Imagine that it’s 2023. Your email subscribers are converting. Your bounce rate is decreasing. And the revenue from your email campaigns has reached new heights.
Doesn’t that sound great? These results are only possible if you have a marketing strategy ready for the future.
Global email marketing is expected to reach $27.9 billion in 2027. To get a piece of this pie, you must realign your email strategy to stay relevant to the ever-changing digital landscape.
Customer behavior is changing. Your leads are more savvy and deliberate about the content they consume and how. Therefore, personalization and data-backed insight are more important than ever to making meaningful connections with your audience.
Sending tailored messages to potential customers is one of the best ways for businesses to market their products. This will result in a higher clickthrough and open rate, increased engagement, and more revenue.
Many brands are now aware of the importance of personalization in email marketing. However, they still do not use this tool to its fullest potential.
Data-driven insights should be used to create a personalized experience for every subscriber.
The following are some personalization strategies:
Using Segmentation: Segmenting an email list involves grouping recipients according to demographics, location, and purchasing behavior.
Consider browsing history: You can personalize emails and send offers tailored to the user’s preferences by analyzing their browsing history.
Take advantage of essential dates. You may use crucial dates, such as birthdays, to send personalized greetings and discounts for products your target leads will be interested in.
Using trigger emails: Trigger emails are messages you send recipients when they act on your site, such as purchasing a product, downloading a trial version, or subscribing to a newsletter.
Sending an email from a specific individual: You can send emails using a particular person’s name instead of your business name. This will help you to create a personal connection.
Personalization of emails is all about making your subscribers feel more than just a number.
A campaign run by The Expert Institute, a legal services platform, sent customized emails to its vice president, George Cuchural.
Each email includes the recipient’s name and tells the reader George is the primary business contact. The email is written in a friendly, warm tone that lets the reader understand that George will be available to answer any questions.
More value
When you realign your email marketing to improve performance, create value for your clients by creating relevant and valuable content.
Emails need to be a mix of information, insight, and promotion. Instead of a constant stream of sales pitches, you can share helpful content with your audience, like guides and how-tos. If you promote your business too much, people will unsubscribe. But if you do not sell enough, you will lose customers, and they will forget your company’s purpose. Finding a balance between these elements is essential to create a formula for success.
Obviouslee’s eye-catching email to B2B clients offers free PR services for small businesses. It playfully does this by parodying the Fresh Prince of Bel-Air theme song.
Integrate user-generated content
Your leads will be more inclined to buy a product or a service that other people have recommended. This can be done via online reviews, recommendations, and user-generated content.
UGC can be a powerful tool to build trust with your prospects and increase conversions. This is because it combines authenticity and transparency – critical elements of any successful brand’s identity and culture.
According to Nielsen’s Consumer Trust Index, 92% of consumers believe that user-generated content has a higher level of trust than traditional advertising. UGC is trusted because it’s created by people they know and trust. Your audience will be more inclined to trust the content because it is organic and comes directly from your customers.
Testimonials from customers can be used to integrate UGC into email marketing. This not only lets prospects know that other people are satisfied with your product but also allows you to communicate your brand values.
EmailOctopus, as shown in the image below, sent an email to its users with examples of signup form designs that users created using its email marketing software. So, potential leads can see the features and options that EmailOctopus offers and maybe be inspired to use them themselves.
Test A/B
You are guessing if you don’t test. Many companies do not try enough.
You can use A/B tests to determine which methods work best for your subscribers. More importantly, you can test new ways of growing your email list.
Test content, layouts, CTAs, and subject lines to increase engagement and sales. This is one of the most effective ways to improve email marketing.
Automate your processes to achieve better results
Automation is a hot trend in digital advertising. Automating workflows can increase productivity and streamline repetitive tasks in your business.
You can, for example, create a nurturing email campaign that targets people who abandon their checkout process and continue to build a relationship until they complete a purchase. You can set up drip campaigns to nurture leads with emails until they’re ready to buy a product. Automation is endless.
It is essential to strike a balance between personalization and automation. Automate according to user behavior and customer lifecycle phases and align personalized messages for the customer.
Unbounce uses automation very well. The company sends an email thanking users for downloading its content. To maintain its reputation as an excellent resource, the company uses this opportunity to direct readers to additional content on its Resources page.