Personalized email marketing: to spark and scale contextual interactions
Brands are all about storytelling! It is a known fact that the brands are creating impact and engagement through storytelling. Therefore, it goes without saying that storytelling and email marketing go hand-in-hand. This is mainly because both aim at audience’s attention. At the same time, business e-mails are no fairy/folk tales, it is a powerful technique. It is direct and more like a relationship-building instrument. As an instrument for building the relationship, emails should concentrate on putting customers in the lead role. Now to spread the story far & wide and to essentially spark & scale interactions the communication activity should be capable of inviting the prospect to make contact (ie, a ‘response’). “Personalized e-mail marketing” is the here to rescue.As stated by Wunderman, direct marketing is only effective when certain conditions are met. Unfortunately, it is proving to be Achilles heels for most of the B2B marketers. Below are few tips on Personalized e-mail marketing framework.