Latest news with #ForbesAgencyCouncil
Forbes
2 days ago
- Business
- Forbes
13 Smart Ways To Strengthen Customer Loyalty With ‘Freebies'
Giving something away for free can feel risky for a company. Done thoughtfully and strategically, however, providing 'freebies' can be an effective way for a business to deepen loyalty with its best customers. The key is to make those rewards feel personal, purposeful and tied to the value a brand already delivers. Whether it's a surprise upgrade, early access or a tailored free service, the gesture should reinforce trust and appreciation, not just trigger another transaction. Below, Forbes Agency Council members share approaches to offering rewards that have been proven to encourage strong customer loyalty. 1. Use Exclusive Rewards To Incentivize Continued Business A smart approach is to offer exclusive rewards through a loyalty program, where repeat customers earn points or perks for continued business. This creates a sense of value and appreciation, encouraging consistent engagement. Rewarding loyalty builds trust, strengthens emotional connections and turns customers into brand advocates, driving long-term success. - Robert Nikic, Why Unified 2. Reward Repeat Customers Through A Tiered Program A tiered loyalty program is an effective strategy to reward repeat customers. They earn points with each purchase, redeemable for free products or discounts, seamlessly tracked via a CRM. This approach shows gratitude, drives further engagement and fosters strong brand connections. Compared to subscriptions or referrals, it directly enhances loyalty, making it the optimal choice. - Meeky Hwang, Ndevr, Inc 3. Tailor Free Offers To Customer Behavior When customers feel valued, loyalty follows. Rewarding repeat customers with free products or services shows appreciation and builds trust. A smart approach is to tailor rewards to customer behavior. Aim to make them personal, not generic. When executed this way, rewards aren't just a gift; they're a relationship investment. - Mary Ann O'Brien, OBI Creative 4. Provide Purchase-Based Rewards Anchored In Values Loyal customers don't just buy your products, they believe in your brand. They return because of trust, values and connection, not just convenience. That's why building loyalty is so valuable. A smart way to strengthen consumer loyalty is by offering rewards based on past purchases. These unexpected gestures show appreciation and deepen the relationship. - Shane Savage, PATHOS Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 5. Foster Community Through Shared Experiences Brand loyalty predominantly relies on three pillars: belonging, exclusivity and shared experiences within a community. Similarly, these are the core indicators of a community. Community belonging amplifies the benefits of sharing, such as offering free products or services to repeat customers. Balancing customer benefits with the core purpose of the community is crucial for ensuring brand success. - Oksana Matviichuk, OM Strategic Forecasting 6. Use Free Trials To Deliver More Value And Grow Business For us, offering free services isn't about giving things away—it's a strategy to deliver more value to our clients and grow our relationship with them. For example, when introducing a new service with strong potential for improving results for a client, we use free trials to demonstrate functionality and impact. This often results in them buying the service and expanding their business with us. - Paula Chiocchi, Outward Media, Inc. 7. Trigger Loyalty Loops With Timely, Personal Freebies Loyalty grows strongest when it's sparked by instinct, not obligation. A free perk offered at the right moment—especially when it feels personal or unexpected—does more than delight. It triggers the deeply human urge to reciprocate. That's where the loyalty loop begins. Reward leads to return, which leads to repeat. Over time, generosity becomes gravity, and the relationship deepens with every turn. - Shanna Apitz, Hunt Adkins 8. Empower Repeat Customers With Tools That Actually Help At our company, we give high-value digital tools—like tech packs, launch checklists and production budgeting templates—free to repeat clients. These resources are tailored, impactful and help them succeed faster. When a client wins using our tools, they often credit us, and that gratitude turns into long-term loyalty and more business. Rewards work when they actually help. - Miller McCoy, Limitless MFG 9. Do Exclusive Giveaways And Conduct Follow-Up Bake exclusivity into a giveaway and track which loyal customers take advantage. Create an email campaign for your loyal customer list. Spotlight your giveaway with a personalized email and personalized promo code. This gives your loyal customers a VIP feeling while helping you track, and opens up the perfect opportunity to call your prospects directly to ensure they received their free gift. - Bernard May, National Positions 