The email has been a cornerstone in the realm of internet marketing, utilized as a method for converting consumers and gaining traction by SaaS and eCommerce firms alike. While 2020 was a turbulent year for business, it drove email back to the forefront of digital marketing efforts and made it one of the most essential interaction tools.
As more people purchase online, there is a growing need to interact and connect digitally, and email marketing is a wonderful method to do it. Personalization and automation may be used to develop a strategy that truly speaks to your consumers while boosting your return on investment (ROI). Email marketing, which is especially successful in a remote work setting, may be used to advertise your products, voice your brand ethics, and send out newsletters. Emails can reach thousands of individuals with the press of a button, which is why it is critical to prioritize developing your email list. Subscribers to your mailing list will improve organic traffic to your site and offer you a simple way to track metrics on consumer interaction
1. Email Marketing Personalization
Customers don’t want to feel like simply another cog in the machine; they want to feel appreciated by the firms in which they invest. The lack of customization that comes with automation may be an issue in email marketing. A significant trend to watch is the use of robotic process automation and artificial intelligence to produce tailored emails that communicate directly to your customers.
This entails utilizing automation and artificial intelligence to deliver customized emails to a specific audience segment. Analyze your customers’ purchasing habits, open rates, and preferred products or services before crafting an email that responds to those behaviors. Perhaps some consumers tend to leave their carts empty before making a purchase? In this scenario, your customized email would emphasize this, providing a useful reminder with CTAs alongside your content. Personalization is all about the essentials, so always remember to include the customer’s name and consider adding a unique note.
2. Using AI to Improve Email Strategy
We mentioned it briefly earlier, but incorporating AI into your plan may significantly improve the efficiency of your email marketing services. AI may be used to conduct a variety of activities when studying consumer patterns and open rates, including:
- Survey optimization
- Predicting outcomes with analytics
- Large volumes of client data are being processed at the same time, and keywords are being added using an SEO optimizer.
AI may also be used to improve the efficiency of email marketing. Consider using it to speed up your campaign and complete the tasks that consume the majority of your time, such as:
- Creating email subject lines
- Sending times should be optimized.
- Cleaning up mailing lists (search for consumers who aren’t responding to your copy)
- Reorganizing email campaigns
3.Including User-Generated Content in Emails
Including user-generated content in your emails is one of the simplest methods to increase organic traffic and convert more clients. Users are more inclined to trust a service or product if they see good customer feedback from a diverse group of people, boosting their chances of becoming a converted, paying client!
The best part about user-generated material is that it is free and may be presented and utilized in your emails. To boost trust, consider include customer reviews, poll results, or images of your customers using your products/services in your emails, along with a simple CTA button. You may even produce additional user content through your emails by including a call to action to take a survey or poll so that you can quickly gather the data the following time. Encourage your social media fans to share photographs of themselves enjoying your product or service and tagging you if you have a significant following. This type of material is both new and inexpensive, so take advantage of it!
4. Increasing Interactivity
Interactive marketing boosts engagement and is growing increasingly popular as technology advances. It is not difficult to incorporate interactive marketing into your email campaigns. You may incorporate it into your plan in a variety of ways, including:
- Hover-over images and gifs
- CTAs that are obvious
- Options for design modes (choice of dark mode or light mode)
- Surveys and polls
- Interactive carousels can be used to showcase items or services.
- Element of gamification
Gamification, a relatively new approach, is the act of incorporating gaming-style features into non-gaming content. It may appear difficult and time-consuming, but it does not have to be! You might take it a step further and add a mini-game into your email marketing strategy if you have the means and a suitable niche. This might be about your target market or your services, but the important thing is to make it relevant to your business and what you’re offering.
5. Creating Privacy-Aware Emails
Customers are more concerned about their privacy than ever before, and they are more aware of how their data is being utilized. To gain their confidence and loyalty, you must go beyond ensuring PCI and GDPR compliance. To guarantee that you are achieving their expectations, make privacy the focal point of all your email marketing.
This entails continually monitoring data privacy regulations and staying honest with customers. Use your emails to notify customers of any future data privacy changes and to emphasize how you are protecting their information. This will also assist to promote your company’s ethics. Avoid falling into the trap that Amazon made for itself with its latest ‘dark pattern’ debacle. The firm has faced legal problems for integrating a design that made it harder for users to cancel a subscription. According to the data, canceling entailed turning through too many pages and being continually confronted with warning flags.
6. Email Optimization Across All Platforms
It may appear to be a no-brainer, but you must optimize email across all platforms. As mobile usage among clients grows, you must ensure that they receive the same quality of experience as desktop users. It may be worthwhile to get assistance from a technology firm to guarantee that your emails deliver a decent mobile experience. To accomplish this correctly, you may need to audit substantial portions of your system.
7. Thanks to Customers
Customer gratitude is a type of personalization that is here to stay! Customer gratitude letters might include the following to provide consumers with a sense of value:
- Discounted personalized birthday messages
- Invitations to early access
- Thank you notes
Consider adjusting these emails to the present situation, as several businesses have already done. Perhaps you could provide discounts to front-line employees and healthcare personnel — what matters is that you demonstrate to clients that you are on their side.
8. Making it a Group Effort
Because email marketing is a constantly dynamic process (trends come and go), it is prudent to invest in the assistance of your staff. Different departments can cross-collaborate on your 2021 plan to guarantee a diverse set of inputs and ideas are obtained. Because remote work can be tiring, consider using productivity-boosting technologies to improve performance. Effective email marketing will improve your conversions and ROI, and combining your efforts with great workforce optimization will help you achieve your objectives faster.