Two New Automation Trends That Will Kill Email Softly
“We are stuck with technology when what we really want is just stuff that works.” – Douglas Adams
Adams’ words perfectly make sense when we talk about current Marketing trends. As we know, Marketing Technology is advancing at breakneck speed. Yet, there are innumerable jobs left to be done and better ways of doing them. Take a look at Email Marketing. If one is to say that, today, sending Emails is enough to engage and re-engage all your customers, it’s a fallacy!
Commercial Email communication is treading a path of uncertainty with customers not opening a high number of mails they receive in a day. They are either ignoring them or simply deleting them.
What we see now is a shift in trends, with focus on what a customer wants. That’s why, it’s important to know about the journey of Email Marketing. This will help in understanding the two growing trends that are slowly replacing Email as the primary channel of engagement between the brand and the customer.
Email Marketing: Then and Now
Emails revolutionized the way brands once communicated with customers. The success of Email Marketing soared for two decades! Marketers globally made full use of this medium and sent many mails, more than they should have, to their target audiences. The customers, in turn, had to pay a heavy price for this; cluttered inboxes that made them feel they’re losing control over their own communication avenues.
And this, majorly, has been leading to the soft demise of Email Marketing. People no longer want to receive emails, let alone read them. Keeping this in mind, some of the big fish of the corporate world have slowly been implementing stringent email practices over a period of time. Even a country like France has put a ban on sending emails after office hours.
The thing about technology is that one tech tool or medium rules the roost until a better one emerges, to make millions of lives easier than the former did.
And with that technological order of things, two new trends have been making waves in marketing. These trends are also redefining the way brands communicate with their customers.
Many companies have identified with the benefits that Push alerts provide and have started to implement them.
Look at Uber, for instance. After you’ve booked your ride, you see a Push Message that tells you that your vehicle is en route. Also, when you need tech support, you find the FAQ and the guide to report your problem within the app. You don’t need to send them an email. The system in place that Uber has is efficient. It’s smart with an almost accurate tracking. Users love it even more because it’s tech savvy and simultaneously, easy to use.
Similarly, Push Notifications have the perfect blend of ingredients. Some of them are as pointed out below.
Get up close and personal: With increasing competition in the market, Push Notifications give businesses the opportunity to customize their marketing efforts. This will keep their customers engaged and also, re-engage them. This gives marketers an endless horizon to form meaningful relationships with their target audience.
Grab attention immediately: Why wait for a response to an email when you can get the desired action quicker, with just one push message? These clickable messages appear on the device screens as small boxes. They definitely catch one’s attention without being obtrusive! With the right content, visuals, and personalization, customers are bound to click on them.
Schedule: Reaching out to customers globally without disturbing their slumber has become easier. Marketers can schedule Push Notifications for later for all their audiences, according to their time zones! The notifications will be delivered as per the setting made beforehand.
Two companies that implemented Push Notifications successfully
Many marketers are impressed with the results of this technology. Here are examples of two companies which have experienced the power of this technology.
This platform revived print catalogues and took it to a new level by making them available to online customers, with the same great discounts. Tiendeo wanted to delight their customers and thus, began experimenting with new tools and technology. While trying out PushCrew’s Push Notifications, they were thrilled to know that they could use this platform to bring back new users easily, to their website. Adding new subscribers was easier when compared to emails. This company saw their best click rate at 33%! And their average was a whopping 23%. What excited them was that their engagement rate was 30% more than email newsletters!
What made it work for them: Sending notifications linked to catalogues to their users and exclusive coupons and offers, among other things, boosted their numbers.
One of the best startups to emerge from Minnesota, Leadpages has built various tools to create launch pages, sales pages and more, for websites to increase customers. When they started using Push Notifications, they were amazed to see the average click rate at 18% and their best click rate at a dazzling 25%! They also saw that Push Notifications received responses thrice as more than emails did. And today, more than 6k of their blog subscribers have subscribed to Push Messages.
What LeadPages has been doing to boost their numbers: They send persuasive and succinct Push Messages that engage users. What worked particularly well for them was sending promotional messages that cleverly used time-bound urgency and FOMO to increase responses.
ChatBots are being embraced by many big businesses around the world. This technology is the perfect marriage of Artificial Intelligence and Natural Language Programming. Be it customer services, shopping or navigation, chatbots have revolutionized the way brands communicate with users. This conversational technology can get a lot done easily and efficiently.
Chatbots save a lot of time and give better results. Because robots don’t get exhausted or irritated with never ending queries, they can meticulously look at what’s being asked of them and respond accordingly. Marketers and customer service agents can be relieved of having to look at their overflowing inboxes or having to perform daunting tasks. This is a great medium to communicate effortlessly.
Take these examples of a product made for book lovers and a beauty brand. These are clever implementation of chatbots that give personalized and focussed recommendations to their users, in a conversational tone.
As the name suggests, ShelfJoy is a platform for people who love reading. When it comes to books, every individual has their own preferences. The product has various bookshelves curated under specific themes. For example, one can find books based in a specific city or books that were written by technopreneurs. There’s an array of bookshelves curated by the team and users themselves. What makes ShelfJoy powerful is how it has taken personalization to a whole new level with the help of an adorable Facebook messenger chatbot. This chatbot gives customized recommendations to its users regularly based on their interests and past activity. Users can also chat with the bot, asking for a specific theme of bookshelves. Users love such an interactive technology that offers recommendations tailor made for them.
This brand started experimenting with this technology with a Kik bot. They shared suggestions about makeup and went on to launch the Sephora Virtual Artist, their Facebook messenger chatbot. This bot which lets users upload a selfie and experiment with different lipstick shades, received an overwhelming response. Teens were interacting with this bot and were hooked to it. What’s more, the bot can also process orders for the users. This is a perfect example of smart chatbot usage.
An ending note
Though the Email channel is still going to grow in the future, Push Notifications and chatbots are likely to evolve much faster, and with better features and results. Marketers should take cue and start implementing these two trends to up their marketing efforts and make them fruitful.