FEATURE approach significantly boosts customer retention and makes shoppers feel more engaged in a brand ’ s activity .
What can SMS do ?
While email remains effective , SMS offers an even more concise , personal and attentiongrabbing way to communicate . With an impressive average open rate of 98 %, SMS marketing cuts through the noise and delivers time-sensitive information to shoppers who prefer instantaneous communication .
Juliette Aiken , CMO , Dotdigital
The power of email
Marketing emails have proven to be one of the most effective ways to connect with customers and build brand presence , arriving in inboxes in a variety of formats . Regardless of the content , emails play a critical role in brand visibility and generate higher engagement rates compared to other channels .
By harnessing zero party and first party data , businesses can offer hyper-personalised email interactions that reinforce brand loyalty and fuel engagement . For example , sending a customer a tailored email or freebie on their birthday can foster a deeper emotional connection with a brand , making that shopper feel special .
Behind the scenes , automated email systems can trigger these interactions with precision , ensuring product recommendations or notifications are sent at the best possible times to maximise conversion . Email marketing automation can also provide leaders with robust data analytics ( such as open and click-through rates ) to inform better decision-making across all departments .
The real strength of email extends beyond its initial reach – it truly shines when integrated with other channels . Cross-channel strategies , such as incorporating email addresses into social media retargeting campaigns , enable your marketing tactics to reach consumers at multiple touchpoints . This multichannel
However , the simplicity of SMS in its format doesn ’ t necessarily translate to ease of execution . While messages may be short , successfully leveraging SMS requires thoughtful strategy to maximise engagement and drive measurable outcomes . For example , this form of marketing can be instrumental in collecting customer feedback , D2C app promotion and disseminating important transactional updates .
Using SMS effectively is critical for businesses aiming to establish or refine their branding . It ’ s particularly effective in nurturing relationships with Gen Z and Millennial consumers , who demonstrate a distinct preference for realtime communication .
The AI advantage
Rather than fearing that AI will replace human expertise , leaders should view it as a functional extension of the marketing team , bringing numerous strategic benefits . AI helps businesses by automating routine tasks , providing invaluable customer insights and driving personalisation at scale .
Personalisation , and not just addressing a shopper by their first name , is slowly becoming a nonnegotiable for businesses looking to put customers first . AI-driven algorithms can analyse customer data and offer ‘ best next ’ actions at just the right moment . Beyond birthdays , AI can help create simple yet impactful touchpoints , like celebrating customer anniversaries , whether it ’ s their sign-up date or first purchase , reminding shoppers in meaningful ways that they are valued . This way , communication is tailored to each customer at key moments in their customer journey – without marketing teams handling all the heavy lifting .
AI ’ s ability to rapidly process vast amounts of data makes it an indispensable tool for predictive analytics . For example , AI can be utilised to
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