10. Offer Strategic Audits To Show Your Holistic Grasp Offer strategic audits that reveal both in-scope solutions and out-of-scope gaps, showing your holistic grasp. Give a taste of the solution so customers feel the value firsthand. This builds trust, positions you as a true partner and creates loyalty without overextending your offer. - Christy Saia-Owenby, MOXY Company 11. Make Customers Feel Seen With Insider-Style Perks Rewards aren't a gimmick. They're a signal. Smart brands offer perks that feel personal, not just points. Think surprise upgrades, exclusive drops and behind-the-scenes access. It's not about discounts. It's about making loyal customers feel like insiders. When they feel seen, they stay. And they bring others with them. - Lars Voedisch, PRecious Communications 12. Invest In Relationships With Special Offers Any great relationship is reciprocal. I believe in radical hospitality and generosity. Consider adding something special to a current engagement or inviting existing customers to try out a new product or service for free. Investing in customer relationships is a tried-and-true best practice built upon our human nature. It's more important how you make people feel than what you deliver. - Talie Smith, Smith & Connors 13. Surprise Customers With Unexpected Micro-Rewards Implement surprise-and-delight moments through micro-rewards based on customer lifetime value calculations. Instead of predictable perks, offer unexpected experiences like behind-the-scenes access or co-creation opportunities. This builds emotional equity rather than transactional loyalty, creating deeper brand attachment. - Vaibhav Kakkar, Digital Web Solutions
Forbes
5 days ago
- Business
- Forbes
16 Ways For Agency Leaders To Help New Remote Hires Ramp Up Faster
When your team is spread across different cities—or even continents—it's easy for a new hire to feel like they're joining a Slack channel instead of an agency. A new teammate's first few weeks are critical, not just for understanding logistics, but for building confidence, clarity and connection. Below, Forbes Agency Council members share strategies that can help a leader make those early days smoother, more focused and even energizing, no matter where new teammates are logging in from. Follow along for advice on how to equip people with the context they need, the tools they'll actually use and a clear sense of how their work contributes to the big picture. 1. Launch A Smart Preboarding Plan A smart preboarding plan will help new hires acclimate fast. Send a digital welcome kit that outlines online tools teams use to communicate, highlighting established etiquette. Include guides for their first week related to training and meeting schedules. Assign a peer to do introductions to team members to build a sense of connection and let them know who they can go to for answers to questions. - Henry Kurkowski, One WiFi 2. Integrate New Hires Into Team Rituals An agency can set new remote hires up for success by sending tailored onboarding kits before day one, followed by structured ops meetings, platform walkthroughs and project-specific ramp-ups. With clear timelines, access to the right tools and early integration into team rituals, new hires feel confident, connected and ready to dive in from the start. - Katie Meyer, MoonLab Productions 3. Accelerate Learning With Real Responsibility Start with a clear onboarding roadmap, not just a welcome packet. At our company, we pair new hires with department leads for daily check-ins in week one, give them access to standard operating procedures and involve them in real projects fast. The key is structured integration with real responsibility—people learn quicker when they 'do' from day one. - Miller McCoy, Limitless MFG 4. Use Collaborative Tech To Unify Global Teams Our firm has crews based in India, Peru, Brazil and the U.S., with partners in Turkey, Canada and Singapore. With such a diverse remote talent pool, we've embraced the integration of a collaborative platform that offers video conferencing, a server platform and an integrated calendar to coordinate schedules. New hires are trained one-on-one immediately to ramp them up very quickly into our ecosystem. - Terry Zelen, Zelen Communications Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 5. Replace One-Off Intros With One-On-One Meetings Many agencies set up only one general meeting to introduce a new employee and call it a day. A series of one-on-one meetings, however, proves to be more effective for showing them the ropes, building connections and replacing those watercooler chats. Encourage the new employee to ask questions, and assign a peer mentor they can turn to as more come up. - Nataliya Andreychuk, Viseven 6. Invest In Face-To-Face, In-Person Time Remote-first agencies can deploy collaboration tools such as Slack for daily workflow, but nothing is more powerful than investing in face-to-face time. Regional on-site