We've been publishing insights from IBM Watson on what makes digital marketing more effective--from a qualitative standpoint. This week we focus on the first insight from their 2018 Digital Marketing Benchmark Report.
For a deeper dive into email best practices, check out our new whitepaper:
You’re not the only one sending more emails over the holiday season.
Your potential customers are being bombarded with emails now more than ever. Total opens will be higher due to the increase in output, but this doesn’t necessarily mean increased meaningful engagement. Read time decreases, meaning that you must prioritize your core CTAs and add high value content to motivate recipients to act. Focus on your primary goals: is it to get attendees to register for your event, or promote it on their own personal social media? Whichever your goal, promote it at the top of your email, so it doesn’t get lost in the noise.