As we’ve mentioned time and time again, email marketing is one of the most effective messaging channels for marketers. You might wonder if email marketing is worth your effort in the age of video campaigns, social media, and webinars. We can tell you how important email marketing is, but if you have a junk folder currently full of unopened marketing emails, you may be inclined to disbelieve us.
- Marketers are 6x more likely to get a click-through from an email rather than Twitter.
- Email generates $42 for every $1 spent, amounting to a 4,200% ROI.
- 90% of B2B marketers say email engagement is the metric they use to measure general content performance.
- 87% list email as one of their top free organic distribution channels.
- 31% say email newsletters are the best way to nurture leads.
Using this communication channel effectively is a major influence in a good digital marketing strategy. Read on to learn how to maximize your efforts and optimize your email marketing strategy.
INTEGRATED SALES AND MARKETING
When crafting your message, take a step back and look at the big picture. Your email is a small but integral part of an entire journey from prospect to sale. The goal is to generate leads to hand off to sales, where users will become customers.
Whether you’re B2B or B2C, don’t just send a single message and move on—think about the entire campaign scope from your business’s point of view. Adjust your messages to fit into the overall flow. The effectiveness of your email is centered on the content, so be sure you’re tailoring your message to your user’s entire journey as they interact with your brand.
KEEP UP WITH Email Marketing TRENDS
With iOS 15 shaking up important metrics and the digital space continuing to evolve, the world of email marketing is constantly changing. If you want your 2022 email marketing strategy to stand out, stay on top of current trends so your emails aren’t overlooked or ignored. Companies like WorldData and SubjectLine.com aggregate raw data on email marketing campaigns and release their findings on their website and in newsletters. WorldData collects data from entire campaigns, while SubjectLine.com focuses specifically on best practices for your subject line.
If you stay up to date on best practices in the ever-evolving email marketing space, you can be sure your strategy stays relevant. For example, knowing the changes in open rate accuracy caused by iOS15 will allow you to adjust your strategy accordingly. Instead of eliminating open rates as a measurement tool, you can segment your email database into Apple Mail users and non-Apple Mail users.
It’s been said a million times before: it’s not enough to send the same email to your entire audience. It’s best to segment your users along their buyer’s journey to better personalize your message to the individual reader.
In 2022, it’s no longer enough to address a user by their first name and call it sufficient. Your customers want to feel like you truly understand their needs, making it crucial to utilize tools to collect as much demographic information as possible about your clients. Every bit of information is important, from age and gender to geolocation and email preferences.
Up your personalization game by using this information to create dynamic content. Certain CRM’s, such as HubSpot, allow you to leverage user information into dynamic content, meaning you craft one email. The message and images inside will change based on the subscriber. Fine-tune your message around your user information to create effective email marketing campaigns.
One of the biggest game-changers in the marketing space is the rise of interactive marketing. If you want your emails to stand out, consider ways you can implement interactivity into your email marketing campaign.
Take your current user information to create engaging experiences or use interactivity to increase personalization efforts by capturing more accurate and relevant data from your users. For example, the company Paradigm Life created a Financial Literacy Quiz encouraging users to take via email. The quiz helps their audience understand their financial knowledge while providing Paradigm Life with important information they can use to segment and personalize their future emails.
While it’s important to think in terms of integrated sales and marketing, a good interactive email doesn’t always need an explicit sales goal. Interactive emails can still build brand awareness, encourage customer loyalty, improve engagement, and drive traffic to your website.
Keep your emails out of the dreaded junk folder in 2022 by implementing these strategies into your email marketing campaigns. Need a hand optimizing your 2022 emails? Contact the GROWL team today!