Why It’s Time to Double Down on Content Quality

The Apple iOS 15 privacy update is up and running. So that means we’re entering some new territory for email marketing. 

If you read our three-part summary about how the iOS changes may impact your open rate data, customer experience, and budget, then you know you can’t rely on what worked in the past. 

While everything won’t be different, a lot of the metrics and KPIs you might have relied on could be skewed moving forward. For example, your open rates and location tracking might not be as reliable as they were in the past. 

That means you need to have ways to deliver an outstanding customer experience with new tools. Great content can help. 

Open rates may not tell the full story

When it comes to content, data has often helped. You sent an email and looked at the numbers. You could open up your dashboard at any point and see where people opened your email. Lots of clicks meant good content, right? Well, not always. 

Open clicks are fine as a general way to keep track of what’s happening with your customers. But, they don’t always tell the full story. It’s not always a true measure of customer participation or engagement. 

And now, if your open rates aren’t entirely as accurate as they used to be, it’s even harder to tell what kind of content is speaking to your readers. As a result, you could be missing out on some key opportunities to improve your customer engagement and retention numbers. 

Engagement matters more than ever

To boost your numbers, and look at the data that’s more reliable than open rates — clicks, conversions, and lifetime value — and see where you can improve those. Putting the customer first is a great start.

Today, in most cases, just opening and looking at something isn’t enough to move the needle. You need to have customers actively engage with your content and take action. That’s what’s going to drive the numbers and give you better data, which you can turn around and use to improve personalization and customer experience. 

Creating better content helps. Duh. It sounds so simple, but it’s not always easy. You need to focus on where you can create content that’s relevant, personalized, and engaging. And you need to do that while also realizing that you can’t send every message to everyone on your list. You need content that feels more individualized. 

That’s what your customers will respond to, and you’ll be able to measure that response beyond open rates and instead look to KPIs like clicks and conversions. It will tell a more realistic story about how your content is performing. 

Personalization helps drive engagement

At Zembula, we’re all about helping you create more personalized content that leads to better engagement and higher conversion rates. Here are a few ways to get started:

Use your customer data to enrich content: 

Getting data from customers on their likes and interests provides an amazing opportunity to create personalized content and give them more of what they want.

Get hyper-personalized: 

Today, you can (and should) go much further than simple personalization. Use Smart Banners and Blocks to get hyper-personalized, giving your reader individualized content, information, and updates.

Add more kinetic elements to your emails: 

Do you want your customers to engage with your emails more? Make them dynamic. Having these elements in your emails can help you create compelling content that’s personalized and drives action.

Make it fun: 

Yea, don’t forget about this part. It can get lost in the data. Instead, use image personalization in your emails to highlight personalized content. Include gifs and graphics that catch the eye and delight your customers. 

Reaching your customers is more important than ever, so you have to tap into as many tools as you can to do it. Delivering personalized, engaging content can help you stand out and build lasting relationships with your customers. 

If you want to learn more about how you can develop better, more personalized content, we’d love to help. Click here to schedule a call with us today.