sales which means maximizing loyalty is essential. One of the best ways to establish loyalty is through personalized promotions that cater to first-time site visitors.

brand loyalty promotion

ABOVE: To encourage brand loyalty, Everlane offers a pop-up promotion to first-time website visitors.

BELOW: On subsequent visits to Everlane’s website, the pop-up is no longer shown. However, because we have yet to make a purchase, the site still delivers a personalized, unobtrusive reminder of the promotion via the slender black banner at the top of the screen.

personalized reminder of promotion

How to do website personalization the right way

If site personalization is something you’re ready to consider for your business, know that there’s a right way and a wrong way to do it. To properly personalize your website, you first need to obtain a 360-degree view of the visitor through…

Identification

Most people want a custom experience when they visit a website, but they also don’t want to self-identify. In fact, 98% of website visitors don’t identify themselves. Taking this into consideration, how can you hope to personalize your brand’s site? You can do it by aggregating that visitor’s previous online behavior (sites visited, shopping preferences, intent signals, etc.). Compiling that information takes a partner with a strong identity graph to match the unknown visitor to a known profile (or known audience) to make informed targeting decisions.

First-party data enrichment

Augmenting your customer data with first-party data enrichment (combined with ID resolution services) will vastly improve the range and depth of your site personalization. Moreover, first-party data enrichment allows for more effective omnichannel deployment. By offering a more complete understanding of the visitor, first-party data enrichment ensures the same decision logic is deployed in all channels (email, programmatic, push, etc.).

Once you have that 360-degree view, you can start deploying site personalization features like…

Artificial intelligence

Artificial intelligence should be deployed to drive product and content recommendations on the dynamic modules of your site. Not only does AI automate the process of populating dynamic modules at scale, but it curates the modules shown to the visitor with unparalleled precision. This, in turn, optimizes website efficiency, and powers a continuous feedback loop that makes it easier to meet (and exceed) marketing goals.

Website personalization

Impactful, customized overlays that help create a personalized, customer experience based on a visitor’s behavior, history, and engagement with your site. Website personalization can generate a number of positive outcomes, including:

  • Improved customer acquisition
  • Increased email signups
  • Lower cart abandonment
  • Greater interest in brand-loyalty programs
  • Extra attention for critical announcements or promotions

On-site recommendations

On-site recommendations are an ideal means of putting curated, highly relevant, and personalized content in front of your site visitors. Using powerful AI and a centralized real-time personalization engine, you can seamlessly guide a customer using tailored messaging throughout their journey, all the way from paid media to your most important ‘owned’ channel (your site).

If you don’t stop at the inbox, you shouldn’t stop at your website

Website personalization is but one of many touchpoints along the customer journey. For your brand to achieve optimal success, it’s imperative you personalize the experience across all the channels your customers live on. The brands that do this see an average 19% lift in conversions.

To learn more about the importance of site personalization, please contact Zeta here.

Zeta Launches Enhanced Marketing Analytics and Insights Solution as Brands Search for Growth Opportunities in Post-COVID Economy

Opportunity Explorer(SM) will provide marketers with the industry’s most comprehensive database of market and consumer insights to boost outcomes across all verticals

NEW YORKJune 24, 2020 — Zeta Global, a data-driven marketing technology company that leverages unique data and artificial intelligence to help companies acquire, grow and retain customers, today announced the launch of Opportunity Explorer(SM), a real-time market and consumer data analytics and insights solution. Designed to help marketers identify, segment and act upon growth opportunities for their businesses, Opportunity Explorer(SM) ingests demographic, behavioral and location signals from Zeta’s proprietary data set of 2.4 billion identities globally, synthesizes the information in real time and creates a customizable, interactive display of actionable insights.

Opportunity Explorer(SM) comes to market as the COVID-19 pandemic accelerates the shift from traditional to digital marketing models and reinforces the need for solutions with measurable outcomes. Within this new, post-COVID environment, navigating real-time market conditions and rapidly changing consumer preferences has become critical to a marketer’s ability to breakthrough and connect with customers and prospects. With Opportunity Explorer(SM), marketers can understand more about consumer attitudes and behaviors to develop more personalized experiences that lead to better business outcomes.

“The COVID-19 era has accelerated consumer affinities for digital-first experiences. To be exceptional, brands need to respond with more precision and speed than ever before,” said Neej Gore, President of the Data Cloud, a division of Zeta. “By leveraging Zeta’s industry-leading data asset, the Opportunity Explorer enables marketers to better understand macro-level market insights and nuanced consumer trends, equipping them to rapidly move from insight to action and deliver strong returns on their digital investments.”

Opportunity Explorer(SM) provides marketers with two customizable views – Market Insights and Consumer Insights – to support all aspects of the customer journey, from acquisition through retention.

Market Insights provides a holistic view of macro-level industry insights, trending interests and consumption patterns across products and competitors. This includes Zeta’s proprietary MarketPulse™ dashboard, which enables marketers to access real-time industry-level data and anlalytics that predict consumer sentiment and propensity to spend across all verticals and designated market areas (DMAs). Consumer Insights allows marketers to pinpoint the precise time and format for ad spend to drive more engagement – with customers or prospects – by using custom-built insights that help create effective personalized experiences (by message, channel or time).

Zeta Co-Founder, Chairman and CEO, David A. Steinberg, added, “As the economy re-opens, marketers must keep in mind that there has been a tectonic shift in consumer attitudes and behaviors, and our data-driven insights will enable them to make the right investments to emerge stronger. Opportunity Explorer extends and enhances Zeta’s strategic focus on providing marketers with more sophisticated data and artificial intelligence tools, alongside an omnichannel marketing platform across all industry sectors, including financial services, travel and hospitality, telecom, automotive, insurance and more.”

