Is email marketing dead and buried? Not by a long shot judging by the statistics on the infographic at the bottom of this article. What these statistics tell us is that email marketing is still one of the most important tools in the marketer’s toolkit.
It also shows something else that’s interesting. If you’re still using the same email marketing templates that you did ten years ago, you’re probably missing out. Email marketing itself hasn’t changed much. The way people deal with emails, however, has.
Today’s consumers are experienced when it comes to marketing tactics. They’ve learned because of the almost continual bombardment of marketing messages they’re exposed to daily.
Thanks to this constant barrage of information, getting your email in front of your prospect is challenging. If you’re not careful, you could find your emails being relegated to the spam filter.
Email scanning programs today incorporate sophisticated artificial intelligence. The AI, in this case, has become very adept at working out which messages are legitimate or not.
Unlike earlier email scanning programs that could only focus on keywords, modern systems are able to read and understand the context of a message. So, if you’re presenting an offer to a client, you might get caught out even if you don’t use the sales language.
In the infographic below, you can learn more about how to avoid being pegged as spam.
When you do get your email in front of your prospect, you face another obstacle. You’ll have to convince the prospect to open it. That’s easier said than done, thanks to the overwhelming amount of marketing emails sent out.
Modern prospects expect more from email marketers today. The days of sending out a generic blast and hoping for great results are over. Prospects today want to know that marketers respect their time and attention.
They don’t mind receiving relevant marketing information that they find useful. As a result, it’s important for marketers to start segmenting their subscriber lists. How you do so is up to you. You can divide your list up according to age, marital status, last purchase.
What you’re doing is to find some way to group people with like needs together. You’ll then create several mini-campaigns. Each mini-campaign will be slightly different because they’ll talk to the different needs within each segment.
Marketers who are able to provide their subscriber list with relevant and timely information create a loyal base of subscribers. This loyal base will not only open your emails but look forward to doing so.
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- Revitalizing Your Email Marketing Campaigns in 2020 - March 3, 2020