Make the Latest Email Marketing Trends Work for You
Email marketing is far from dead. It is a powerful connection between you and your customers, and it’s not affected by the search algorithms. According to Statista, there were 3.7 billion email users globally in 2017. This number is expected to increase to 4.3 billion by 2022. It’s also interesting to note that 81% of businesses use email marketing as their main customer acquisition channel. Pretty great stuff!
As we approach another year, let’s take a few minutes to review the latest trends in email marketing and how they can work for you.
Integrate Email with Other Marketing Channels
Email marketing is not a standalone channel. It should be used in conjunction with other channels, including social media and search, for maximum reach. By identifying where email fits into your overall strategy, you can use it most effectively. Let’s look at an example.
Imagine you’re running a New Year’s sale where all of your winter merchandise is 50% off. You run ads on social media and search, and send an email to subscribers informing them of the sale – and give them an extra 10% off. With the coupon code, you can easily measure the effectiveness of your campaign and reward loyal customers.
Use Targeted Automation to Improve Drip Campaigns
Automation has been popular in email marketing for some time, but the technology is getting better at segmenting and targeting specific audiences. Targeted automation supports the lead nurturing process because each email is sent to users based on their actions.
For example, when a user requests a quote, they may receive a welcome email, an email containing links to important content and a reminder email to follow up. Using automated email marketing improves performance on a small budget. Your emails continue to push leads through the pipeline without you having to do anything.
Practice Nurturing over Selling
Consumers don’t want products and services shoved in their faces. They want to be educated and informed before making a decision, and the way to do this is with high quality, relevant content. Create different forms of content, share it with your audience and nurture them through the funnel to give you a higher chance of converting leads into long term customers.
Send Out Interactive Emails
Interactive emails are preferred by readers because they are clean, organized and fun. Rather than having a bunch of text to read, interactive emails include quizzes, surveys, games and other interactive elements. By getting people to engage with your emails, you form meaningful connections that push them further into the funnel.
Ensure Mobile Friendliness
More and more people are opening emails on their mobile devices, so be sure that your emails are optimized for smartphones and tablets. The content should fit well on the screen, the images should load quickly and the CTA should be large and easy to click. In the end, readers should be able to convert in a few clicks.
As you look to improve your digital marketing strategy, be sure that you utilize the communication benefits of email marketing. This is one of the most effective tools you have in building connections with customers.
To set up an effective email marketing strategy for your business, call WSI Star Web Solutions at 888-853-4449.