Digital marketing is evolving at a rapid pace. Every year, one observes the emergence of new approaches, strategies, and marketing channels. The marketing strategies that were in great demand about five years ago are unlikely to be relevant today. Nonetheless, email marketing still retains its effectiveness in the industry.
Many marketers feared that the advent of social networks and even search optimization would spell the end of electronic marketing. Indeed, advancements and innovations in marketing and sales have resulted in tangible changes in consumer behaviour.
Nonetheless, according to statistics, the number of email users will reach 4.3 billion by 2022, and this trend will continue. By 2025, the number of people using email will rise to 4.6 billion. This increase is due to the consumer’s new habit, which is explained by statistical data, which claims that about 81% of consumers choose to buy via email. As a result, investing in this area could result in a successful campaign.
In general, email marketing is not only a cheap and effective way to reach out to potential customers, but it also is a great way to interact with them through content. If you have difficulties with writing appealing texts, visit essay reviews websites such as Rated by Students. Approximately 59% of consumers confirmed that brand e-mails influence their purchasing decisions.
Based on these statistics, one can say that if you do everything correctly and update your outdated email marketing campaign, an influx of new customers will appear soon. Because email is available on both mobile devices and PCs, many people consider email marketing to be a universal technique.
It combines a variety of marketing disciplines, including:
- Content marketing;
- Mobile marketing;
- Video marketing.
Consumers today expect messages to be personalized and tailored to their specific interests. And this should be considered when reviving your old email marketing campaign.
(Image Source: freepik.com)
Examine the content and eliminate any features that are outdated or inefficient. If content touches on a topic that is no longer relevant to your business goals or audience, it should be replaced. Old content and broken links also clog the results of internal and external search engines and can give visitors a negative impression of your brand.
Set goals for the year for creating and distributing content via an email campaign if you have not done it yet. Seek feedback from your entire organization to determine how your content creation efforts this year can best support your sales team.
The All-in-One Platform for Effective SEO
Behind every successful business is a strong SEO campaign. But with countless optimization tools and techniques out there to choose from, it can be hard to know where to start. Well, fear no more, cause I've got just the thing to help. Presenting the Ranktracker all-in-one platform for effective SEO
After establishing your tactical goals, broaden your thinking by compiling a list of expectations for your content team and its outcomes. Are there any extra goals you want to achieve in terms of attracting potential customers through this channel? Try to use the new content format. For help with writing, you can visit professional writing services review and essay reviews websites
When was the last time you changed the look of your website, the format of your content, or the frequency of your email blasts? If the design and method of submitting content appear to be out of date, it is time to update your brand’s image in the eyes of the customers.
Check that the email text meets nine important criteria. It has to be:
- Easy to understand. If you offer to buy a tour card, a tennis set, or a website SEO promotion service, write about it right away but not at the end of the message. If you have difficulties with structuring your content or writing, seek assistance from an essay review website such as Trust My Paper;
- Persuasive. Use arguments to support your offer;
- Appealing. Include some infographics and pictures in the text, and visually design it so that the letters are easy to read;
- Structured. Subheadings, paragraph breaks, and lists will all help the reader understand the information that is important to convey;
- Emotional and lively;
- Adapted for various devices. Many people read email on their mobile phones, and you should consider this point. Make CTA buttons visible separately for desktop and mobile versions of the letter, and use a font that is not too large;
- Useful. Provide readers with vital information;
- Include a call to action (CTA). It does not have to be a buy or order request. Invite the reader to visit your website or blog, read a new article, see new news, or ask a question/consult.
Before you start a new emailing campaign, you should determine who you will send your emails to – B2B or B2C. B2B emailing can take place on workdays and during working hours. When it comes to B2C, marketing letters can be sent any time of the day.
Herewith, you should not go overboard with the frequency of distribution. If it is possible to send two or even three letters per week to B2C clients, the maximum for B2B recipients is one letter per week.
Interactive content is used to increase the openness, clickability, and user interest of e-mails. This concept encompasses everything that uses email elements to compel the client to take action.
Online tools that have been successfully used in mailing include:
- Animated buttons and hyphens;
- Built-in surveys and videos;
- Dynamic effects of motion design;
- Gamification elements;
- Service ratings, etc.
After all, there is already a customer base! After purging the database of invalid and non-existent addresses, write to subscribers, address them by name, and remind them who you are and what your company is famous for.
Try to figure out how to provide a benefit to a person (useful material, a checklist, or a bonus) that will entice him to return to your site and begin reading the newsletter.
Adaptive design and layout of e-mails is no longer a privilege, but a necessity. Mobile devices are displacing desktop devices.
As a result, before starting an email marketing campaign, it is critical to ensure that it is correctly displayed on various devices. There are several ways to check it:
- Create a backup mailbox, send a test letter, and then test the adaptability of various devices;
- Check and analyze the message's layout using specially designed services like Litmus, Testi@, Mail Tester, Email on Acid, and Google AMP Playground.
Personalization in email marketing considers users' unique preferences and interests. Companies often make personal commercial offers based on feedback they have received from subscribers.
Email marketing employs the following personalization techniques:
- By name;
- By interest;
- By the gender (content for men and women should be different);
- By location. Geolocation will aid in audience segmentation and the creation of relevant newsletters.
Automation tools can help you have a more rational and interesting interaction experience with your customers. Sending welcome emails to new subscribers is the simplest way to use automation and encourage interest. You can also send a series of emails as part of a seasonal promotion.
Automation tools can also send retargeting campaigns, which is especially useful for online stores that have a high rate of basket rejection. The right tools can help you instantly segment customers based on the various variables you specify. Regardless of the use case, automation will save you time and help you get insights for future development faster.
Even in the age of messengers and social networks, email marketing remains an effective tool. To use it as effectively as possible, it is critical to understand the audience and segment the base as narrowly as possible. As a result, you can get an email campaign that will elicit the best response from customers.