work, one or two times weekly, combined with mandatory team off-sites twice yearly, creates personal relationships and trust built in person. The result is accelerated overall performance while enabling curated flexibility for employees. - Ethan Parker, Treble 7. Provide A Playbook, A Mentor And Clear Goals Give new hires a killer onboarding playbook, a culture buddy who actually gives a damn and fast access to the people who matter. Add smart tools, bold goals and regular check-ins to the mix. Set a clear 30-60-90-day path so they know where they're heading. It's not just about joining the team; it's about owning their role, building momentum and making an impact from day one. - Lars Voedisch, PRecious Communications 8. Overcommunicate To Reduce Ambiguity Meaningful overcommunication (not just regularly scheduled meetings) is key to ensuring team members feel supported and are equipped with everything they need to succeed. During the early days of onboarding, for the first three or four months, leaders must be even more available to provide direction, collaboration and a reliable open door. - Bernard May, National Positions 9. Foster Psychological Safety Through Connection The water cooler is key. My experience has proven that it's about helping people feel like they can be themselves in the company. Creating a connective moment where people can share their dreams, interests and challenges creates trust and connection quickly. If people don't feel safe asking for help or being themselves, new team members likely won't integrate well. - Talie Smith, Smith & Connors 10. Provide Clear SOPs And Consistent Training Ensuring new remote team members are set up for success starts with consistent training and clear, easy-to-follow standard operating procedures. This helps them integrate smoothly and understand how to operate effectively within the company from day one. - Jessica Hawthorne-Castro, Hawthorne Advertising 12. Help New Hires See Where They Fit Ensure new remote hires feel ready by giving them context—share materials and host conversations about the company's full scope, not just their role. When they see where they fit in the bigger picture, they gain clarity, confidence and a faster path to meaningful contribution. - Christy Saia-Owenby, MOXY Company 13. Map The Workflow With A Digital Twin Create a digital twin of your agency's workflow before new hires start. Map every touchpoint, decision tree and stakeholder interaction they'll encounter. This comprehensive blueprint eliminates knowledge gaps and reduces cognitive load, allowing remote teammates to navigate complex projects confidently from day one. - Vaibhav Kakkar, Digital Web Solutions 14. Assign A Peer Buddy To Share Tacit Knowledge One of the best ways to help a new remote teammate integrate into the business is to assign them a buddy who is a peer. Having someone on the same level to help a new employee navigate work is particularly important for remote workers, as so often knowledge of 'how things work' or 'who to ask' is tacit knowledge that isn't written down. Having a buddy is a shortcut to gaining this vital knowledge. - Mike Maynard, Napier Partnership Limited 15. Set The Tone With High-Touch, High-Context Onboarding We've found that remote hires ramp up faster when onboarding blends structure with culture. A founder-led kickoff sets the tone, followed by two days of meetings with department heads, platform walkthroughs and process training. This high-touch, high-context approach builds clarity, connection and early buy-in. - Jimi Gibson, Thrive Agency 16. Curate Personal Touches To Build Belonging We onboard remote hires with a personalized guide, curated one-on-ones and asynchronous work tools that build clarity and connection. A warm Slack welcome, peer support and perks like Grubhub credits or goodie bags make new teammates feel seen. It's not just about being informed; it's about feeling ready, connected and valued from day one. - Amy Packard Berry, Sparkpr
Forbes
7 days ago
- Business
- Forbes
10 Reasons Live Shopping Is Driving E-Commerce Growth In 2025
As the world grows more digitally connected, e-commerce is evolving fast, and live commerce is leading the charge. By turning passive browsing into real-time engagement, selling via livestream gives brands a direct line to their audience, combining product education with urgency, authenticity and social proof. Regardless of the platform, live commerce is shortening the path to purchase and driving conversions in ways static content can't. Below, Forbes Agency Council members share what makes this fast-rising format so effective and how forward-thinking brands are using it to build trust and boost sales. 