Advancements in email marketing
Over time, email marketing has had to adapt to the changes in technology. As technology never sits still, email has advanced to remain viable as a marketing method.
Those advancements have made email marketing one of the best digital marketing methods available. So, what do these advancements in email marketing look like?
Personalization and automation
Technology makes it ridiculously easy to both personalize and automate the email marketing process. A lot of email marketing technology will allow for a high level of personalization far beyond just inserting a person’s name into the email.
You can speak to individuals personally when you combine modern email marketing technology with modern analytics data. For example, the process of segmentation allows marketers to separate their mailing lists into categories based on various parameters.
By creating personalized content, email marketers are able to connect with subscribers on a much deeper level, increasing open rates and driving customers to their websites.
In this way, marketers can target a specific target audience, and email marketing automation can make sure that only those audiences receive the relevant marketing message. With the right email automation software, businesses can create more personalized content, keep their leads engaged, and boost revenue.
Various other technologies and methods exist to make emails more personal and easier to use at scale.
Responsive design and mobile optimization
One of the main benefits of email marketing is that emails are mobile-friendly. With most people using their devices to go online, participate in social media, and check emails, it makes sense that marketers have also made high use of mobile platforms. The number of mobile users has skyrocketed, and businesses have needed to adjust their marketing strategies to reflect that.
In fact, the use of mobile devices to go online has grown so prevalent that many have shifted to mobile-first design solutions. Mobile-first means that instead of dealing with a desktop design first, software and application designers have started to prioritize mobile design.
Integration with other marketing channels
Beyond the general benefits of email marketing, it’s important to note this marketing method works great with other types of marketing channels as well. A multichannel marketing strategy gives you a greater reach, access to more potential prospects, an increase in brand awareness, and the potential for higher conversion rates.
A multichannel approach to digital marketing works best, and email can help to bridge the gap between marketing efforts.
For example, you can use social media to find prospects who will sign up for your email marketing campaigns. Then, you can use email marketing to connect prospects to your social media platforms.
You can share your email messages as social media posts or you can include your social media posts as a feature in your email messages. The point is, email marketing can do a lot for your marketing efforts, whether it’s your primary marketing channel or one that serves your main marketing channel.
The effectiveness of email as a channel
You don’t have to look far to learn that email marketing works. Statista reports email marketing revenue in 2020 reached 7.5 billion dollars and that over 80% of industry experts use email as part of their marketing efforts.
Statistics such as the open rate, conversion rate, and click-through rates can vary based on the industry. However, it’s good to know that many people actually prefer email communications.
Most people sign up for or opt-in to receive promotional emails from brands and businesses they want to see more of, further proving the fact that email marketing is not dead.
How to build an effective email marketing strategy
While email marketing makes for a great marketing strategy, you still need to make sure it's effective. There are a few ways you build an effective email marketing strategy, such as by:
- Targeting the right audience
- Sending personalized emails
- Making sure the email is mobile-friendly
- Crafting compelling subject lines
- Keeping things simple
- Use aesthetically pleasing email templates and designs
- Making sure recipients explicitly want your emails (see GDPR)
- Optimizing for deliverability
Starting with these basics will make your email marketing attempts that much more effective.
Tips for creating high-converting email campaigns
Outside of the basic tips to boost effectiveness, there are a few more things you can do to take your email marketing campaigns to the next level. To create a successful email campaign, incorporate the following tips into your next marketing campaign:
- Write for the web (brief paragraphs, logical flow, good first line)
- Make sure your sales email is clean and clear
- Create content for an ideal prospect (build buyer personas)
- Always include a call to action (CTA)
- Run email A/B tests
- Have an email marketing plan
- Pay attention to and lean heavily on KPIs and analytics
Testing and paying attention to statistics will give you the ability to fine-tune your efforts as you go. What converts well for one segment may not convert well for another. Look at what’s happening and make adjustments until you find the ideal way to present your marketing message to your audiences.