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.
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.