At a time when everybody else is talking about memorable memes and quirky tweets, you must be wondering why on earth are you reading about email marketing? Well, let me tell you why:
Because it’s still working, that’s why!
Yes, you heard that right. Email marketing is still effective by all means!
With that said, it’s important to understand email marketing strategy has changed dramatically in recent years, and if you’re expecting the 2000s email marketing strategy to work in current times, you’re are highly mistaken. After all, a direct sales offer via email is nowadays led to the spam message folder and left unread until eternity – in fact, statistics tell us in March 2019, 56% of global email traffic was based on spam messages.
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Just like the times we are living in, email marketing has come to utilize all modern ways available – if intelligently employed email marketing can successfully run appealing and informative campaigns and not just end up being categorized as Spam.
Had not to email marketing been modernized and kept upgraded through recent years, perhaps it would not have survived the current age, rather rendered too limited in its impact. If you want an email marketing strategy that brings fruitful results to the table, you need to be aware of certain tactics and trends as you make your way into 2020.
Don’t forget, times are calling upon you to
Blend with the Trend.
Days when notifications are badly ignored, emails still get a response. This is because emails are considered important. Almost everybody uses email and deems it significant enough to open immediately. Talk about boomers or Gen Z, politicians are to their modern lives.
With the following email marketing tactics, you can emphasize any preceding impact to boost up your business marketing in no time:
1. Start Connecting with Your Audience
If you’re old enough to drink, I bet you must have experienced receiving tons of emails asking you to become part of a veteran community. And the baffled look on your face must have shouted out loud that you knew nothing about it – not to forget how you must have wondered about the poor results of bad segmentation in email marketing.
Modern-day email marketing has urged marketers to understand their audience. And by understanding, we don’t mean collecting email addresses rather doing what you need to do in order to up your email marketing game i.e. knowledge about the interests and preferences of your target audience. Other than this, email segmentation can be conducted based on recipients’ gender, age, location, etc.
Such segmentation based on interest has proven to be extremely beneficial for email marketing campaigns; also with greater media relevance, open rates are far more than inscribed rates.
2. Talk to Your Audience
Do you know what keeps the audience interested? Content that speaks to them!
In older times, emails, even when sent to the right audience, ended up making the recipients disinterested in a product because of the utterly boring language employed in the email content. This brings us to one of the latest trends in email marketing i.e., customization.
After segmenting your targeted audience and gaining all the relevant information about what they like and dislike, it’s necessary to customize emails. Customization helps businesses relate to recipients at a personal level – and that in turn inculcates a sense of trust among the audience as people tend to feel more connected with the brand and by way of that with the business organization.
I understand making emails customized enough to appeal to each individual is A LOT of work. HARD WORK. However, what you can do is segregate recipients based on generation; for instance, the millennial generation tends to find precise and informative messages combined with a visual more appealing.
3. Be Direct and Give a Call-to-Action
In older times, one of the most annoying elements in emails was the lack of clarity of purpose.
Now that you’ve segmented your recipients, received the knowledge of their interests and preferences, and generated an email that has attracted attention, what next? Well, now it’s time for you to focus on the core purpose. The clarity of your purpose will reflect through an effective call-to-action included in your email.
Whether you want your readers to like your Facebook page, subscribe to newsletters or visit your website, you need to lead them towards that objective – and that can be done via a striking Call-to-Action.
It has been observed by replacing “find your solution” with “learn more” the click-through rate in emails rose by 77%.
4. Exercise Prudence with Email Blasts
As per the latest email statistics published by expanded ramblings, an average office employee receives almost 121 emails per day, which is A LOT. If you don’t want your email to end up in one of the spam folder piles, you need to exercise control over the number of emails you send out to your subscribers.
The previous decade instructed us in many ways that we may benefit our businesses with – digital and social media marketing, high-speed internet with cox deals, etc. to say less. However, it did take some serious effort to upgrade email marketing enough for it to survive in contrast to many foregoing elements of online marketing. Modern-day email marketing tactics, some of which we have touched upon in today’s write up, tend to restore marketers’ faith in the impact of emails as a marketing medium.