On the most recent episode of the Marketing Spark podcast (Apple, Google, Spotify), I spoke with James Glover, CEO of Coherent Path, which helps retailers deliver better email marketing by distributing their content as a “diet” to maximize engagement and drive customer lifetime value.
Here are four things that I learned:
In Omnivore’s Dilemma, Michael Pollan talked about a farmer describing himself as a “grass farmer” who kept his animal healthy. Email marketers should see themselves as “engagement farmers” focused on building their brands and encouraging customers to discover new products and categories.
2. Many companies see email marketing as an ATM. When you need to drive revenue, you send another email. Companies need to look at email marketing conversions differently. It’s not always about driving sales. It’s about telling stories that engage and execute, building a relationship, and establishing brand trust.
3. It’s not enough to do audience segmentation. Email marketing is not about reaching out to five or six groups but personalizing content so your offers and content are relevant to millions of consumers. The only to do that is by embracing new technology-driven by AI and machine learning.
4. Retailers need to think about “Slaying the Dragon” and “Marrying the Princess”. Slaying the dragon is about driving efficiencies to automate processes. Marrying the Princess is the benefits that emerge from developing infrastructure that helps you engage and have more personalized conversations with customers.
Marketing Spark is hosted by Mark Evans. the principal with ME Consulting, which works with fast-growing B2B companies to do marketing better or differently. Mark’s areas of expertise include brand positioning (aka your story), strategic plans (where and how to tell your story and the audience), and hands-on tactical execution. He works as a consultant, fractional CMO, and coach.