1. Creates Urgency And Sparks Faster Decision-Making Social media's growing influence creates another platform for brands to reach diverse demographics, fueling a surge in live commerce popularity. By blending product demonstrations with instant Q&As and social proof, live commerce helps customers make faster, more confident purchase decisions. The real-time format creates urgency, making it easier to spark action and drive higher conversion rates. - Shane Savage, PATHOS 2. Combines Entertainment With Instant Buying Power Live commerce is surging because it blends entertainment with instant buying power. For e-commerce brands, the big win is real-time engagement. Customers can ask questions, get answers, interact with product creators and brand ambassadors and make purchases on the spot. It builds trust, speeds up the path to conversion, personalizes the buying process and helps marketers get closer to peer-to-peer marketing. - Mary Ann O'Brien, OBI Creative 3. Taps Into Emotional Buying Behaviors Humans will always lead with emotion and justify with logic—livestream commerce is built on that truth. It transforms products into performances, rewarding presence with access, surprise and speed. For e-commerce brands, it's more than selling—it's staging moments that feel urgent, intimate and alive. When commerce becomes theater, emotion leads and function follows, and that's what sells. - Shanna Apitz, Hunt Adkins Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 4. Drives Real-Time, Two-Way Engagement Live commerce is booming globally as consumers crave interactive, real-time engagement with brands. For e-commerce companies, livestreaming builds trust and drives higher conversion by turning passive viewers into active, emotionally connected buyers. - Jessica Hawthorne-Castro, Hawthorne Advertising 5. Helps Brands Break Through Traditional Ad Noise Audiences are used to the traditional forms of advertising, such as banners, brand placements and so on. Brands—especially those in the fiercely competitive e-commerce environment—need to think outside the box to stand out. Real-time interactions like live streaming go beyond traditional approaches by fostering deep connections and building trust in a brand and its product. - Michael Kuzminov, HypeFactory 6. Recreates Excitement And Social Proof Of Teleshopping Live commerce thrives for the same reasons teleshopping did in the 1980s: excitement, real-time social proof and community engagement. It is highly effective, as it drives impulse purchases, bolstered by social proof, grows conversions and cuts return rates. E-commerce brands can leverage live commerce as a component of their brand awareness campaigns, amplifying reach and deepening loyalty. - Oksana Matviichuk, OM Strategic Forecasting 7. Creates A Stronger Sense Of Human Connection People are craving connection these days. The digital life has brought so much connection to our lives, but it feels—almost counterintuitively—isolating. The overwhelming amount of digital information coming at us leads to experiences feeling transactional—the opposite of connection. Live commerce is a great way to create deeper connections with customers that break through the transaction. - Talie Smith, Smith & Connors 8. Reduces Buyer Hesitation By Addressing Questions Addressing questions from a live audience is hard to beat and can lead to reduced buyer friction. Viewers can ask questions in real time about quality, use cases, pricing and so on—and if one person is asking a question, you can bet that several others have the same one. Plus, viewers know that when you're live, there is no editing taking place, and this builds trust like nothing else. - Bernard May, National Positions 9. Strengthens Emotional Bonds; Cuts Cart Abandonment Live commerce capitalizes on parasocial relationships between hosts and viewers, creating an emotional investment that traditional e-commerce lacks. The biggest benefit is reduced cart abandonment. Real-time demonstrations eliminate purchase hesitation while social validation from other viewers reinforces buying decisions instantly. - Vaibhav Kakkar, Digital Web Solutions 10. Humanizes Brands Through Personal Interactions People connect to people—this is just a fact. In this rapidly connected world, often driven by AI-powered communications, human-centricity is simply a brand differentiator. We all connect to stories, to narrative and to visual media, and we appreciate personal anecdotes. Personal recommendations are much more influential than algorithmically generated suggestions. - Goran Paun, ArtVersion
Forbes
23-06-2025
- Business
- Forbes
20 Critical Mistakes Advertisers Make With Social Media Campaigns
