Email marketing has become one of the mainstays of digital marketing, but that has also meant that there is increased competition for coveted inbox space. Brands across different industries and segments are all struggling with how to create effective and compelling email marketing campaigns that get them the result they want.
The truth is, email marketing has far more depth than many expect, and it can sometimes take a great deal of strategy and tweaking to arrive at something that works perfectly for your brand. While there is no one-size-fits-all solution, here are some tips to make your email marketing effective in 2018:
In a competitive landscape, how do you stand out? You could send out generic email promotions every few days, but that will not accomplish much. Sending out generic emails might be a time-saver, but it might also be hindering your email marketing growth.
Instead of relying on bulk sends, think of ways to personalise and tailor your emails to customer segments. More and more marketers are saying that email personalisation is their big focus for 2018 - so it is better not to fall behind on that trend. Whether it is recommendations or tailored content, try to make your email marketing seems more like your brand is doing a check-in with a friend, rather than a constant advertisement.
Email is largely accessed by smartphones over desktops - so how do your emails stack up when opened on a mobile device? If you do not know how to answer that, it might be time to revisit your email marketing strategy and ensure the mobile experience is just as great.
Think of email marketing as a hybrid mix, rather than a medium only designed for desktops. The devices by which people access their emails are constantly changing, and if they are not getting the right experience across all their devices, they will likely unsubscribe. Creating emails that have a responsive design and render well on a mobile is absolutely essential for email marketing in 2018.
Artificial intelligence, machine learning, and analytics are just some tools that should be front and centre of your email marketing strategy. Using these tools, you can construct a holistic picture of what is working, and what needs to be scrapped.
For example, predictive analytics can help you understand what consumers want to see more of in the future and tailor your content accordingly. Similarly, using data analytics as a core part of your overall strategy will help you focus your content, and help you understand what users are interested in and what makes them open your email when it lands in their inbox.
Email marketing has the potential to be one of the strongest tools in your marketing arsenal, but it must be used correctly and consistently in order to see real results. With some patience and creativity, you can expect to see a great return on investment when using email marketing.