Billions and billions of people all over the world use email every day, making it one of the most common methods of communication. The medium has an extremely larger user base, and this makes it crucial for the marketing teams to emphasize this method and send the promotional emails directly to the inbox of their audiences.
Most of the email marketing teams follow a set of similar marketing strategies. But the, consumers today are highly savvy and can immediately recognize the one size fits all method used by the customers.
It is very important for you to strategically manage the email marketing campaign; if you send a lot of promotional emails, people will unsubscribe. If you do not share on a regular basis, they will forget about your business and its products and services. Thus you need to plan things accordingly and also have to make changes in your strategy as per the changing demands of the customers to stay on the top.
Email Marketing will change when AI and Machine Learning is Involved
Email marketers across most industries today are using machine learning and AI techniques. Recent advancements in both technologies have made marketing automation a possibility to change the messages to an intended audience based on customer data.
AI is expected to bring new capabilities and automate the different aspects of email marketing activity. This will not only make time-consuming activities work quickly, but it will also optimize times and personalization on the hyper level. All this is done keeping in mind the different demographics and predictive behaviour. Al can help to manage all this and with the uttermost simplicity.
Personalization is Important
It does not matter whether your marketing activities target an individual or another business. One thing remains certain, they want all their specific needs and wants to be addressed. For instance, if you find an email in your inbox that is not related to you or highly promotional, there are chances that you will delete it or mark it as spam rather than reading it.
The highest likelihood of opening and reacting to an email by the recipient is its relevancy to the recipient. Including their name or their workplace is not enough. It is important to take these emails to the next step.
Personalization can be achieved according to the website they have recently visited. It can also be the things they have recently done. The sense of familiarity creates trust, which is an important key to developing strong customer relationships. Industry experts say that hyper-personalization is the future of email marketing based on demographic and physiographic data, which will help to drive strong customer engagement.
Interactive Emails will Bridge the Sale Gap
Email marketing experts believe that emails that are highly interactive will surely disrupt the industry. This also depends on whom you ask, but this might be possible that you start seeing emails that look similar to the business website experience.
These will include enticing video content, instant messaging, and other marketing materials that will become portals to the business products and services. The trick is the more interactive emails will look, the more forward the people will interact with them. All these factors will help your business to generate customer engagement through email marketing.
Storytelling Techniques will Drive Email Marketing
People love stories, and if your business has its own, do not hesitate to share them with your audience. Another way can be to include newsletters that give close insights to the employees, social consciousness, culture and plans for the future.
Newsletters connect the consumers with the business. These can be either about your own business or include information about the technology or business world. This activity reflects that your business is up to date with the market and also gives an opportunity to connect with the audience easily.
User-Generated Content will become Increasing Common in Marketing Emails
Products and services recommended by friends and family members are often purchased preferably. If you include the user-generated content in your emails, such as testimonials, you show that actual; people have used your product and are happy with your business. This will help you generate customer trust and increase sales in the market.
Increased Emphasis on Data Privacy
It is also important for you to follow the General Data Protection Regulation (GDPR) and make appropriate changes to the email marketing activities. As a marketer, you must be able to prove that the customers on your email have opted to your emails, as this reflects increasing the customer concerns on the data privacy regulations.
Addressing this concern is necessary to ensure that your email marketing campaign adheres to the GDPR standards. Also, every email sent in the marketing activity must have an opt-out opportunity. This will help the audience to opt out of your marketing campaign if they feel uncomfortable.
Last and not least, it is highly recommended that you use an email marketing software application. The tool should have features such as email triggering, personalization, and database maintenance tools. All these aspects will change the future of email marketing activities.
Source – Businessnewsdaily