How To Make Your Email Marketing Campaigns Stand Out In 2018
Email marketing continues to top the lead-generating strategies list. It’s increasingly being used to:
• Engage visitors to your website who require a longer sales cycle
• Reengage past customers
• Continually deepen your relationships with your subscribers while learning more about them so that you can best serve them
There are more ways to automate, rev up your email marketing efforts and extract value from the data from each campaign you send than ever before. At Thrive, we've been watching email marketing evolve over the years while helping clients use it effectively, and we're pretty excited about where it's headed.
Here are some 2018 email marketing trends that companies and brands are using to stand out among the many emails in their customers’ and target customers’ inboxes.
Personalization And Deeper Segmentation
Personalization matters and we’re not just talking about adding the "first name" field to the email. Beyond addressing your subscribers on a first name basis, email marketing can take personalization and segmentation to a level that makes it not only easier to A/B test but also much easier to extract meaningful data. Today’s email marketing experts are catering to individual preferences by taking demographics, interests and other information into account.
You can also do deeper segmenting as time goes on based on subscriber reactions. Delving into analytics can make this easier and help you boost conversion rates substantially. For example, how a person reacts to an email can drive future marketing campaigns to them specifically. If they click image A, this is a trigger that will ensure they get a specific type of follow-up email. If they click image B instead, they’ll get a different follow-up email. If they’ve had three emails in a row that they haven’t read, it could trigger a different response altogether, such as using a different approach to reengage them.
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