Posted by It is an undeniable fact that a lot about the business world has changed in recent years. In fact, what we see today is a revamped corporate regime with new ways of doing things. If we talk about marketing, businesses are now working on unique tactics to amplify brand awareness. This explains why businesses are happy to allocate large budgets to digital marketing in this digital era.
However, digital marketing in itself is quite an enormous nexus of multifarious strategies and approaches. Among these approaches, email marketing has earned a distinguished place for itself. In fact, from small businesses to leading global enterprises, most companies indulge in proactive email marketing. HubSpot reveals that the ROI of email marketing is a whopping 4200 percent. This explains why email marketing is a priority for most businesses.
However, generating such a staggering ROI may seem easier said than done. For that, you need effective planning and execution to enhance your email marketing in an incessant manner. This is where following the concurrent trends is salient. Digital marketing is a dynamic field and trends evolve at a rampant pace. Strategies that offered a high ROI six months ago may have become obsolete by now. Having said that, your email marketing success largely depends on how exceptionally you embrace the latest trends.
What are these trends and strategies we are laying emphasis on in a repetitive manner? Let us find out in this blog. This blog highlights the key email marketing strategies for ample success in 2022 and beyond.
- Running giveaway campaigns
Who on this planet does not like the idea of freebies? All of us love special discounts and giveaway campaigns run by our favorite brands. Not to forget, these giveaway campaigns do succeed in winning our hearts. You should exploit the same trend and attract your target audience with irresistible offers and giveaways.
Having said that, you should run frequent giveaway campaigns through email marketing. Promotional offers with engaging content can do wonders to get your recipients interested in your brand. Besides, this is where you also have an opportunity to ask your target audience to subscribe to your newsletter to avail exclusive offers and giveaway campaigns.
For instance, this is a strategy that H&M uses quite brilliantly. To elucidate, H&M offers a 25 percent discount exclusively to subscribers of its newsletters. Especially if you are a merchandising brand, you can run active giveaway campaigns during off-season sales.
The bottom line is that giveaway campaigns can work exceptionally well to acquire new customers as well as encourage greater loyalty among your existing customers. A perfect blend of promotional offers and aggressive email marketing will surely lead your brand to places.
- Enhance the personalization quotient
Personalization is one of the most thriving digital marketing trends in contemporary times. In fact, no digital marketing campaign today can claim the desired success unless there is enhanced personalization. Your target audience wants personalized recommendations and experience to keep the relationship with your brand flourishing.
To elucidate, as per LinkedIn, more than 50 percent of companies have engaged their audiences in a more worthwhile way with email personalization. Moreover, with subject lines mentioning recipients’ names, email opening rates can be enhanced by 26 percent. Clearly, personalization is a trend that is here to stay and get bigger with time.
In fact, for any marketer, the ROI of marketing campaigns is a key concern. With personalization, marketers have actually been able to generate great returns on their email campaigns. In accordance with Experian, marketers can increase transaction rates by six times with personalization. Moreover, as per Campaign Monitor, segmented and personalized emails generate around 60 percent of the overall revenue.
All in all, everyone loves personalized experiences, isn’t it? When you get a personalized birthday wish from your favorite brand, it does bring a big smile to your face. In the contemporary business world, personalization is at the heart of marketing. The more you embrace the trend of personalization the greater will be the success of email marketing campaigns.
- Complement your emails with stellar visuals
Did you know that around 70 percent of email recipients prefer to email messages with enticing graphics and visuals? This insight from HubSpot explains the value of visuals in your marketing emails. It is essential you realize that marketing emails with images and graphics have a higher CTR. To validate, as per Vero marketing emails with images have a 42 percent higher click-through rate.
Having said that, your graphic designers also need to come into play to make your email marketing more effective. In fact, you may need some new designers on board to give a completely new outlook to your email campaigns. As a leader, you need to inspire continuous self-improvement in your graphic design team to stay upbeat and creative.
