Email Marketing: What’s Working Right Now?

Written by | Email Marketing, Other

If your in-box is stuffed full of emails, welcome to the club.

According to Litmus’ State of Email report, 2017 saw businesses and consumers send and receive an average of 225 billion emails per day.  No, that’s not a typo. That’s billion with a “B.”

This presents integrated marketers with the proverbial double-edged sword. On the one hand, consumers say email is their preferred form of communication from brands. On the other hand, when you’re competing with billions and billions of emails, how do you make sure your marketing emails don’t get lost in a cyber-sea of messages?

Here is Marketingland’s take on standing out and succeeding in this tried, true and changing marketing medium.

Make yourself useful

Sorry, customers aren’t clamoring for emails boasting about a limited-time offer or product features. But they will stick around when you show them something they care about. Marketingland suggests that gift guides, recipes, how-tos, tips and tricks and other types of sticky content can help you avoid the dreaded opt-out. Kyle Hendricks writes, “Subscribers will stay engaged with your brand if you make the effort to educate, entertain or find a unique way to incorporate lifestyle trends into your messaging.”

Launch a charm offensive

It shouldn’t be surprising that consumers gravitate toward brands that create a personable and likable presence. Personalized content is increasingly  used to forge individualized customer relationships. This can be as easy as personalizing your subscription box, or as ambitious as enabling customers to have their names printed on your products.

Create some kinetic energy

Among the more notable email innovations is the website-inspired look of kinetic email. According to Marketingland, this includes “hover buttons, hotspots, add to order carts, image carousels and other features.” Kinetic emails look better and are more engaging than traditional email.  Watch this trend become increasingly popular as ISPs such as Gmail add more kinetic email features.

To reduce opt-outs, go all in

Keeping subscribers on board is a never-ending challenge. To keep opt-outs to a minimum, maximize attention as quickly as possible. Craft offers and content that match each subscriber’s path of opting in.

Engagement techniques that encourage subscribers to stick around include welcome touch points, segmented engagement buckets, robust triggers and a host of other approaches. Always keep in mind the customer lifecycle and meet your customers wherever they are in the process.

Embrace our mobile society

Optimizing your mobile experience for email is no longer an option. It’s standard operating procedure. “Mobile purchasing is rapidly closing the gap with desktop purchasing,” Hendricks states, “as consumers and B2B buyers embrace smartphones and other mobile devices as primary conduits for brand connections.”

That means it’s time to take mobile responsiveness to heart and invest time and resources into developing a detailed strategy covering emails and the entire purchasing experience.

Email works…if you work it.

Ready to bring 2018’s emerging best practices to your email campaigns?

Dig into the trends noted above. Then continue your email refresher course right here.

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Last modified: May 15, 2018

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