30 second summary:
- There has been a lot of discussion about whether companies should reduce or increase their marketing efforts. The bottom line is that a reduction in marketing will lead to a decrease in sales.
- Of all the many digital marketing channels available today, email marketing is still proving to be the most effective as it provides the easiest and most direct access to the customer you want to reach.
- Is there anything that has remained effective in today's business world?
- In this article, Toby Nwazor takes a critical look at four important factors that have influenced email marketing in 2020, such as how to use predictive email marketing and what email marketers are doing to ensure that their emails don't end up in the spam folder of their email marketer's subscribers.
Since the beginning of the pandemic, most companies have constantly wondered whether to continue marketing as before, reduce their efforts, increase their size, or stop. However, stopping immediately is out of the question if you want to keep making sales and staying in business. The best option is to come up with a new strategy and figure out how best to run your campaigns in a timely manner.
So far, email marketing has remained one of the most important Recession marketing Channels that have proven reliable despite the uncertainty around us. Of all marketing channels, email is the easiest and most direct way to get to the customer you want to reach.
In this article, you will learn about the best tactics that have proven themselves in 2020 that can help you expand your reach and increase your sales using email marketing.
But first, a quick look at how email marketing was before
Email marketers have spent time creating relevant emails. To achieve this, they focused on sending personalized emails. Actually, Instapage reported that personalized email marketing generated a mean ROI of 122 percent.
The use of personalized tags and List segmentation Some of the tools have been used to personalize email, while personalized email tactics such as personalized messages tailored to customer data like name, age and location were used to give email that personal touch.
Artificial intelligence (AI) made a remarkable appearance in 2019, and it has been predicted that it will be used more extensively in the years to come. Marketers have seen the wonders of AI When it comes to understanding email users, it was just that It was a matter of time before it became a household tool in email marketing.
The State of Email Marketing in 2020
The good news is that the relevance of email marketing has leaked and more people have stayed at home since the pandemic started. The 2020 Forecasts for Email Marketing have become more relevant than expected.
Despite what has been predicted, here are four things that really played a key role in 2020:
1. High quality email versus high volume email
This may seem counterintuitive, especially at a time like this, but the truth is, nothing beats quality email. High quality emails are read and even then hardly ignored cold emails. Reducing the frequency of emails while increasing the quality gives people something to look forward to. It feels like waiting for a check in the mail.
Many companies focus on sending large numbers of emails each month. Some marketers believe that you have to send an email every day. However, according to research by Hubspot, email open rates decrease when the number of emails sent in a month exceeds 16.
Instead of sending emails every day, you can also send a good quality email every two to three days and make sure it's valuable to your subscribers. For example, you could create one Customer service email Order for those who have made a purchase, or Create a sales offer email that gives special discounts and coupons. And these are different from the regular newsletter email sequence that your subscribers join when they land on your homepage.
This, in turn, has resulted in higher open rates as subscribers will be assured that they will get value from every email and that the emails will be sent specifically to their needs.
2. More personalized and optimized emails
Email marketers are becoming more and more aware of the effectiveness of their emails. It's no longer just about making sure emails get into subscribers' inboxes as due. One strategy that you need to use is personalization, as was the case with personalized email They reportedly deliver six times higher transaction rates. So far, we've seen greater use of personalized email, but this time with a greater reliance on automation to achieve this.
Automation enables marketers to use personalized touchpoints, such as when their subscribers are more likely to check their email. Automation makes the entire process of sending emails at these touchpoints more scalable. Retailers can now deliver more valuable and timely news.
For example, consider the abandoned shopping cart problem. Freshness relevance reported 56.82% Cart abandonment rate in 2018. Email marketers solved this problem in 2020 by sending automated emails to trigger Fear of the Missing (FOMO) in customers. A good example are the automated and personalized cancel messages that BreadBrand sends to customers who have left their shopping carts. See a screenshot below.
3. Whitelist your emails from the spam box
Email filters have never been as sophisticated as they are today. If your email ends up in the spam box, your reason for sending the email will be destroyed in the first place. Many email providers, including Google, have increased their anti-spam protection by using AI to keep spam at bay.
In fact, Google has added it Tensorflow in your spam filter in 2019 so that Google can personalize spam protection for each Gmail user. Email marketers needed to become more aware of email best practices this year to avoid emails ending up in spam.
This is done through, among other things Whitelist your emails. To do this, ask your customers to open the automated email they receive immediately after subscribing to receive the Lead magnet They have sent and are adding you. Or, while you are sending them a "welcome email," ask them to add your email address to their address books. Doing so will ensure that subsequent emails from this address will get into your inbox and never into the spam folder.
Ironically, this is very easy to do from the screenshot below. Unfortunately, most marketers don't.
Another way to do this is to avoid using words that make email look like spam. If your email includes words like "rich," "offer," "price," "buy," "order," and more. Many inboxes have been programmed to recognize such words and automatically profile the emails as spam.
4. Using Predictive Email Marketing
With more AI-based applications using email marketers this year, they've been able to write emails and subject lines with higher conversion. This was made possible this year through the use of Predictive Marketing.
Email and subject line copying can now be controlled by AI and machine learning, so better emails are created with greater accuracy and in half the time. This means email marketers can work a lot smarter to increase conversions and decrease the number of people who unsubscribe.
While 2020 didn't look as rosy as you imagined, especially with the pandemic that hit us, great strides have been made in email marketing. So many companies have already recovered and the market is booming.
Adopting the advice already given above could make a major change when it comes to increasing your reach, creating high-quality emails guaranteed to convert, and drastically reducing the number of people who unsubscribe .
Now that more people are checking their email, this is the best time to invest more time and energy in email marketing.
Do you have any observations that you would like to share with us? Feel free to leave a comment.