On a daily basis, it is estimated that 306 billion emails will be sent and received around the world in 2020. It is expected that this figure will continue to rise year after year, eventually reaching 376 billion by 2025.
Due to the fact that emails are expected to continue to be an important part of everyday business life, smart businesses should consider implementing a variety of email marketing strategies in order to effectively increase revenue, improve brand reputation, and ultimately gain an advantage over their competitors.
We’ll be examining five email marketing trends that can be used to support marketing efforts and help businesses stand out in a saturated market throughout the course of this article.
Email automation is a useful tool
Alongside other marketing strategies, businesses can use email automation to reach their customer base with relevant messaging at the correct time, with minimal input.
There are numerous email automation tools available to small and medium-sized enterprises (SMEs) as well as large corporations, all of which can assist businesses in achieving their objectives. 30 percent of companies agree that email automation’s biggest benefit is saving time.
From sending a welcome email to new customers, product recommendations after a user has bought from your site, or even providing reminders for events, email automation frees up company time that can be used elsewhere.
Customer education can also be used to help customers learn more about your brand, encourage them to make repeat purchases, and remind them of the reasons they chose your company in the first place.
However, companies mustn’t solely rely on email automation if they want to maintain their customer base. Other marketing strategies must be implemented in order to keep customers engaged and secure repeat business.
Email signatures that are interactive
Customers are becoming more ethically conscious of the money they spend on email marketing, with 81 percent of respondents stating that trust is now a deal-breaker or deciding factor when making a purchasing decision.
Use social proofing in your email signatures, such as customer testimonials, big brand endorsements, or star ratings, as a simple way to increase brand credibility and trust among your customers.
Businesses can take it a step further by implementing an interactive email signature to draw attention to additional marketing channels available to them. For example, an image carousel could showcase a new product line, and an embedded survey link could allow customers to provide feedback with a single click on the mouse.
By implementing an email signature management solution, it is possible to maintain brand consistency across all departments, even when working from home.
Not only is it convenient to keep brand messaging consistent across the entire company, but a third-party solution can also ensure that email signatures remain compliant with the law by incorporating appropriate email disclaimers, providing businesses with an additional layer of peace of mind.
Campaigns that are drip fed
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Drip campaigns are a series of automated emails that are sent to a prospective or existing customer over a long period of time, gradually delivering the company’s message to them.
Using drip campaigns, businesses can target and personalize their messages to specific groups, which is just one of the many advantages of doing so. Drip campaigns are customized to meet the individual needs of the receiver and will alter in response to the user’s activities.
Customers and prospects will no longer be inundated with useless and impersonal email blasts, which have a detrimental influence on a company’s reputation when they receive them. When compared to standard email advertising, drip campaigns have been shown to raise click-through rates by as much as 119 percent, according to research.
Furthermore, because personalized, relevant emails generate 18 times more income than non-targeted emails, businesses can reach a larger audience while simultaneously gaining trust with little effort on their part.
Hyper-personalization
With hyper-personalization, organizations may offer highly targeted, customised content to users that goes beyond the limitations of prior personalized email marketing campaigns.
Whereas traditional personalization tactics rely on basic information such as purchase history to gain insights into customer behavior, hyper-personalization strategies employ advanced technologies such as Artificial Intelligence (AI) to analyze a customer’s interactions in real time, resulting in a comprehensive customer profile.
Through the use of hyper-personalization, businesses can reduce the amount of irrelevant content they send to customers, lowering the number of bounces and increasing conversions.
Content that is only accessible with a password
When used properly, gated content can easily increase the number of high-quality leads generated without the need for complex lead generation strategies.
To encourage visitors to provide their email address in order to gain access to desired assets such as e-books and other materials, businesses may “gate” content by withholding desirable assets such as e-books and other materials.
Businesses can then add the visitor to their mailing list in the hopes of converting them into a customer.
Companies must first examine their business objectives in order to determine when it is most appropriate to gate content in order to execute this approach effectively.
As an example, if your company’s goal is to raise brand awareness, gated content is most likely not the best strategy. During this early introductory stage, you’ll need to establish trust with the prospective customer before asking them to provide personal information about themselves. If you don’t, you’ll most likely lose their trust in your company.
In order for organizations to effectively fence content as customers progress farther down the marketing funnel, they must first establish and maintain appropriate client relationships.