How to Update Your Email Marketing Strategy in 2023
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The first email was sent 57 years ago, and here we are trying to reinvent it, looking for new and innovative ways of using it. Email marketing is an incredibly versatile and powerful form of marketing that has been used for many years now, and yet it doesn’t seem to stop impressing the business world with its efficiency.
That’s why it is so important to have a solid email marketing strategy.
What is Email Marketing?
Email marketing is one of the most important and effective marketing channels available today. It’s used as an advertising agent for promoting products, discounts, and services, and as a way to build customer loyalty.
Why Is Email Marketing So Important?
- For every $1 you spend on email marketing, you can expect an average return of $42 .
- 81% of SMBs still rely on email as their primary customer acquisition channel, and 80% for retention.
- 90% of content marketers say email engagement is the top metric they track to measure content performance.
- 87% of B2B marketers say email is one of their top free organic distribution channels.
This type of marketing is key to gathering new leads , improving the chances of customer retention, building brand awareness and loyalty, engaging and informing customers, and most importantly, keeping your business constantly on their minds.
So it’s incredibly cost-efficient, effective, persuasive, and generates higher conversion rates… No wonder so many companies love email marketing.
Email Marketing Strategies to Keep an Eye on in 2023
Here are four vital emerging trends to implement in your email marketing strategy:
Accessibility
Accessibility
Accessibility has been playing an increasingly big role in the digital world for a few years now, and it will only keep growing. The reason is simple: the more accessible your emails are, the more people you can reach. Moreover, it can increase your engagement rate, separate you from the competition, and help you better represent your audience.
Some examples of how to implement accessibility in your email marketing campaign include:
Responsive reading experience from all devices
Simple and crisp design, with a focus on readability
Implementing the Dark Mode option
Including alt text on images
2. Personalisation
Personalising an email means taking advantage of the data and information you have from each customer. Data as simple as their first name or the last item they bought can make all the difference when it comes to designing your email campaign.
Generic emails are not enough anymore; in order to decrease bounce rates and have a higher conversion rate, customers crave a much more tailor-made experience. This trend will most likely continue to grow, and the more personalised your email campaigns are, the better your chances to generate a strong engagement. By following the best practices, you should keep your email subjects & content in such a way that holds your subscriber’s attention. Also, remember not to keep misleading content or subject in the email; otherwise, it can lead your emails going to the spam folder if your subscribers or email contacts mark your ID as spam.
Here are some tips to enhance your personalisation:
Microsegmenting your customers (age, gender, location, habits, profession, likes and dislikes, etc.)
Using their browsing data on your website to build super-personalised emails about cart recovery or to cross-sell products
Email automation like welcome emails, reminders, events, sales, etc.
Remembering important dates. Birthday emails or celebrating anniversaries can make the customer feel important and noticed, which ultimately generates customer loyalty.
3. Updating Privacy Policies
Privacy
Customers are each day more concerned and aware of their privacy online and what they share with companies. That is why it’s your business’s responsibility to make sure they know and agree about what kind of information and data they are sharing, and how your organisation is utilising it.
The best way to get your customers to trust you is to have honest and open communication with them. Be clear about what you’re collecting and why, and of course give them the choice of agreeing to share or not. Moreover, make sure to let your readers know you comply with GDPR (General Data Protection Regulation) and PCI DSS (Payment Card Industry and Data Security Standard) rules and regulations.
4. the rise of interactivity
As technology advances, the expectations for a more engaging customer experience rise. Interactivity then presents itself as the greatest weapon to marketers and businesses for captivating their audience and growing engagement rates.
Interactive emails contain functionalities and elements that motivate readers to engage with the content, like clicking, tapping, swiping, typing, etc.
Some examples of how to bring interactivity to your email marketing campaigns are:
Adding Gifs and videos - videos added to your email can increase click rates by 300 percent
Including a shopping cart option to allow users to complete a purchase from their email
Running quizzes, polls and surveys
Adding sounds or music
Implementing imagery effects
Another interesting and innovative way to make your emails interactive is to embed a flipbook. Flipbooks offer you the possibility to use multiple features like the ones above, and much more.
You can use it to make, for example:
Flipbooks also have a powerful data insights feature, which allows you to collect and measure valuable statistics about the viewers and how they interact with your content.
User statistics
Final Thoughts
A marketer’s job in the digital era is to try to keep up with the latest trends and technology, and keep their audience engaged and loyal.
With the pandemic, email marketing campaigns grew exponentially; in fact, 49.1% of senders say they have emailed their customers more frequently than before.
With all these email blasts, it’s key to stand out from the competition, and we guarantee that this guide will help you build an effective email marketing strategy in 2023.
