4 email marketing tips for (future) omni-digital organizations

How do you, as an organization, make optimal use of email in combination with other channels such as chat, video, (offline) documents and self-service portals? I'd love to tell you. In this article I share 4 email marketing tips for organizations with a (future) omni-digital customer contact strategy. PS: Don't be put off by the term 'omni-digital'. What is not yet may yet come.

When are you omni-digital as an organization?

Most organizations are currently committed to an omnichannel customer contact strategy in which customers receive all communication via their preferred channel. Think of e-mail, text message or an old-fashioned letter through the mail. The challenge that comes with this is that the message is not always appropriate for the chosen channel. For example, an email with your medical information or a text message that contains an extremely long text.

That is why an omnichannel strategy seems to be on the decline again and the term is coined omni digital more and more alive. This requires a different approach, also when sending emails to your customers. The useful tips that I share with you below are carefully aimed at an omni-digital strategy.

Research from our technology partner Sinch shows that 44% of all organizations surveyed are considering including dark mode in their email marketing strategy.

Tip 1: Use machine learning and artificial intelligence when sending emails

It is becoming increasingly common to use machine learning and artificial intelligence in email marketing. These two techniques ensure that you (or actually the software) knows when it is best to send that one email per customer.

Another approach

So it does require a different email marketing approach. You will communicate with your customer asynchronously and can no longer send an email in one large batch. You also need email marketing software that supports ML and AI. We can help you with that, but that's aside for now ;).

Gartner predicts that by 2023, 40% of all interactions will be fully automated using artificial intelligence and self-service. That is 15% more compared to 2018.

Tip 2: Match the call-to-actions in your emails with your readers' preferred channel

Of course, if a customer has specified SMS as their preferred channel, this does not mean that you can no longer send emails to that customer. After all, the channel must fit in well with the subject and the message you want to convey.

But if you use call to actions in your email, you can direct the customer to their preferred channel. With a call to action in your email, for example, you invite your customer to send a confirmation via text message, for example by first scanning a QR code.

Make sure you are always clear what your customers can expect when they scan the QR code. For example, you can say: “scan this code to confirm registration”.

Tip 3: Don't ignore dark mode in your email marketing strategy

'Dark mode' is being activated on more and more mobile devices. In dark mode, dark components become lighter and light components become darker. Also in emails. Some of your readers like this because it is less tiring on the eyes. Many browsers, apps and operating systems already support dark mode. But do you also do this when composing an email?

Pay attention to design and use of color

Convert images (such as your logo) so that they are suitable for dark mode. This means that your logo does not have a white square background, but a transparent background.

Do you have a black logo? Consider creating an alternative logo with a lighter color so that your logo remains easy to read for the recipient. Don't forget to pay attention to the color of the letters and buttons. A bright orange button in your email may work well on a white background, but perhaps not on a black background.

Tip 4: Use a customer portal to supplement your emails

76% of your customers expect personal attention to build a customer relationship with you. So make sure you have a good database so that you know who your readers/customers are. But beware… this is at odds with the GDPR. For example, you are allowed to leave almost no personally identifiable information in your emails.

Secure web environment to communicate with your customer

I can already hear you thinking; How do I communicate with customers in a hyper-personalized way through my emails? Consider using a self-service portal, or a 'My Environment', as a kind of extension of your emails. This way, the reader can share or adjust his or her privacy-sensitive information with you via a secure web environment.

* The translations on this website are provided by G-Translate from Dutch