A common mistake we see in regard to marketing campaigns is over-generalization. You can’t engage subscribers by sending a one-size-fits-all message to your entire target audience.
There’s a reason you identified and segmented an audience, but that doesn’t mean all users within it are the same. A single demographic will contain every reaction possible to your marketing campaign.
To fix this problem, businesses can incorporate contextual marketing in their campaigns. The idea here is to send personalized messages based on a customer’s specific history and needs.
A recent Content Standard article explains the function and use of contextual marketing. According to the article, email is one of the best platforms for trying the tactic out:
“Contextual marketing has become a buzzword, but delivering experiences based on each individual consumer’s context needs to be a strategic way of thinking for all marketers. For email, technology has enabled this transition from a tactical standpoint, and brands are increasingly exploring new territory when it comes to email marketing innovation.”
Email provides lots of personalization opportunities that don’t exist on social media. For example, you can send personalized emails out to individual subscribers, whereas you can only make broad statuses on Facebook and Twitter.
By sending contextual emails, you can provide subscribers with relevant information. Instead of sending one generalized message out to everyone, you can give subscribers the specific information they need in relation to your business.
Of course, no one is expecting you to sit down and write every single email. That would take hours and hours, and quite frankly, it’s not worth the time. With email automation, you can send hundreds of personalized emails out without having to write each one from scratch. In one move, you can personalize your emails and streamline your marketing campaign.
Email is the most obvious application of contextual marketing. To talk more about engaging subscribers with contextual emails, or anything else, contact us today.