In our previous blog post, we discussed how Symplify allows you to quickly and easily build email newsletters that take full advantage of email marketing’s increasing ROI.

In this post, we’ll show you how to take your existing newsletter to the next level with personalization, segmentation and automation.

Email newsletter: a powerhouse

When researchers at the Tow Centre for Digital Journalism did a deep dive into audience engagement, they came to a clear conclusion: “Email newsletters are one of the best digital ways to build a loyal and engaged audience whom you can turn to for support.” They outline the many advantages email newsletters offer media which are also positive for brands and other associations:

It’s a distribution format over which you and your recipients have complete control. No app needs to be downloaded, and no social media algorithm plays havoc with when and how your audience sees your content.

• Email inboxes are a personal digital space which encourage relationship-building with relevant audiences
• Email newsletters can help you segment your audiences by behaviour and interest.
• Email newsletters provide a range of insights because they generate a high volume of behavioural data.
• Email can be a powerful personalization and follow-up tool.
• Email newsletters are helping journalism get back on its feet. If it can do that for a struggling industry, imagine the potential for yours.

Relationship is key

Relationship building is fundamental. Symplify’s email newsletters allow brands to nurture relationships throughout the customer lifecycle thanks to strengths such as personalization, segmentation and accurate targeting based on declarative, behavioural and transactional data.

Email newsletters can be included as part of your automated customer journey. With Symplify’s Journeys, you can easily create advanced flows of messages to help you manage customer expectations. Different journey events can trigger different kinds of messages. For example, a website visitor who signs up as a member can receive a special, personalized edition of your monthly newsletter, welcoming him or her and providing tip that a new recruit might appreciate. You’ve just set the tone for your relationship, as well as helped solidify it. Happy days!

Measurement matters

To extend the personalized experience, email newsletter analytics help you better understand your audience’s wants and needs. You can tailor your content and offers accordingly. Your goal should be to provide useful and relevant content which boosts engagement and interest in your products and services.

By using the Symplify platform, you’ll be able to track the following:

1. Open and click rates per send date

2. Open and click rates per time of day3. Open and click rates per day of the week

That said, conversion is the name of the game. Beyond clicks and open rates, you want to be sure your email newsletter campaigns include a clear and measurable call-to-action. Is your email newsletter campaign helping you close a deal or move product? Symplify can help.

Symplify’s got your back

So you’re interested in learning to leverage the power of segmentation and automation for your upcoming email newsletter campaigns? With Symplify, you’re well on your way. Not only is the Symplify platform user-friendly, it comes with the reassuring knowledge that a skilled support

team is available to you. We know that your communications matter, and we’re as invested as you are in making sure you take advantage of every opportunity for success.

Untapped potential

A recent study by the UK’s Direct Marketing Association shows that marketers are becoming more confident and innovative in their use of email marketing. That said, DMA analysts feel that there is still room to grow. They believe that with more training, marketers will become better equipped to leverage email marketing strengths such as segmentation and automation.

Companies need to invest the budgets and internal resources required to ensure their brand gets the full benefit of email marketing.

Where does your marketing team stand when it comes to email marketing innovation and capabilities? What can you do to get them where they need to be? Symplify can help you make the most of your investment. The results will speak for themselves.

Interested in email newsletter best practices? This blog post is the second of a four-part series on email newsletters. Stay tuned for our next blog post for tips on leveraging industry best practices to their full benefit.

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