Email Marketing is the oldest yet one of the most effective engagement channels and is nowhere close to redundancy, as some in the industry have often said. This channel has only evolved for the better as we make room for newer technology and techniques to enhance and deepen user engagement. There are plenty of strategies that marketers can implement to drive strong email campaigns. Five checkpoints that can help any marketer level up their game are as follows:
1. Leverage the Power of Automation
When a marketer is assigned the task of disseminating emails to thousands of users and doing it manually is not a logical option. It will take long hours to complete the task; here is where automation comes to the rescue. It enables the sender to disseminate timely emails based on activities making it easy to connect with stakeholders or users for better service. It is a boon for marketers as it helps to tick multiple check boxes for them, like leveraging user data for campaigns, smartly targeting the emails to users, and much more. Automation also enables brands to send quick trigger emails for different events. When a customer makes a payment, they expect a payment confirmation email. The second one is Hyper- personalized and modularized emails wherein you send updates or emails based on the consumer’s behavioral data.
2. Create Personalized Data for the audience
It is true when it is said that the customers prefer to engage with brands that speak to them rather than speak at them. It is a significant responsibility on the part of the brand to strike the right chord with their customers by sending out personalized emails as a part of the brand’s email campaigns. Suppose a person leaves a landing page without any further action or leaves a flight search incomplete. In that case, the brand must send them personalized emails with details regarding their search and nudge the customer to go back to the page and complete their search or any transaction. Hyper-personalization is believed to be the only key to unlock brand relativity for a brand’s email campaigns.
3.Iron Out Deliverability Challenges
It is a widespread phenomenon that the emails that one sends never reach the receiver’s Inbox, and there are a few listed reasons why this occurs frequently. The audience, as well as the brand, then miss out on communication and relevant news.
In such cases, a few aspects need to be considered before you start running campaigns, such as following email authentication protocol, warming your email IP, bifurcating promotional and transactional email traffic, cleaning your email list, and more. Resolving deliverability issues will contribute to enhancing campaign engagement and conversion.
4. Measure revenue impact
It is nothing less than a misconception that there is a meager return on investment in email marketing. To yield desired results, marketers need to stay invested in email marketing and keep an eye on measuring performance and tracking the revenue. ROI is bound to increase user engagement and the interest of the consumer, followed by growth in sales. In fact, according to the Customer Engagement Trends report by WebEngage, email communication saw a rise in its adoption by 2.9x and its engagement by 3.1x during the lockdown period in 2020. This only goes to prove the efficacy of this method.
5. Jump on the Bandwagon
As mentioned initially, Email Marketing is not a new phenomenon and has evolved over the years in leaps and bounds. In today’s world, it has become imperative for marketers to stay upfront on various trends and the latest techniques and tools to stay on top and most importantly, hold that position in the email marketing field. Regarding mobile-first emails, people use their phones every moment for entertainment, communication, and work. It becomes an absolute necessity that emails sent by brands are compatible on the mobile phone as well, making it accessible on the go. Another aspect to prioritize is delivering interactive content, which catches the reader’s eye and intrigues them to open it for a quick read or a meaningful engagement. The marketer could use carousels, animations, images rollovers, or something as simple as a dynamic survey or a questionnaire.
6. Using New Techniques
Finally, email marketers must stay abreast with the new-age techniques. One can use techniques like BIMI (Brand Indicators for Message Identification), dark mode, and email annotations to increase the visibility of your logo. Additionally, the AMP (Accelerated Mobile Pages) effect is a technique of including pictures of interactive content in the email body itself and not having the reader download any link or change to a different browser or using the dark mode to amplify the text and light of the screen, making it visible to the reader. These techniques will make the marketer’s email stand out separately and have a high retaining value.
It is essential to make your email chosen, opened, and remembered over the other emails in the customer’s Inbox. Email Marketing is a perfect mixture of Science and Art. While the email campaigns must focus on automation, deliverability, etc., it is equally important to send out aesthetically pleasing and interactive emails that garner readers’ attention.
(The author Sukanya Shettigar is Brand Marketer-WebEngage and the views expressed in the article are her own)