So now your client has opened the message, how do we keep them interested? Dynamic content is a great way to guarantee their attention. Use location, age or sex to segment your data in order to create tailored missives. Better still, dig down even deeper, use clients purchase history, website activity, past interaction with campaigns and any other data you can glean to produce a campaign which is sure to promote attentiveness.
In order to create dynamic content a good, clean data list is vital. Use a good platform to keep contacts updated, and to record and save their activity. If it appears that you remember their previous interactions with your company it makes the customer feel appreciated and that can only serve to increase their loyalty to your brand.
Now you have gained their trust, you have to keep it. Consistent, well written campaigns will maintain this interest. Don’t go overboard as too many messages will make a reader quickly lose interest and begin the search for that unsubscribe button. Too few messages will render all your hard work pointless, finding the right balance is key, depending on your product, monthly or bi-monthly is probably appropriate. Following reporting data is vital to discover the correct frequency for your readers.
As always with email marketing, testing and statistic tracking are crucial to create great content, reach out to your customers and to maintain that relationship.