SOCIAL MEDIA MARKETING
Article | October 23, 2021
How has email marketing been evolving and changing audiences’ perspectives in 2022? What exactly does the audience require from email? How will email marketing become one of the most demanding and indispensable medium of marketing in 2022?
Let's understand why and where the prominent marketers and renowned digital marketing specialists pay attention to strategizing their email marketing tactics.
The epidemic has changed the way of marketing and the approach of marketers. Different practices help businesses grow according to their purposes, but email marketing is one of the most beneficial, result-driven, time and money-saving methods.
Email marketing is a medium for promoting your business through emails. AHubspot report states that approximately 78% of companies have experienced increased email engagement over the last year.
Here are some must-try tricks that can make your email marketing more effective and high-performing.
Keep Your Audience on Priority
Whether it is email marketing or other marketing approaches, you should always keep your audience on priority. Keeping your audience on preference means doing everything which allows your audience to buy your services or products. Let’s understand how.
You must research your target audience and find out precisely what they are looking for? Their demographics, purchasing behavior analysis, etc.
Resolve their issues as soon as possible.
Make robust connections by providing faster services and maintaining communication.
Avoid unnecessary steps such as harsh language, late replies, making purchasing methods difficult, excessive follow-up, etc.
Create Persuasive and Engaging Opening Paragraph
Every marketer is well aware of the importance of email opening lines. It is the most significant step to approaching your audience via emails.
Avoid approaching your target audience with very generic lines such as good morning, hi, hello, etc. These are ubiquitous lines that audiences ignore. Instead, you need to enhance their curiosity with the most convincing subject line. It should motivate them to know more about your products or services.
It also depends on what kind of emails you create, such as promotional emails, announcement emails, newsletters, re-engagement emails, fundraising emails, etc. Effective emails not only contain information but also provide clarity, conciseness through their content.
Follow these tips to create a productive opening paragraph.
Don’t use jargon in it. Jargon unnecessarily creates confusion and irritates readers. Consequently, readers avoid emails and want to get rid of them. Therefore, while creating a subject line or paragraph, try to avoid using jargon. Instead, use plain and straight forward language to make it easier for the reader to read it. E.g., Usage of FYI and ASAP must be avoided.
The readers have no time to read a lengthy paragraph filled with plenty of information. So it would be best to create a short and concise paragraph that doesn't take too much time of the reader, as Birch box did in its promotional email. The organization sent a follow-up email using the 'forgotten' discount code in its subject line.
You can make your subject headline more effective by mentioning the offer’s deadline or the discounts you offer in your email. In addition, it will insist them to know more about your products or services.
Stuffing email with fancy and complex words confuses and restricts readers from taking action, hence using catchy and crystal-clear language.
Grammatical mistakes in emails decrease the quality of the content and affect your credibility. Therefore, you must proofread your content thoroughly to avoid punctuation, grammatical, informational errors, such as comma, syntax, sentence arrangement, tenses, etc.
You can give a touch of offers, curiosity, urgency, relevancy, stories, etc., to your email. It enhances readers’ engagement.
Many brands make false promises to woo the customers, and later they are unable to fulfill them. Hence, marketers should avoid making false promises to the customers.
Wok to Walk - An Effective Approach with Engaging Subject Line
One of the famous Chinese food chains is known for its meal-in-a-box approach. The brand approached its target audience by sending a newsletter with a clear subject line that invited recipients to make inquiries and order a meal. Consequently, this email generated an open rate of 18.1%.
In their following approach, they targeted the segmented email subscribers who didn’t open the mail. The brand approached them with the same newsletter but with a different subject line making it easier to call even if they didn’t open the email.
Additionally, the second email received an optimistic response with a growth of 7.7%
A Feel of Personalization
"Personalization is not a trend. It is a marketing Tsunami."
Avi Dan, CEO of Avidan Strategies, LLC
A Personalized approach is always efficacious to enhance your email marketing, audiences’ engagements, making them feel special, sharing valuable information, or attracting them.
To win at personalization, you should use location and time, segment your emails, use your audiences’ name, suggest relevant products, distinctively provide offers or discounts, etc.
Cutting-edge technologies play a crucial role in performing email marketing in a better way. It makes email marketing strategies more influential and time-saving. Eminent marketers adopt various technologies such as accelerated mobile pages, artificial intelligence, augmented reality, etc.
