Three questions for: Tink Taylor, founder of dotmailer

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When it comes to marketing your business, email has proven time and time again to be one of the most conversion-rich tools. Whether building customer loyalty, nurturing leads or increasing your sales, the impact email marketing has on your business knows no bounds.

We sat down with Tink Taylor, the founder of dotmailer - one the most powerful automation solutions for marketers - to find out why email marketing is so relevant to the success of your online business.

1. Please introduce yourself and take us through some of the services and features that make dotmailer one of leading multichannel marketing platforms.

I’m Tink Taylor, the Founder & President of dotDigital Group. dotmailer, our flagship omnichannel platform, empowers serious marketers to deliver personalized customer engagement campaigns. Users can create insight-driven automation programs that encompass email, SMS, push notifications and targeted ads via Facebook Audiences and Google AdWords.

dotmailer is the platform for the data-savvy. Marketers can build powerful segments based on anything from email activity to web behavior and purchase history. We offer world-class integrations with best-of-breed CRM and ecommerce platforms. Having all your data under one hood enables you to send the right message to the right person, at the right time and through the right channel. That’s what we’re all about.

We’ve also got in-house creatives with tonnes of experience. We’re always on hand to lend a hand to our customers. Our team builds automation programs, executes marketing campaigns and designs beautiful emails.

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2. Could you please take us through the anatomy of an outstanding email marketing campaign?

There are many things that contribute to an outstanding email marketing campaign. Best practice is your first port of call; make sure that your subject line is catchy and the preheader is relevant.

The best emails are designed for mobile. 55% of email is now read on a smartphone – the device is the preferred platform for email. An award-winning email also needs to be data-rich; it should include content that’s compelling, relevant to subscribers’ preferences and what they’ve browsed and purchased. Global ecommerce retail sales are predicted to reach a whopping $4.9 trillion by 2021, so brands need to adopt smart tactics if they want to cash in.

Getting the right message across is fundamental. Whether you’re welcoming new subscribers, promoting your hottest products, or launching an exclusive competition, you need to drive value in email. Serving up inspirational content and drawing readers’ attention to the call to action should be top on the agenda.

Dune’s multichannel program, which stormed the best B2C marketing campaign at our annual awards called ‘The dotties’, lead to a 43% uplift in online revenue. The premise of the campaign was to enchant new customers and drive a high retention rate across all channels. The brand’s combination of storytelling and user-generated content in email made the overall campaign a complete success. Dune’s email revenue is up 97% year on year – a fantastic result, and a testament to the team’s hard work.

My final piece of advice would be not to neglect the landing page. Rather than send subscribers to a generic homepage, make sure you meet their expectations and send them somewhere relevant where they can perform an action. That might be filling out a form or making a purchase.

3. Next to email marketing and marketing automation, dotmailer also focuses on providing its users with personalisation tools. In your opinion, what are some of the most effective ways in which retailers can utilise customer data to create personalised marketing campaigns?

It all boils down to audience segmentation. This would be my best bit advice for cutting through the noise in the inbox. Marketers need to capture both explicit and implicit customer data if they want to deliver successful personalized campaigns.

The preference center is the keystone to successful email marketing – brands need to get to grips with their data and ask for information that’s useful to them. This could be date of birth, location or product preferences. Once contacts are filtered on this basis, you can tailor your campaign content accordingly so it’s always super relevant.

Marketers should then action their customers’ implicit data, like web behavior and order history. This contact-specific information is important because it adds a layer of context to the customer journey. These are the timely nudges that don’t annoy. A personalized proposition is a powerful one. For instance, targeting customers with a cart recovery email or abandoned browse notification is a tried and true conversion method.

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