Many people think that email marketing is no longer relevant in 2022. Despite this, it remains an effective tool for communicating with customers. The popularity of online business is growing. The number of emails continues to increase from year to year.
Approximately 60% of consumers make online purchases thanks to emails. The main thing is to know and correctly use the potential of this promotion method. You need to be aware of the latest trends and email marketing technologies and quickly implement them in your work.
By following the trends below, you can make your campaigns more successful.
Personalization in email marketing is the formation of letters. It takes into account the personal preferences of the addressees, their problems, and interests.
Companies make a commercial offer considering the information received and subscribers’ feedback. Email marketing uses the following personalization techniques:
■ By the name. The address of the client should be by name. Even this simple method works when combined with an attractive offer.
■ By interest. The primary type of personalization. The composition of the content and advantageous offer are compiled depending on the personal user’s preferences and needs.
■ By gender. It’s much more efficient to create an email with different dynamic content for men and women for the convenience of subscribers.
■ By location. Geolocation will help sort audiences and make relevant mailings.
2. Interactive blocks
You can use interactive content to increase the open rates of emails, click-through rates, and user engagement. This concept includes everything that pushes the client to some action with the email elements.
Examples of interactive tools that are successfully used in the mailing list:
■ animated buttons and gifs;
■ rating of services;
■ gamification elements;
■ built-in surveys and videos;
■ other dynamic motion-design effects.
Gamification makes it possible to revive the email and get away from the usual approach in marketing through entertaining content: tests, quizzes, puzzles, and quests.
The introduction of gaming technologies when working with a client increases immersion in the product retains attention and develops loyalty. This is an effective strategy because the imitation of the game gives the consumer vivid emotions, a sense of excitement, and satisfaction, which contributes to the formation of attachment to the brand on a psychological level.
Email marketing in recent years has significantly increased the intensity of two-way communication with the user. It allows you to get additional information and subscribers’ feedback and to collaborate productively.
You need to attract potential customers from social networks to expand the user base.
What will help:
■ Development of a system of bonuses and discounts in exchange for a subscription (issuance of promotional codes, free helpful materials).
■ Exclusivity of the proposed content in emails – information received by mail should not be a copy of posts on social networks.
■ Collaborations with people whose activities and experience will interest subscribers, with brands and business partners who will update and draw more attention to familiar information.
Many marketers successfully use various collaborations in their activities. Joint advertising campaigns and promotions with other businesses and public figures play an important role in modern marketing.
4. Artificial intelligence and chatbots
Automation helps to set up a mailing mechanism and conduct more accurate analytics and database segmentation. The more precisely the indicators and selection criteria are determined, the more effective the mailing is.
A live mailing manager can’t study the behavior of all database members and adjust the email strategy. But artificial intelligence will do it efficiently and quickly.
■ Collection and subscription of a loyal audience;
■ Processing of incoming requests and generation of responses;
■ Analysis of site users’ behavior and distribution of lucrative selections to form a willingness to buy.
5. Adaptation of emails for mobile devices
Advanced marketers always make sure that their content fits well in all formats. And ignoring the features of mobile devices in modern conditions is another reason for failed mailings.
■ Owners of mobile devices make up 95% of the total population;
■ More than 55% of Internet traffic comes from smartphones;
■ Nearly 70% of people use mobile devices to explore products.
People who are used to mobile-friendly designs will no longer read unoptimized emails. In addition, it is also worth considering that the possibility of choosing a theme in many applications has appeared. 82% of users prefer to enable dark mode on their phones. Therefore, letters should be equally well read when superimposed on a white and black background. Use high-contrast text and visual effects for this.
This year, the effectiveness and popularity of emails are rapidly growing. According to statistics, over 60% of purchases are made by customers who interacted with the company’s mailing lists. This type of marketing is especially effective for repeat sales and increasing customer loyalty. It’s flexible and highly personalized, with a great degree of engagement.
Use the latest customer email trends and increase your business revenue!