Why do you need to make your emails contextual?
Digital marketing is broken. Just visit any website today and you’ll see why. Or,
actually, you won’t see why. Because, just like the majority of people, you’re so used
to ignoring banner ads, video ads, and sponsored search results that they’re
Maybe you take it for granted that most customers will overlook this kind of mass
media marketing, but it doesn’t have to be this way. If you want to engage
customers, you have to start creating marketing that’s relevant to them. To do that,
you have to start marketing based not on the brand message or product, but on
Contextual marketing is all about enhancing the customer experience with content
that’s useful and engaging for customers in the moment. And email marketing is a
great place to start. While many brands think of email as a stale yet dependable
channel, it’s time to rethink it and reinvent the customer experience in the inbox.
Even after all these years, email marketing remains the number one digital channel
for ROI… and you can make it even better. It all starts with context.
But how can you start building a contextual email engine that can create marketing
that customers actually want to see?
Here are three ways:
Rather than always focusing on trying to sell the product or talk about the product,
try offering customers valuable (and free) content, instead. That could be a guide, an
eBook or a research report if you’re in the B2B space or a free product sample,
recipes, instructions, or video tutorials in the B2C space.
There’s a reason content marketing is one of the most popular trends in the digital
space today – it really works.
2. Rethink Your Email Strategy
Marketers often think of email as a channel for hard ROI and little else.
Consequently, a lot of email campaigns have more or less relied on the same tactics
for years now.
With new technologies, though, marketers can create dynamic and engaging
experiences right within the inbox. Leveraging data, you can show customers the
closest store location, real‐time offers and inventory, or target content and products
based on the weather.
3. Get Responsive
To really ensure that your marketing is as relevant as possible, it’s up to you to
continually optimize the customer experience. That means thinking beyond just
designing a layout for a specific mobile device, and instead thinking about what the
user needs at that specific moment.
Emails should look different on different devices. You should be able to dynamically
change the content as well, ensuring that you can create a great customer
experience as customers switch location, channel, or device.
Want to learn more about how to make your email marketing contextual? Download
our free eBook “Everything You Ever Wanted to Know About Contextual Marketing”
to see how other brands have been successful by making marketing useful, valuable,