The perfect email marketing can get your food tech business to boom now. Delivery Hero posted that they have been serving nearly 3 million orders per day since the lockdown, which is 2x their normal!
That’s a huge boost, and they’re not the only brand seeing such results! In fact, content that just did not work prior to the lockdown, is working marvelously now.
For a marketer, this scenario is offbeat. It’s not what worked for you before. And after researching the hundreds of brands that send out emails on a regular basis, we’re introducing the ultimate email marketing program for your food tech brand.
Did you know?
- Some of the biggest brands in the FoodTech industry now deliver groceries, and other essentials for customers who want to avoid supermarket visits. This is an excellent example of a “timely pivot”.
- Bigger players are reconnecting with their customers via email to announce their daily wager relief funds and encourage more orders. 10% of the order values are being added to the fund for their delivery executives and other daily wagers.
- Contactless delivery is the new normal in food delivery and email is the most direct method to convey this message to your customers.
If you answer yes, to the above questions , then yes you should be sending that email. If no, then please don’t send any email communication to your customers during this period.
In this complete email guide to communicating with empathy during COVID-19 crisis we will provide best practices to follow to send your updates and promotions to your subscribers. We shall also be running through the mistakes brands make in sending these crisis communications.
Send time optimization is not new to email marketers. Many of them are doing it in at least one way - based on the time zone of the user, or the best time to generate responses. There is no point delivering email at midnight for users in Cleveland and the same message sent to users at 8:00 am in Dubai, in a single send with the same message.
If a brand has users from multiple time zones, the delivery times must be optimized per time zone, allowing the marketer to adjust their content accordingly. Not only send-time optimization but email delivery optimization is as important for boosting your email engagement rates.
Delivery optimization is usually invisible to the marketer, but if the email service provider (ESP) is using some advanced machine learning and AI techniques to optimize delivery for better inboxing and reputation building, this should provide significant stability in overall reputation and a jump in ROI of email campaigns.
Email Delivery Optimization for better engagement
Optimization of Campaigns using Real-Time Analytics
Traditional reporting of campaigns was limited to opens, clicks and a few other basic stats. While basic metrics are still needed, tracking metrics have evolved from numbers on charts to data that can be used to get insights and make recommendations to achieve the intended goal.
Real-time analytics in your email campaign can help you not only monitor the performance of your emails but are also a very effective tool for drawing insights for your future campaigns. They help collect actionable insights that are very specific to your company and your brand.
Power up these insights with AI, and you will be well on your way to get superb campaign performance.
Key takeaways
A Summarized view
The industry has been using words like “Right time, right message, right channel” for many years. Before the Internet, with fewer options, data and predictive analytics could do a fairly good job of finding the right targets to market to, and then the message convinced that user they needed something. Fast forward to now, when users have so many options and new behaviors that were never a consideration before.
Research that used to happen at the dinner table or water cooler at work is now a major step in the journey process. Consideration with review sites, comparison sites, all getting closer to decisions. Search and digital advertising’s role in all of this and the signals that occur each step in the process that users take.
The customer journey is complex. The good news is that AI and ML can help marketers move to the next level of marketing. They will still be the brains behind the plan; this is the technology that is fed by inputs from marketers. But they will have the tools that will give us the ability to transform their marketing by providing truly one-to-one experiences, in a new Segment of ONE world.
Download the whitepaper to amplify your view of email marketing above and beyond the usual tactics used by marketers.
About the author
This whitepaper on artificial intelligence in email marketing was written by our experts Chaitanya Chinta, Head of Deliverability at Pepipost, he has a 10-year experience in email deliverability and having written a few spam filters himself, he has an in-depth knowledge of working os Spam filters and email deliverability and Jeannette Kocsis, SVP of Marketing and Business Development, Pepipost US. She has extensive working knowledge of the working of businesses and their requirements. Along with great knowledge and experience in getting the best possible ROI from emails.
Being experts in their respective fields, they have explained how and where AI works best in Email Marketing and how you can best benefit from implementing these in your Email Marketing campaigns. This whitepaper explores in-depth, the working of these algorithms and their best use cases.
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