- Amplify mobile-friendliness of emails
Interestingly, more than 80 percent of people access their emails through smartphones. If we talk about millennials and Gen Z, they are literally glued to their smartphones most of the time. Having said that, it is indispensable that you make your marketing emails to be mobile-friendly.
In this digital age, mobile-friendliness has become an essential component of user experience. If they cannot access an email smoothly on their smartphone, it will certainly hurt your brand’s perception. TrueList reveals that mobile-friendly emails have a 65 percent higher chance of directing recipients to the company website. To add, more than 50 percent of email campaigns are opened by users on their phones.
Therefore, there is every reason for you to continuously enhance the mobile-friendliness of your marketing emails. By doing so, you can offer great experiences to your audience and establish great brand authority. In the marketing context, mobile-friendliness is imperative for brand reputation management.
- Keep the subject lines appealing enough
Your email marketing success directly depends on whether your recipients are opening your emails or not. This is where the subject lines of your marketing emails come into the picture. The rule is quite simple, your subject lines should draw the attention of your audience and hook them effectively. Otherwise, your marketing emails will simply land in the spam section. To substantiate, Invesp concludes that 70 percent of recipients report emails as spam purely based on the email’s subject line.
Having said that, it is essential that you work on making your subject lines attractive enough. The foremost thing you need to take care of is to keep the email subject lines concise. Furthermore, they should be able to incite immediate excitement among your audience. Your creative heads need to be at their best when it comes to subject lines. Once you get your subject lines right, you will surely see greater success in your email marketing campaigns.
- Optimize your CTA
Marketing and call to action go hand in hand. In fact, the objective of every marketing campaign is to trigger purchase decisions. Having said that, it makes complete sense that you optimize your email marketing campaigns with the call to action features. Mailmunch concludes that emails with CTA buttons have a 28 percent higher CTR.
So, for greater success in email marketing, you need to make your emails more interactive with CTA buttons. This is where the emerging AMP email (Accelerated Mobile Pages) technology can prove to be a game-changer for your brand. To explain, not only can AMP help offer a greater scope of personalization but also make emails more interactive. With AMP, you can integrate features like carousels, purchase buttons, and accordions to your email messages. Needless to say, the engagement is bound to be much higher in interactive emails.
To continue, AMP email technologies also offer great scope for enhanced automation of email content. Besides, AMP also enables SEO benefits and optimized security of user data. In fact, as per Dyspatch, AMP emails can increase email engagement by 500 percent. Isn’t that something surreal? Moreover, AMP emails can increase the open rate by 128 percent.
So, if you are not switching to AMP emails yet, you are certainly missing out on a massive trend. AMP emails can offer you unthinkable opportunities to achieve greater email marketing success. The sooner you start reaping the benefits of it the better it is for your digital marketing objectives.
- Track with KPIs
Tracking the success of your email campaigns and tactics is as vital as framing unique strategies. When you gauge the success of your campaigns in a consistent way, you can identify the gaps and make the necessary refinements in time. Further, tracking with analytics gives you a clear idea of the campaigns you should discontinue and the campaigns you should further optimize.
This is where key performance indicators come into the picture. For measuring the success of email marketing campaigns in a quantitative manner, you need the right metrics. The right metrics will give a precise overview of how well your campaigns are performing. The question is, which key performance indicators are the most relevant to email marketing? A list of the key metrics for measuring email marketing success is included below.
- Bounce rate
- Email open rate
- Email signup
- Unsubscribe rate
- Rate of list growth
You need to create an effective system of analytics and accountability that regularly tracks the performance of email marketing campaigns. With metrics, you can visualize the progress of your email marketing techniques. Numbers do not lie and with KPIs, you can effectively gauge if your campaigns are on the right track.
To encapsulate, your email marketing success has a lot to do with how effectively you follow the latest trends. In contemporary marketing regimes, strategies need to have personalization at the epicenter. Moreover, it is imperative that your marketing emails are optimized for mobile-friendliness. Besides, it is equally important to track the performance of each campaign with key metrics.