By 2020, there will be approximately 4 billion email users, which is more than half of the world’s population! Consider how much your business could grow this year if you implemented the proper email marketing strategies. It is not simply about segmentation or personalization; there is much more to it, as detailed below:
Building a strong, healthy email list is the first step toward running a successful email campaign. Purchasing a list is never a good idea—emailing people without their consent is likely to cause more harm than good. Not only will this harm the brand’s reputation, but it will also result in low open rates, which will harm the IP’s reputation, resulting in future emails being flagged as spam.
Develop a robust email list by utilising innovative campaigns and compelling offers, such as gift certificates, that entice your audience and invite them to share their email address with you. Another option is to gamify the email acquisition process by conducting a lucky draw or spinning the wheel.
Amateur email marketers frequently make the error of sending emails to as many people as possible in order to increase conversions. What they are unaware of (until the damage has been done) is that this undermines IP reputation.
Unsolicited or irrelevant emails will be deleted—and email open rates are critical for maintaining an IP’s reputation. The only way to maintain high open rates (and a positive IP reputation) is to be selective in your email list selection. Send emails only to recipients you are certain will read them.
Every six to twelve months, conduct an audit of your email list. Retain only the email addresses with the highest open rates and delete the remainder.
Individuals receive over 120 emails per day on average. With so many emails competing for attention, it’s easy for yours to get lost in the shuffle. The only way to differentiate yourself is to keep your emails contextual—to make them more relevant to your users and thus more likely to be opened. For instance, if someone purchased cat food from a pet store, they are more likely to respond to an email about cat care than they are to respond to an email about dog or fish care.
To enable contextualization, you must segment your users based on their actions and behaviour. MoEngage enables you to conduct AI-based predictive segmentation and categorise your users into groups such as ‘Price sensitive’, ‘Requires Attention’, and so on.
Personalization of emails is a highly effective strategy that marketers should leverage more. A hyper-personalized, micro-targeted campaign can work miracles for your business.
Segment users according to their preferences and behaviour and use this data to send them personalised emails that address their most pressing needs or concerns. Several email segmentation strategies include the following:
The boundaries between the physical and digital worlds are becoming increasingly blurred, and the two mediums are merging into one. It’s critical to stay current by becoming ‘Phygital’—a term that refers to the combination of physical customer experiences and digital communication strategies.
Create geo-targeted email campaigns, for example, that are delivered when your user walks past a store, offering them a discount on their favourite products.
Follow this up with a push notification or SMS containing the discount coupon, and you’ve successfully induced a customer to make a purchase. This type of omnichannel marketing is critical for brands to remain relevant to customers and to keep up with channel-hopping customers. You must establish a strong brand presence across multiple channels, including push, SMS, in-app, email, and social media.
Deliverability has been a source of contention for marketers for as long as email marketing has existed—but the impact is magnified now that email is such a popular marketing tool. Increased email deliverability comes down to segmentation and contextualization: you should send emails only to the segments of people who are most likely to open them.
This in turn informs the mailing algorithm that your emails are not spam, allowing them to remain in the ‘updates’ (or, even better, the ‘inbox’) folder.
Other seemingly unrelated factors, such as content and creativity, also affect email deliverability. The logic is that emails that do not look or read well are discarded—which has an effect on future deliverability. Additionally, it is critical to select an email marketing platform with high overall deliverability rates.
While open and click rates are the most important and popular metrics to monitor, there are a few others that should not be overlooked, including the following:
Due to the difficulty of building an email list, it can be discouraging to see unsubscribe rates increase. Nonetheless, it is critical to provide an opt-out mechanism for your email subscribers. Complicated processes reflect poorly on the brand and customer sentiment. Allowing uninterested customers to opt out helps maintain a healthy email list that requires less maintenance.
The following is a quick recap of the email marketing strategies discussed thus far:
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