The email is becoming more than just a transactional communication tool; it has the potential to become a catalyst for driving digital customer engagement. To fully understand customer email communication and how it can be leveraged for customer engagement, it is important first to recognize the low baseline quality of email communications among enterprises today. Consistent, high-quality email interactions have not been a strong suit of businesses

Many businesses today have not even developed their internal philosophies of email communications. They are still under the illusion that email works just fine, as it has always worked. Yet, half the battle of customer engagement via email is the appearance of high quality.

To drive digital customer engagement through email, businesses need to start developing a “better Hermes.” Email can become a tool for achieving the appearance of customer service for a seemingly service-oriented, customer-centric business.

In the next section, I’ll share five strategies—quite common in the email marketing space—that can be applied to the email customer service area to help drive engagement.