If we have a closer look at how global players are achieving success with Digital Transformation, it is easy to identify the core pillars of their efforts to bring about this transition. They are
- Big Data
- Cloud Computing
- Social Media
- Automation and Artificial Intelligence
Let us have a brief look into each one.
Today mobile devices outnumber computers and have basically transformed the way which brands interact with internet enabled consumers. The race today is to make information available on the internet as mobile friendly as possible so that it becomes easier for consumers to gain access to it anywhere at any time. Even search engines like Google have started to rank pages with mobile friendly content on the higher side because they know the future of internet is going to be driven by mobile and that future has already begun. Everything from online commerce to marketing to workforce management has now become mobile-centric and investments are pouring in fast in this direction.
Ever since the internet and networked information access swept across geographies, the amount of digital data that is created daily has resulted in the rise of Big Data technology. Organizations are facing increasing challenges to identify relevant business information from the hundreds of thousands of data silos generated by their technology infrastructure spread across geographies. With big data technology frameworks, it is possible to break this unstructured information silos into valuable business insights. It requires a good deal of analytics and computations for which reliable technology platforms are readily available today.
Social Media has made the world a smaller place as far as communication is concerned. It is easier for brand sentiments to take a giant leap or fall into a deep gorge depending on their ability to engage fans and consumers on social media. Analysing sentiments requires identifying and responding to both positive and negative comments, pushing out relevant content to constantly engage readers and much more. It also calls for increased security policies because more and more internet enabled services depend on utilizing social media credentials to create and verify user accounts.
Often considered as the fundamental infrastructure of a Digital Economy, cloud computing allows organizations big or small to easily offer digital services without having to worry about computing power or digital asset storage capabilities. It has essentially narrowed the gap between behemoths and newbies when it comes to offering a reliable and glitch free digital service and on a close observation, you can see that nearly all disruptors in the digital world are utilizing cloud computing infrastructure for their IT needs rather than investing in building their own IT infrastructure in-house.
Automation and Artificial Intelligence
Automation coupled with Artificial Intelligence is seen as the future of workforce enablement. It doesn’t mean humans are less important, but technology enabled solutions can assist people to do their jobs faster and better with less scope for erroneous decisions. Workloads can be easily managed and with the evolution of artificial intelligence, it is easier to mimic human reactions for scenarios and thus create 24X7 working environments that are self-sustained.
If you want to capture more leads, keep more prospects in your sales funnel, turn them into customers, and increase sales, you’ll want to take a closer look at these 8 things that will determine the success of your email marketing efforts in 2015.
1. Relevance is Key
Successful eCommerce email marketing begins with segmenting your customer lists. One communication or promotion is not going to resonate with all of your customers. For example, if you sell both male and female clothing, blasting an email promotion for a sale on men’s dress shirts is going to alienate half of your list. Worse, women who open the email may assume that your promotions aren’t for them and will stop opening them altogether.
A study by the email service provider MailChimp found that sending segmented, promotional emails to specific list segments increased open rates by 14 percent and improved click-through-rates by approximately 15 percent. Segmentation also reduced bounce rates, spam report rates, and unsubscribe rates.
2. Consider All Devices
According to Litmus, 53 percent of emails are now being opened on a mobile device. This number is only going to rise, making it critical for you to incorporate responsive design into your eCommerce email marketing strategy.
Simply put, responsive design is design that adapts itself to whatever device is being used to view your email. Regardless of whether a prospect or customer opens it on his laptop, tablet, or smartphone, the user experience needs to be consistent. When you consider the Experian study that emails using responsive design show an increase of up to 63 percent in click-through-rates and 18 percent in transaction rates, you simply can’t afford to ignore it.
3. Leverage Your Data
One of the most effective ways to use email for eCommerce marketing is to leverage the data you collect from the behavior of your website visitors. For example, if a visitor seems to be about to pull the trigger on a purchase but abandons the shopping cart, this action can trigger an email that re-engages him. If he doesn’t return and make a purchase after the first reminder, you can add him to your lead nurturing campaign to keep him in the sales funnel.
4. Get Personal
Personalizing emails is one of the easiest and most effective ways to grab the attention of your prospects and customers. With so many emails overloading their inboxes everyday, yours is likely to get skipped over if you don’t stand out. Aberdeen Group reports that personalization improves click-through-rates by 14 percent and conversion rates by 10 percent. Personalized subject lines and calls-to-action are especially compelling:
- Subject Lines: Emails with personalized subject lines have 26 percent higher unique open rates than non-personalized emails. Experian)
- Calls-to-Action: Personalized calls-to-action (CTAs) have a 42 percent higher view-to-submission rate than CTAs that are the same for all website visitors. (HubSpot).