BUSINESS STRATEGY positive reputation , thus ensuring that their emails make it through to the inbox , the next challenge is to stand out from the crowd . To do this , they can make use of Brand Indicators for Message Identification ( BIMI ) to display the brand-controlled logo in the consumer ’ s inbox . BIMI is important as consumers will be more loyal to a brand if they recognise the company ’ s logo in the first place .
Other focus areas
To truly build loyalty , brands need to understand how diverse their target market is . Marketers should recognise that customers will not necessarily act , feel or have the same interests as they do . It may sound simple but being upfront with consumers by checking what their preferences are and where their priorities lie can make the world of difference . It is all about tailoring the content to fit the needs and interests of those receiving it , which is why ethical positioning has become so important . Preference pages are great for this , as they explicitly ask the customers what they want to know about the organisation .
An important aspect which can be overlooked is whether brands are meeting the Equalities Act . According to research from the World Health Organisation , more than two billion people around the world suffer from vision impairment and further findings from Gov UK suggest more than six million people in the UK alone have dyslexia . For American senders , they must ensure that they are meeting the Americans with Disabilities Act Standards for Accessible Design ( ADA standards ).
These legislations – and others around the world – showcase the increasing focus on accessibility . Emails must be crafted with this in mind in both the short and long-term . To ensure this is a priority , brands should appoint someone who specialises in email accessibility , or partner with creative developers , to ensure every email template passes requirements . Essentially , consumers will not be loyal to businesses if they are unable to read or recognise the messages .
From a marketing perspective , building a longlasting relationship with customers has never been more important .
Therefore , it is expected that many will continue to combine an empathetic email channel strategy with an ethical data approach in the coming years . x
IT IS PARAMOUNT FOR BRANDS TO CLEARLY COMMUNICATE WITH CUSTOMERS SO THAT THEY FULLY UNDERSTAND WHAT THEIR PERSONAL INFORMATION IS BEING USED FOR AND WHY . www . intelligentcxo . com
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