In 2023, data privacy will become more important to marketers as people protect their personal information and only share it with companies they trust. Additionally, the demise of third-party cookies will make it harder for marketers to target customers with ads, so they need a channel that enables first-party data (and consensus) collection. Welcome to the wonderful world of email marketing. Email marketing is a form of marketing where you can make customers on your email list aware of new products, discounts, and other services. It can also be a soft sell to educate your audience about the value of your brand or engage them between purchases.
Email Marketing Tips
The truth is, personalization works. Merkle’s Customer Engagement Report 2022 found that 80% of business leaders said consumers spend more (34 percent more on average) when they personalize their experience.
Despite the success of personalization, customers feel that companies are not living up to their expectations, according to Salesforce’s ‘State of the Connected Customer’.
Write a catchy subject line
The power of the right subject line in your email marketing cannot be underestimated. It’s the first thing a person sees in their inbox, so it’s worth taking the time to write something relevant and attention-grabbing.
- Add Emojis – People are used to using emojis, so include ones that are relevant or emphasize your topic.
- Use powerful language – stay away from weak or clichéd language. Try to include words that trigger or call to action.
- Get personal – use a name in the subject line as we mentioned above or mention something that resonates e.g. Past purchases or eBook downloads
Audit and clean your email lists
You should already be aware of the demise of third-party cookies at Google in 2024 and the introduction of Apple’s Mail Privacy Protection (MPP). This makes the way you capture and use data more important to ensure the security of customer information.
Email is a great example of that important first-party data source – consensual information – and you should do everything you can to protect that data. It is important to look at your database and clean it up.
Use omnichannel marketing
In 2023 and beyond, omnichannel marketing is a growing trend for companies of all sizes.
But what is omnichannel marketing? Simply put, it utilizes each marketing channel to its full potential and creates a seamless experience as the customer moves from one channel to another.
Include relevant links
Once someone clicks on your email, you want to make it as easy as possible for them to get to where they want to go.
Don’t just send a prospect or customer to the ether of your website. Make sure to create relevant and personalized landing pages that follow the email content.
Add interactivity to your email marketing by inviting people to swipe, click, tap or view. It can be a countdown clock, video, or GIF. The point is that your email makes someone inhabit it.
This email from Google Local Guides includes a GIF feature that shows the recipient how to effectively take an image.
Have a good UI and UX
Creating a seamless experience for a prospect or customer across all your channels is essential. That means user experience (UX) and your user interface (UI) should be taken into account when adding links to your emails.
Use Artificial Intelligence
Artificial Intelligence (AI) can be very useful in your email marketing. There are tools like writing assistant Rytr and delivery platform Sendgrid that automate certain processes to help increase engagement and revenue.
AI will help you use advanced computer science techniques and computational firepower to derive insights from big data and customer data (which includes customer behavior). Tools can help you write email copy, clean lists, improve send times, and send automated newsletters.
Look at examples of emails from your industry & competitors
The best way to create an effective email marketing campaign is to look at successful ones that are getting responses within your industry or competitors.