
Volkswagen Group Africa continues creative partnership with Ogilvy
Ogilvy presented a “unique partner model” during an 11-month pitch process involving 15-plus agencies and multiple rounds of presentations.
EMAIL MARKETING
By our News Team | 2022
Emails are a ubiquitous and cost-effective way of reaching an audience. But you need a tailored strategy that resonates with the target market.
Given the growth of instant messaging platforms, social media, SMS and so many other digital solutions, is email going to slowly die as a marketing communications method?
By some counts, more than 320-billion emails were sent globally every day during 2021, so the answer is presumably ‘no’. Not in the foreseeable future, anyway.
But that doesn’t mean email marketers can rest on their laurels and if you aren’t seeing results, in all likelihood the problem isn’t email, but the way you’re using it. This is according to Ross Sibbald, Commercial Director at Striata Africa, a company specialising in digital customer communications management.
“If, for example, you’re still using a one-size-fits-all approach to email that treats every customer the same way, you’re not going to experience much joy,” he explains.
Photo by Torsten Dettlaff from Pexels
“These ‘spray and pray forms’ of email marketing have lost all relevance and have zero resonance with customers. Today’s customers demand hyper-personalisation and expect relevant content from service providers to suit their unique requirements.”
Sibbald adds that if marketers are going to get the most out of email, they have to remember what it is that they are trying to achieve. In order to engage with customers, you have to send out something that people actually want to engage with.
“That, in turn, means sending emails that are not only hyper-personal to them, but also relevant to their wants and needs at the moment they receive it,” he says.
Sibbald lists the following tools and tactics for email marketers to ensure they’re achieving their goals:
Make it hyper-personal
With intelligent use of real-time data, dynamic content and database segmentation, organisations can ensure that they’re sending out messages perfectly tailored to each individual customer — at the ideal time.
Automate your emails
Making sure that the customer receives communication at the right time doesn’t mean you need to have staff hovering over the send button. Automating email is easier than ever and can be triggered by purchases, site visits and information requests.
Integrate into the multichannel experience
Remember, email is just one of the channels you have at your disposal. It should be as seamlessly integrated with those other channels as possible.
Be mobile first
There are many benefits to a mobile-first strategy. When you design your content for mobile readers, it’s likely to be more focused. It can also help when it comes to creating clear CTA buttons and well-crafted subject lines and preheader copy.
Sibbald adds that it’s critical that every piece of email communication sent out by your organisation has the same look, feel and tone — regardless of which department it comes from.
Ogilvy presented a “unique partner model” during an 11-month pitch process involving 15-plus agencies and multiple rounds of presentations.
Nigeria reportedly has less than 4% of its cold chain capacity requirement. Much of Africa faces a similar challenge.
The latest issue of Strategic Marketing for Africa, the magazine for deep-thinking African marketing professionals, is now available.
As African commercial aviation expands, Marketing 5.0 has a vital role to play in enhancing operational efficiencies and customer service.
Researchers find that the location of sales interactions may be just as important as crafting a clever sales pitch.
CM(A) is a high-level pan-African professional designation awarded to senior marketers in recognition of their experiences and skills.
Travel industry marketers and content creators now have data-backed info on how to act, express emotion, or place products in a video.
Strong and varied speaker lineup explores into this year’s theme of ‘Resilience and Growth Through Sustainable Marketing’.
Formula milk companies must ‘stop presenting incomplete scientific evidence and inferring unsupported health outcomes’ say WHO and UNICEF.
Experienced marketer moves up from her previous position as Head of Brand and Communications for the company.
Annual CMO Breakfast in Kampala hears that achieving success in the boardroom requires depth and an understanding of your ‘kingdom’.
Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.
Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.
Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.