Always research the trending technologies that can help in making your email marketing approach easier and result-driven.
Competitive analysis is the method of analyzing your competitors’ approach towards audiences such as content strategy, campaigns, product strategy, sales strategy, technological approach, promotional strategy, etc.
SWOT (strengths, weaknesses, opportunities, and threats) analysis can be a fruitful medium to scale your business.
Most of the emails are viewed on mobile. Therefore, it is essential to create responsive designs to avoid customers' disappointment. Design a good email template that will last for a while and is mobile responsive.
Videos Email Marketing
Videos are highly advantageous in grabbing the attention of the audience and making solid connections with them. Marketers believe that sending video in emails persuade your audience to open the mail. In addition, it boosts marketing conversions.
It increases clicks, revenue and cuts the cost of your campaign. You can experience positive ROI in your email marketing strategy by adding some informative or entertaining approach with a creative mindset, creating short videos, giving a touch of visual effects, utilizing influencers, implementing an SEO strategy, etc.
Zumba Fitness –Minimalistic Approach with Maximum Results
Zumba fitness implemented their email marketing chain brilliantly by hosting an Instructor Convention and launching their Instructor Convention signup in an email containing a video of previous conventions. An invitation to a customer to a CTA (Call-to-action) boosted the click rate by 50%.
“Email has an ability many channels don’t: creating valuable, personal touches—at scale.”
Email marketing is more potent in driving positive ROI, boosting brand credibility and recognition, creating compelling campaigns, improving sales, generating traffic to sites, accumulating feedback and surveys, etc.
Above mentioned practices can help you scale your business in every aspect and expand your horizon of email marketing strategy.
Frequently Asked Questions
What is email marketing?
Email marketing is the medium of promoting your business by sharing relevant, convincing, and quality emails with your target audience. Marketers consider it one of the best mediums to drive positive ROI.
How to create compelling headings for email?
You can make your headings compelling by avoiding jargon, following relevancy, keeping it short, catchy, and crystal clear.
Which is the most helpful software to enhance email marketing?
Various software can help enhance your email marketing approach, such as Email Octopus, Convert Kit, MailerLite, ActiveCampaign, Benchmark, etc. These all are highly advantageous in making your email marketing more significant.
Article | October 23, 2021
Artificial intelligence (AI) is currently one of the fastest evolving technologies in the world. In 2016, the AI market was valued at $4.06 billion. By 2025, this sector will have a market capitalization value of $164.41 billion, signaling a 55.6% rise in compound annual growth rates. Today AI is everywhere you turn. You will find it in the auto, healthcare, finance, manufacturing, education, legal, retail, and marketing industries. The technology now runs self-driving vehicles, crucial medical equipment, and various programs and platforms online. Businesses such as Facebook, Amazon, Apple, Google, Microsoft, and IBM are heavily invested in AI development. These platforms are also continuously making this technology more accessible to users. You can, for instance, access Google’s AI via its RankBrain search engine algorithm. This AI interprets search queries to provide Google’s users with the most relevant results.
MARKET DEVELOPMENT FUNDS Like3:14 pm
Article | October 23, 2021
The coronavirus pandemic has impacted brands and businesses in ways that we’d never have expected, but with everyone forced to adapt, it has left business owners with no choice but to rationalise and re-think their budgets.
Whether they’ve had to cut down, or change their focus, almost all companies will have been affected by the current economic influence of the world we are finding ourselves living in.
And Amelia Neate, Senior Manager at midlands-based influencer marketing agency, Influencer Matchmaker, explains where brands should be focusing their budgets and finances, and the positive impact this will generate.
Economic influence in 2021
As we enter lockdown 3.0, brands and businesses will once again be forced to adapt to new government guidelines and change the ways in which they operate.
And this economic influence has encouraged brands to re-think their finances and how to better spend their budgets.
Although it has been a difficult time for many, the pandemic has enabled brands to think more cautiously, allowed them to stay relevant and has thrust them into a digital-first world, which is the only way to move forwards.
Throughout 2020, it was proved just how important social media and online influencers really are. When the rest of the world stood still, the digital world kept on moving, and more importantly, earning.
So, if nothing else came from last year, the rapid decline in traditional advertising and the focus on social media and all thing’s digital, is enough to see exactly how 2021 will go.
Measuring the impact
Set to become a $15 billion industry by 2022, the influencer marketing industry is showing no signs of slowing down.