While successful social media campaigns can build awareness, drive conversions and strengthen audience trust, even strong campaigns can fall flat if they miss key details or employ the wrong tactics. From posting on the wrong platforms to ignoring your audience's wants and needs, seemingly small missteps can derail momentum (and your budget). Here, members of Forbes Agency Council share 20 critical mistakes advertisers make with social media campaigns. Read on to learn how to avoid the same and focus on what works. 1. Failing To Entertain The biggest mistake advertisers make is creating content that fails to entertain first. We're in our 'talkies moment'—the algorithm is the gatekeeper, and without stopping the scroll, your content won't reach anyone. Instead, follow new rules: Entertain first, then inspire or educate. Key takeaways beat key messages. The days of averages are over. Focus on trends and patterns in a video-first world. - James Nord, Fohr 2. Overproducing Content Overproduced content often backfires on social media. People scroll past anything that feels too scripted or polished. The best content feels native to the platform—casual, imperfect and real. That's what builds trust. Don't be afraid to let your brand show up with a little less polish and a lot more personality. - David Moncur, Moncur 3. Trying To Be Present Everywhere One of the biggest mistakes advertisers make is trying to be everywhere at once without a strategy. At our organization, we believe that spreading content across every platform without understanding where your audience engages can weaken your message. We recommend a focused and strategic approach by tailoring content specifically for the platforms where your audience is most active and receptive. - Durée Ross, Durée & Company, Inc. 4. Not Leveraging Creators One mistake is not partnering with creators to deliver your story. Creators are trusted more than ads or celebrities, and collectively are the most effective messaging to drive conversions on social media. But finding the right creators is important. We use a leaderboard to show brands' top-performing creators and content ranked by performance and to ensure the best-performing ones are chosen. - Rodney Mason, LTK Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? 5. Handing The Reins To The Algorithm Hire a pro; don't depend on the algorithm. It's tempting to rely on the built-in automation tools; with a few clicks, you can 'boost a post' or build a broad 'lookalike' audience. But doing so hands the reins to a program optimized to spend your budget, not grow your business. Social can drive serious ROI when it's treated as a strategic channel rather than a checkbox. - Chintan Shah, KNB Communications 6. Posting On The Wrong Platforms Focus on the platforms where your customers spend their time! If you are marketing to grandparents, use Facebook, but for younger audiences, use Instagram or TikTok. For business audiences, use LinkedIn. Don't waste time and resources posting on the wrong platform for your targeted audience! - Nancy Marshall, Marshall Communications 7. Not Understanding Your ICP The biggest mistake is not understanding your ideal customer profile and their user journey. If you don't understand who you're targeting and where they are in the buying cycle, your message will miss. Tailor content to match their stage, intent and platform behavior to actually drive results. - George Arabian, NVISION 8. Boosting Posts On Facebook Boosting a Facebook post is often a complete waste of time and money. Boosting is a watered-down version of a Meta campaign with default settings that may not be right for you. Spend the extra time in creating a campaign properly or work with someone who understands Meta advertising. - T. Maxwell, eMaximize 9. Ignoring Audience Responses Within social advertising, ignoring audience responses—letting comments and messages go unanswered—wastes ad spend and erodes trust. Avoid this by assigning a community manager, setting real‑time alerts for mentions and committing to reply within 24 hours. This encourages dialogue and user‑generated content, boosting reach and loyalty. - Goran Paun, ArtVersion 10. Chasing Virality When brands chase viral moments that don't reflect who they are, they dilute trust. Start with clarity on your brand's voice, purpose and role in the world. Stay consistent. Then use trends as a lens, not a crutch, to create content that's timely and true. - Jacquelyn LaMar Berney, VI Marketing and Branding 11. Overemphasizing Sales Versus Genuine Engagement One of the biggest mistakes is overemphasis on sales instead of pure engagement. Overly promotional content can cause a huge turn-off with your audience. It's important that advertisers focus on providing value through their content, which can eventually lead to more naturally converted sales. - Jordan Edelson, Appetizer Mobile LLC 12. Using Non-Specific Messaging Trying to include everyone can ironically make audiences feel unseen. When messaging lacks specificity, it misses the mark emotionally. Focused, audience-driven content fosters true connection—people respond when they feel truly understood. - Christy Saia-Owenby, MOXY Company 13. Having A Corporate 'Billboard' Mindset Blasting messages like it's a one-way ad channel is the fastest way to get ignored. Social isn't a billboard; it's a conversation. Want results? Sound human, not corporate. Build campaigns that invite response, adapt