Blog post By Paula Chiocchi on 2017-08-02
Experienced B2B marketers know that the key to email campaign success is engaging with prospects to generate awareness and trust and, ultimately, to nurture the buying process. One creative way to initiate engagement – and reach jaded but video-game obsessed Generation X, Y and Z customers – is through gamification.
Gamification is simply the application of game principles and elements into non-gaming contexts – such as your email campaigns -- to drive desired behaviors. Done well, gamification can enhance the user experience, encourage reward-based engagement, and even be fun for the participants – and perhaps even for B2B marketers themselves.
Here are six ways to increase email engagement through gamification:
Of course, marketers always need to test their gamified emails to ensure they render properly on various email platforms and mobile devices. Some of the layouts, graphics and programming might require more advanced professionals to ensure the content looks good, is engaging and runs properly. Like other email campaigns, a best practice is to always include a “view in browser” link to ensure subscribers enjoy the gaming experience you want them to see. Finally, don’t forget to fuel your campaigns with high-quality email data for optimum reach and results.
In case you haven’t noticed, gamification is on fire today, almost to the point that it’s growing into a marketing discipline unto itself. The incremental engagement and subscriber activity it creates for email marketing provides the opportunity for campaigns to not only stand out, but to also be sought out by email recipients -- and that’s something any marketer would be game to achieve.
Outward Media’s accurate, targeted email data can help you achieve better email marketing ROI, and convert more prospects into customers. Ask us how. Also, take a look at our complimentary e-book on building a successful B2B email marketing database.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.