Engagement is King April 16, 2021, | Posted by Kia Zalewski

While businesses might be tempted to chase the fastest track to grow their business and bottom line, a well-crafted and strategic path to sustainable growth is key to ensuring long-term, omnichannel success. While sales and revenue are always top-of-mind, proper growth and brand building encompass efforts that positively impact various assets of a business. 

Brand awareness and recognition, the customer experience, and quality control are all just as important to a business as its sales and profits. Ensuring personalized, unparalleled experiences for customers and clients ensures brand loyalty and positive referrals and reviews. The customer experience is not limited to the products or services they receive but begins with the first communication (and every touchpoint thereafter) that the client experiences. That’s why how a business grows is just as important to its growth. 

Many companies underestimate the importance of the content of their customer emails, prioritizing the size of their email list rather than ensuring that the content their subscribers receive is engaging and top quality. Though consistently growing a list of subscribers is a key component, that list must receive authentic and memorable content in order to retain recognition, sales, and eventually, brand loyalty. Unopened emails or those marked as spam can cause flagging by service providers, meaning that even though a business may have a massive list, its emails will never reach anyone on it. 

Instead of using purchased lists, it’s best practice to grow a list utilizing an opt-in method. This will ensure that the customers receiving emails have given their consent and are interested in a good or service. Go a step further ensuring that the customer receives content specifically targeted to them by segmenting lists based on interests to make content personalized and relevant. Analytics are one of the most valuable tools a business can have, allowing it to segment lists by engagement. Businesses can create flows and content specifically based on abandoned carts and browsed products and offer incentives or promotions to close sales and keep their brands and products top-of-mind. 

Taking the time to create this personalized approach will not only ensure long-term growth and retention but will also create trust between the business and consumer. 

Contact Site Impact to hear how we can help you create engaging campaigns and implement long-term growth strategies for your business.