Okay, so hopefully by now you understand that data is crucial above all else. What else do we have in store for you? Crafting your brand story, implementing AI, and settling the debate on whether or not you should emojis and gifs in your emails.

Tell a Story

Discounts and promotions may encourage one-time sales, but creating a personal relationship with your customers is what will keep them loyal and with you for the long haul. Use your email as a storytelling technique. Give them a behind-the-scenes look at your business, talk about its roots and day-to-day, highlight its employees and customers, talk about company values, and describe any of your community-related activities. Humanizing your business breaks down the wall between businesses and customers and will solidify your bond. If possible, use the data you may have gained (see Part 1) to personalize these storytelling emails.

Also remember that increasingly, audiences are more savvy and wary of direct sales tactics. Push your product all the time, and they’ll start getting the impression that you solely see them as a transaction. When they find a product that’s cheaper or higher value, they may easily abandon ship, no sentiment attached to your brand.

Take Advantage of AI

AI is often talked about, but not implemented nearly enough. BrandAlley, for example, credits 40% annual growth to the use of AI. They’ve also reduced shopping cart abandonment by 50%. And they are from the only ones.

We also discussed in Part 1 that Domino’s click-thru rates increased through subject line optimization. The software they used to achieve this was, in fact, AI.

There are numerous benefits. AI’s not just logical, it can be creative and human-like. As it advances, the possibilities of what it can create are endless. Further, if you’re limited by a small team, AI helps you get the job done with less hands. It’ll help improve the quality and efficiency.

Emojis or Nah?

Eh. Maybe. Emojis and gifs can be useful, even for B2B businesses, but you have to be careful.

Firstly, don’t use it as a way to make up for uninteresting content. Gifs should work to enhance strong content. It’ll keep the reader engaged and make it more entertaining. But if the content simply isn’t good, then it will only act to amplify the bad message.

Emojis in the subject line? It will catch their attention. But again, focus on using it to enhance strong content. They’ll quickly unsubscribe if you send them an emoji-laden message with poor content. Talk about something interesting to them? And it’s well-written? You may likely convert.

Also, don’t go over-the-top. A couple is fine. Otherwise, you’re overwhelming them. Email should be short and sweet. Be useful with that space, rather than cramming every emoji and gif you’ve been dying to use.

It’s also important to note that there’s some overexposure of emojis (thanks Walmart pillows and The Emoji Movie). While it’s generally still acceptable in text form, some may be wary of it. Just a warning.

Did We Miss Anything?

We now turn it on you. Some questions for the audience: Any trends you think we missed? Which were your favorite? Are you going to finally implement AI in 2018? What’s your position on the emojis/gif debate? Share your opinions in the comment below.

Missed Part 1? We forgive you. Check it out now.