The release of the Opportunity Explorer(SM) comes on the heels of Zeta’s recent recognition as a Leader in the Forrester Wave™ Email Marketing Service Providers, Q2 2020. Over the past year, the Company has focused on innovation and scaling capabilities within the Zeta Marketing Platform, including: the enrichment of behavioral, transactional and location data assets (2.4 billion identities, of which 750 million are deterministic); results-driven AI (690+ intender audiences); integrated demand-side platform (DSP); customer data-platform (CDP); omnichannel orchestration, site personalization and deterministic measurement.

Zeta was also recognized in The Forrester Wave™: Enterprise Marketing Software Suites, Q2 2019 and Now Tech: Cross-Channel Campaign Management, Q2 2019.

About Us
Zeta Global is a data-powered marketing technology company that combines one of the industry’s largest consumer data sets (2.4B+ identities, of which 750M+ are deterministic) with results-driven artificial intelligence to unlock consumer intent, personalize experiences and power business growth for Fortune 1000 companies, such as GM, Wyndham, Sprint and Progressive. Zeta has been recognized as a Leader in the Forrester Wave™ and competes with marketing cloud offerings from Oracle, SAP, Salesforce and Adobe as well as programmatic platforms including The Trade Desk. Founded in 2007 by David A. Steinberg and John Sculley, the Company is headquartered in New York City. For more information, please go to www.zetaglobal.com.

Data Talks Part 4: The All-Important Battle for Data Control

By watching Zeta Global’s Data Talks series, you’ll learn why the marketing and advertising industries are preparing to merge into one, unified industry, and how you can better prepare your organization for the post-digital future. Tune in to watch Forrester’s VP Principal Analyst Joe Stanhope talk with Zeta’s CTO Christian Monberg discuss!

What makes data control so important

Data Talks Part 3: Walled Gardens Are Here To Stay

By watching Zeta Global’s Data Talks series, you’ll learn why the marketing and advertising industries are preparing to merge into one, unified industry, and how you can better prepare your organization for the post-digital future. Tune in to watch Forrester’s VP Principal Analyst Joe Stanhope talk with Zeta’s CTO Christian Monberg discuss!

Walled gardens are here to stay

Do Chain Restaurants Need Customer Data?

Customer data can be used to better shape the customer experience and drive higher lifetime value for individual locations and the entire brand.

Restaurant Chains use Customer Data

Yes, chain restaurants need customer data. Especially data that allows them to look at the experience they provide customers, and how that experience shapes lifetime value.

For an example of this, look no further than McDonald’s acquisition of Dynamic Yield, a move that will allow the multinational brand to use big data to personalize its offerings to consumers across the globe. McDonald’s acquisition is but one of many recent moves we’ve seen across the industry as restaurants try to better meet the experiential expectations of their tech-obsessed customers.

Why chain restaurants need customer data now more than ever

Why are QSRs and chain restaurants bothering with data, considering how well the industry has done over the last decade (total sales for the period of 2010 to 2020 are in the trillions of dollars)? 

The answer lies in history.

Established brands (e.g. McDonald’s) have been around long enough to know that success today is no guarantee of success tomorrow. They’ve seen too many of their industry peers disappear.   

To ensure they don’t go the way of Burger Chef, Sambo’s, or Howard Johnson’s, chains and QSRs know they need to prepare for the future. They need data to keep pace with ever-shifting consumer tastes, dining habits, and general behaviors.

In an era where consumers are spending more money dining out than ever before, the restaurants that learn to use data-driven insights to deliver a better experience will be the ones that take home the lion’s share of revenue. 

What data allows

Data allows QSRs and chains to track things like order location, order preferences, and order frequency. These inputs give chain restaurants the insights they need to optimize operations (menu, inventory, hours, etc.) and marketing strategies. 

Most importantly, data allows for the cultivation of increasingly personalized interactions with consumers that enhance brand loyalty by as much as 30%.

For chain restaurants, obtaining lift in diner loyalty has never been so vital because the industry is saturated with choice. Right now there are more than one million restaurants in the United States alone. More choices mean more competition, and that competition means restaurants have to work harder than ever to win new diners (a reality that makes the retention of existing diners all the more important). 

In a world where consumers demand speed, personalization, and ease, restaurant chains have to pursue of data-based optimization. 

Making the most of mobile

For chain restaurants, the most valuable data comes from mobile ordering.

Mobile ordering is a looking glass into consumer behavior at the individual level. When restaurants succeed in getting their customers to order through mobile, they can collect all kinds of data. Things like order size, order frequency, order type (dine-in or pick-up), and order location (both where the consumer is when they place the order, and which chain location they chose to place the order at). 

Of course, data collection isn’t the only advantage of mobile. The convenience of mobile ordering encourages patronage (45% of diners are more likely to patronize a restaurant that offers mobile ordering). It also helps chains and QSRs generate more business than they otherwise would. Mobile alone is already responsible for driving $40 billion in restaurant sales. 

In that sense, mobile delivers on two fronts: 

  1. It encourages patronization.
  2. It gives restaurants keen, data-backed insights they can use to deliver the speed, personalization, and ease diners desire. 

With that data at your fingertips, building a meaningful relationship with consumers should be easier for your restaurant than ever.

So, for all those reasons, YES, chain restaurants need customer data.