in real time and earn attention. If you're not listening and evolving, you're just adding to the noise. - Lars Voedisch, PRecious Communications 14. Prioritizing Reach Over Relevance One of the biggest mistakes is chasing reach over relevance. Pumping budget into broad campaigns without clear audience targeting wastes spend. Instead, focus on niche segments, tailor creatives for each and test relentlessly to optimize for engagement and conversions. - Boris Dzhingarov, ESBO Ltd 15. Forgetting To Optimize For Mobile Most users will see your ad on their mobile device, so if it's not mobile-friendly, you're losing impact. Avoid small text, wide layouts and slow-loading content. Use vertical videos, concise captions and buttons that are easy to tap. Always preview your ads on mobile before launching to make sure they look great where it matters most. - Jason Hall, FiveChannels Marketing 16. Treating Social Media As A Stage One of the biggest missteps is treating social media like a stage instead of a conversation. Chasing likes, trends or clever gimmicks without anchoring your campaign in what actually matters to your audience—their pain, priorities or goals—is a fast way to burn budget and attention. Social works best when it's relevant, consistent and rooted in brand purpose. - Sarah Tourville, Media Frenzy Global 17. Taking A One-Size-Fits-All Approach One of the biggest mistakes is failing to understand the audience's true needs and values. A generic, one-size-fits-all approach won't resonate. Advertisers should invest time in research, listening and personalizing content to create meaningful connections. Tailored messages build trust, leading to more authentic engagement and better campaign results. - Robert Nikic, Why Unified 18. Failing To Tailor Ads To Social Media So many advertisers fail to create ads that are specific to social media. Social platforms need authenticity to ensure the ad is credible. People also go to social media to waste time; brands should respect that by making their social ads entertainment. - Mike Maynard, Napier Partnership Limited 19. Talking About The Brand Instead Of To The Audience One of the biggest mistakes advertisers make is talking about themselves instead of to their audience. Social media isn't a stage—it's a feed full of people looking for connection, not a pitch. If your ad doesn't speak directly to their world, it's ignored. Relevance beats reach. Every time. - Jimi Gibson, Thrive Agency 20. Posting The Same Thing Across Every Platform A major mistake is treating all platforms the same by repurposing content without tailoring it to each platform's user intent. Use AI-driven sentiment analysis to understand how your audience engages differently on each platform and customize messaging accordingly to boost relevance and response. Even small adjustments can significantly improve ROI. - Ajay Prasad, GMR Web Team
Forbes
17-06-2025
- Business
- Forbes
How To Leverage Automated Emails: 17 Tips To Reach Target Audiences
Automated emails are a powerful tool for reaching audiences at scale, but only when marketers use them with intention. Today's consumers expect timely, relevant messages that look, sound and feel human, even when they know they're part of an automated sequence. Done right, email automation can feel less like a system and more like a conversation, thanks to tactics like behavior-based segmentation, emotional timing and AI-powered personalization. Below, 17 Forbes Agency Council members share their top strategies for leveraging automated emails to truly connect and engage with a target audience. The key to leveraging automated emails effectively is personalization. Don't just automate for the sake of it—use data to craft messages that feel tailored to each individual. When customers feel seen and understood, it builds trust and encourages engagement. Automation should enhance the human connection, not replace it. - Robert Nikic, Why Unified Automation doesn't mean repetition—it means opportunity. When emails arrive too often, too predictably or are too formulaic, they become wallpaper. People tune out what they expect. Use automation to scale relevance, not routine. Surprise matters. Shift the cadence, change the rhythm and earn attention, because once someone stops noticing your name in their inbox, it's too late. - Shanna Apitz, Hunt Adkins Don't treat automated emails like digital ads; use them to build relationships. I design flows to respond to emotional signals, not just clicks. If a user hovers over return policies or stalls at checkout, I send reassurance instead of a promotion. True automation meets the customer at the right emotional moment, making emails feel helpful and memorable rather than pushy. - Ajay Prasad, GMR Web Team Give value—it's not the time to try to convert. Make your emails so helpful that they're getting forwarded around to different departments. Don't rely heavily on AI to generate emails because