And with 63% of marketers intending to increase their influencer marketing budget for 2021, this proves just how successful this means of marketing really is.
Although slightly tricky when it comes to measuring metrics upon face value, influencer marketing is incredibly successful and creates truly impactful results.
By working with an influencer marketing agency, brands are able to be paired with an influencer that best suits their product, service and goals.
Influencer marketing allows brands to present their product or service to a targeted audience and in a more direct manner, too.
Not only that, but the results of all campaigns and activities are easy to track and monitor through the use of social media analytics. This allows brands, agencies and influencers to document the number of swipe up links, purchases made, views, likes, shares and other forms of impressions and engagement.
ROI (Return on Investment)
Influencers can generate impressive ROI (return on investment) for brands, whatever it is they may be trying to achieve. From increasing brand awareness and generating sales, to growing social media followings and reach, social media influencers are fully equipped to do just that.
And with industry expertise, experience and insight, an agency is likely to have access to the all-important data you need to ensure you are paired with the perfect influencer and receive the desired results.
Many business owners aren’t entirely sure where they should be spending their budgets, or even how to rationalise them, and by working with an agency, they will receive expert advice on where to spend their money to ensure effective results.
Although brands should specify what they would like to focus on in terms of ROI, when working with an influencer, brands will naturally benefit from a variety of other aspects, too – making it more cost effective than traditional advertising methods.
Customer retention and loyalty are huge benefits of working with an influencer. When done effectively, marketing campaigns can make consumers brand loyal, putting brands in great stead against competitors.
For example, many consumers are loyal to Hello Fresh. And whilst they effectively do the same, or similar job to that of a supermarket, it is their marketing efforts that put them one step ahead. By providing their customers with recipe cards, precise ingredients which limit food waste, and information on cost-per-person per meal, this is much more appealing and suits the needs of many.
And with that being said, many consumers are now striving towards living a more sustainable lifestyle. So, when presented with opportunities to limit waste, in any capacity, this will usually be taken without much further thought – which is why brands such as Hello Fresh have done so well.
Similarly, sustainability is another factor that has contributed to the decline in print advertising and the rise in digital consumption, as consumers are now able to receive the same information online without any damaging effects to the environment.
Now, more than ever before, brands and businesses are making a more conscious effort to spend their money wisely. And understandably, want to use the most cost-effective methods available to them.
2020 proved the worth of social media influencers and just how beneficial they can be for brands.
And with traditional advertising methods becoming more and more outdated, it has also become apparent that they are often more costly, too.
Although there isn’t a one-size-fits-all answer to the cost of influencer marketing, it does prove to be extremely cost effective, with research showing that businesses make an estimated 600% return for every £1 spent on influencer marketing.
The art of storytelling and human-to-human interaction
With influencer marketing, it is much more than simply selling a product. Influencers have spent years building trust and creating a tribe with the community that follows them.
Social media influencers are a new branch of storytellers, implementing an element of human-to-human interaction, as opposed to human-to-brand.
Matt Hayes, Managing Director of midlands-based brand agency Champions (UK) plc, is a firm believer in building brand love and brand trust and explains that emotion should be at the heart of every campaign.
He said, “We’re living in an era that is centred around emotion and building connections, and that shouldn’t be any different when it comes to creating a campaign.
When buying into a product or service, consumers simply look for a connection and a sense of relatability. And by utilising the power of emotion, brands will achieve trust and form that all-important bond.
Without that, brands are nothing more than a commodity, competing on price alone. And influencer marketing holds the power to unlock all of this, and more.”
With social media usage on the rise and with research showing that approximately 82% of users have increased their social media consumption since the beginning of the pandemic, this shows no signs of slowing down just yet.
And with brands seeking to find new ways to become digital-first, many are finding it hard to stay relevant and keep up.
If you’re looking to rationalise your budget and remain at the forefront of consumer’s minds, then influencer marketing could be for you.
Article | October 23, 2021
Many people use digital marketing and social media marketing interchangeably. They believe that engaging in different social media platforms is digital marketing, but this is just a part of it. Digital marketing is an umbrella term that encompasses all types of marketing activities that a brand performs digitally, both online and offline, to promote their services or products. Social media marketing, on the other hand, is one of the channels of digital media marketing. It involves marketing on social media platforms such as Facebook, Instagram, Twitter, etc.