Through the post-Covid era, it can be seen that the consumer trends and behaviors of customers have changed significantly. Most businesses ask a common question: Should we continue to implement a marketing strategy?
In the old direction or not? So to continue to drive sales and maintain business, the best option for every business is to rebuild your marketing strategy and apply it to practice in the most effective way in the present time.
So far, Email Marketing is considered to be one of the most trusted marketing channels, despite the turbulence in today’s economy. Out of all distribution channels, email delivers content that is most directly and easily accessible to your target audience.
Email Marketing years ago
In the past, to create the most relevant emails, marketers focused on setting up personalized emails. In fact, Instapage reports that personalized email marketing has the potential to drive an average ROI (rate of return on investment) of 122%.
The use of personalization tags and email list segmentation are among the tools used to personalize the email.
So what is email personalization? Personalization of email marketing is when marketers use subscriber data in customer lists to deliver personalized email content. The data that can be used for personalization includes email recipient’s name, company name, interests …
In 2019, artificial intelligence (AI) has made a remarkable mark and is expected to be applied more into marketing strategies in the coming years. Marketers have seen the great potential of AI as this technology can understand email users, so it’s only a matter of time before artificial intelligence is universally adopted in Email Marketing.
Email Marketing in recent years
When the Covid epidemic broke out, leading to an increase in the number of people working from home, Email Marketing proved its necessity and continued to hold a high rank compared to other advertising media. Therefore, the trend of using email in marketing strategies in 2022 is said to be going in a more positive direction than expected.
Here are four important factors when using Email Marketing tools in 2022:
Quality is more important than quantity
This seems quite unreasonable, especially at the moment when businesses are trying to boost sales to “compensate” for the revenue of the outbreak. But practically nothing beats a high-quality email. High-quality emails will attract and be difficult for users to ignore even if it is a random email. Reducing the frequency of emailing and focusing on quality will give your business a significant boost.
Many businesses and marketers think that email should be sent every day to be effective. However, according to research done by Hubspot, the email open rate tends to decrease when the number of sent out in a month is more than sixteen articles.
Instead of sending emails daily, businesses can spend time sifting through the best quality emails and sending them out after two to three days, a quality email needs to be ensured that its content delivers value to the recipient. .
Examples include sending emails related to customer experience using a business product or emails introducing special offers. This makes a big difference from just sending a series of daily newsletter emails that your followers can view on the business homepage.
This trick will help increase open rates when subscribers believe they always get value from every business email sent and they are created to meet their needs.
Email personalization and automation
Marketers increasingly understand the effectiveness of setting up an email, it is no longer as simple as making sure email reaches the correct subscriber’s inbox. The report showed that email personalization helped increase transaction rates six times higher. So, an important strategy to put into email marketing is personalization.
Until now, there are still many marketing businesses that have difficulty in applying this strategy, but the emergence of automation will make everything easier.
Automation allows marketers to leverage personalized touchpoints, as well as analyze when subscribers are more likely to check email. Furthermore, automation helps to extend the entire email sending process. From there, retailers are able to transmit valuable and timely information.
In 2018, Fresh Relevance reported a cart abandonment rate of 56.82%. By 2022, this problem is solved by marketers by sending automated emails to boost customer FOMO and encourage customers to make faster buying decisions. Below is an example of a personalized email sent automatically to a BreadBrand cart abandonment customer.
Set up a whitelist to “avoid” spam mailboxes
Email filters are becoming more and more complex, so a business email can easily go straight to spam mailbox at any time if not checked thoroughly, and sending emails out will not be effective. . Besides, many email providers, including Google, have used AI technology to enhance their anti-spam systems.
In fact, Google partnered with Tensorflow to roll out spam filters in 2019, allowing Google to personalize protection for each Gmail user. This year, Email marketers need to pay more attention to how to set up an email properly to avoid falling into the spam box.
One of the simplest ways is to make a whitelist. To attract more leads, have the user open an email automatically immediately after signing up, or when sending them a “welcome email”, asking the customer to add the email address of the business to the address book. their. This will ensure that further emails sent to (from that address) will go to the inbox without falling into the spam folder. This is a simple and effective trick that every business can apply, but not every marketer knows. Another way that businesses can avoid making their email look like spam is to avoid using phrases like “rich”, “bargain”, “prize”, “purchase”, “order”. … Many inboxes have been programmed to detect those terms and automatically move them to the spam mailbox.
Using Email Marketing Prediction
More and more marketers are using AI technology to apply their business strategy, they have the ability to write email headlines and content with higher conversion rates through the use of Predictive Marketing.
So what is Predictive Marketing? Predictive marketing uses customer data (e.g. web browsing, email campaign analytics, and buying behavior) to help retailers better understand customer preferences and needs, and their responsiveness to marketing content and messages. Today, Email headers can be edited using AI technology and Machine Learning. This produces quality emails with high accuracy, and also only takes half the time compared to normal. So email marketers can work a more effective way to focus on increasing conversion rates and reducing the number of unsubscribes.
Although 2022 is a year that makes the world economy difficult, especially when a pandemic hits, Email Marketing has achieved a very progressive result. So to continue operating, businesses have to tighten their rope and get ready to fight in the coming period.
The above suggestions on Email Marketing building strategies that MarketingAI offers to help businesses increase the reach of customers. Applying the above 4 factors will help businesses create a high-quality email, ensure the conversion rate, and significantly reduce the number of unsubscribes, start investing more time and brain in Email. Marketing. Good luck!