they ultimately won't convert. Use AI as a partner in creation, not as the creator. - Danielle Sabrina, Society22 PR Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify? Like any other marketing channel, frequency is the key to conversion. One and done never works, so instead, create a personalized drip campaign that offers a series of at least three consecutive emails. Each one should focus on a single key benefit to the consumer. A series builds interest with bite-sized messages that are easy to digest and retain, rather than high-word-count emails. - Terry Zelen, Zelen Communications Personalize beyond just names. While using a recipient's name is a basic personalization tactic, go deeper to create truly engaging automated emails. Consider personalizing content based on past purchases, website browsing history, specific interests or even local weather (if relevant). Dynamic content blocks within your emails can help you deliver this level of tailored messaging automatically. - Frank Rojas, Miami SEM For automated emails, use AI to predict optimal send times based on user behavior, such as when they open emails or shop online. This ensures emails hit inboxes at peak engagement moments, boosting open rates and clicks. Set up AI tools to adjust timing dynamically, test results and respect user privacy to build trust. - Meeky Hwang, Ndevr, Inc Maintain the human touch. Consumers are flooded with media, and they're more sensitive to spam than ever. An automated email that feels vague or disingenuous is going to be ignored—or worse, cause your audience to hit the unsubscribe button. - Evan Nison, NisonCo Segment your audience based on behavior, not just demographics. Trigger automated emails based on actions—like browsing history or cart abandonment—for higher relevance and conversion rates. - Boris Dzhingarov, ESBO Ltd In your first automated email, ask the reader up front to reply and let you know if they received it. This simple request often generates more responses than anticipated and signals to inbox providers that your emails are valued. That single interaction can significantly boost deliverability rates over time while fostering real conversations, which is the ultimate goal of your email campaigns. - Fernando Beltran, Identika LLC Ditch the 'spray and pray.' Whether it's email or social media, precision beats noise. Automated emails aren't just about what you say but when you say it. Segment based on real behavior: clicks, views and buys. Talk like a human, not a bot. Hit send when it matters. Timing builds connection. Relevance earns trust. And trust? That's what drives action. - Monica Alvarez-Mitchell, Pulse Creative, LLC Don't set it and forget it. The biggest mistake made with automated emails is assuming one sequence works forever. Review engagement data regularly, test subject lines and timing and—most importantly—write like a human, not a robot. Automation should feel personal, not programmed. If it sounds like a script, it gets skipped. - Jimi Gibson, Thrive Agency The more information you can collect about your prospects, the better you can customize your email automation. You can build more complete prospect profiles using techniques like B2B2C matching, which provides insights into personal and professional attributes for improved personalization and reach. - Paula Chiocchi, Outward Media, Inc. Test different subject lines and send times to boost open rates and engagement. What grabs attention in the morning might fall flat at night, and a clever subject for one audience could confuse another. A/B testing helps you find what resonates best with each segment, so your automated emails aren't just sent, but are also seen and clicked. - Jason Hall, FiveChannels Marketing Don't automate without empathy. The most effective automated emails feel like they were written just for the reader because they were built from real behavioral data and pain-led insights. That means mapping emails to where prospects are emotionally and practically in their journey, not just where they fall in your funnel. - Sarah Tourville, Media Frenzy Global Go beyond automation and build an engagement ecosystem. Connect emails to retargeting ads, in-app prompts and dynamic site content shaped by behavior. Embed polls, preference tags or branching logic to gather data and tailor future sends. Drive audiences to exclusive content hubs or gated tools to deepen value. Email should activate journeys, not operate in isolation. - Amy Packard Berry, Sparkpr Using AI to personalize emails is easy. Even if your email or marketing automation platform doesn't have the feature built in, it's not difficult to add personalized content using an external AI model. The best marketers understand that the most effective campaigns don't generate custom emails for each recipient, but rather personalize a few specific phrases, ensuring the email remains on-brand. - Mike Maynard, Napier Partnership Limited
