Timely and relevant content: the main challenge in e-mail marketing?


E-mail is still the favorite method for people in business interactions and thus far from dead. But the rules of e-mail marketing are changing.

If you don't segment your lists, don't send your e-mails in function of real-time feedback and signals of the recipient, and don't adapt your e-mail content to the needs of the addressee, you will be confronted with dropping conversion rates. The relevance of the content is more important than ever in e-mail marketing, certainly since there is a greater convergence between e-mail and other channels such as social media.

After all, relevant content is also distributed further if you give the subscribers of your mails the opportunity.

The importance of real-time data

When defining content it is crucial to acquire as much relevant data on your subscribers as possible, monitor the preferences of your addressees and communicate often with the people behind your e-mail addresses so that you can pick up on signals quickly.

The subscriber personally determines how he interacts with you and that also applies for e-mail. Segmenting, targeting, scenario-driven and trigger-based contact moments and the establishment of e-mail interactions in function of the behavior and the data that you can collect on your subscribers via various channels, including social media, are essential.

The magic word is real-time

The largest challenge for e-mail marketers and marketers in general at this point is in the area of content. For every segment, every trigger and every form of personalization and targeting, you do after all require modified content.

The age of the sending the same content to your entire list, is definitely over. And that also has an impact on the marketing organization and even the relationship between sales and marketing.

Investing in content is investing in conversion and ROI

Marketing departments must more than ever take care of the correct, efficient and relevant content in every phase of the lead nurturing process and every online contact moment.

Companies have to reflect on the content for their e-mail marketing content, allocate the correct budgeting and define the key performance indicators that allow to link content and conversion and therefore eventually determine the ROI of content.

That may cause shifts within the communication budgets and even the structure of the marketing and communication department. The establishment of a content marketing strategy is also inevitable in e-mail marketing.

It obliges e-mail marketers to work with people specializing in content and in many cases they even have to work with an external partner.

For that matter a lack of good and timely content is, according to various studies, high at the top of the list of priorities regarding e-mail marketing. 


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