Companies like Amazon are building increasingly frictionless shopping experience – and B2C companies that don’t keep up are going to be left behind. Fortunately, in a data-rich industry like email, opportunities to reduce friction exist in abundance. I will walk you through some of the most impactful strategies – from inbox experiences to machine learning – to reduce friction throughout the entire sales funnel.
1. Bring as much of the experience as possible into the inbox
2. Use predictive analytics to create your own email marketing triggers instead of relying solely on customer behavior
3. Offer incentives for customers to opt into frictionless experiences