Try these 8 new and trending customer-centric approaches to help you keep proving your value to leads and customers over email

Marketing trends forecasts should be resources marketers can consult to help them set strategic priorities for the coming year. But all too often they recycle the same old ideas or serve as thinly disguised showcases for vendor specialties. So let’s make this email marketing forecast more useful by focusing on one overarching development we see happening in the world of email marketing and the supporting events that make it a significant development. For my part, I expect that email experience will be the defining trend for 2024 – the increasing focus on improving our customers’ experiences with our brands, products, services, representatives, and messages. Many of the more specific trends included in forecasts that are beginning to trickle in revolve around improving our customers' experiences of our emails. That includes everything from building…

Maximizing the potential of AI in email marketing with our human expertise

Picking a path through the ever-growing AI maze in email marketing is a challenge for today's digital marketers. While AI tools offer efficiency and support, relying solely on them risks producing mediocre results. In this blog I delve into the fascinating intersection of AI and email marketing, emphasizing the crucial role of human expertise in crafting engaging campaigns.  AI really helps, but your strategic thinking and long-term subscriber care remain vital to achieving email success. Let’s unlock the true potential of AI while maintaining the art and personal touch of effective email marketing.

How to use AI for marketing?

There is no doubt that using AI for email marketing will make the task more efficient. However, for all the same reasons that sending great emails is not easy, simply copying and pasting outputs is not the…

Our compilation of average email open rates and click-through rate data. What's a good open rate for email? Read the best email statistics sources to benchmark your email campaigns in your industry sector

When I run training workshops on Email marketing, Email marketers often ask "how do our campaigns compare"? They're looking for email statistics to compare subscriber engagement for average email open rate, clickthrough, delivery, unsubscribe and complaints rates, ideally within their sector. That's what we cover in this regularly updated compilation of the best email marketing response statistics for different sectors and countries. Fortunately, there are a number of good options to benchmark email response across different sectors. The best stats sources are compilations by email marketing service providers who produce statistics across their clients' campaigns. We have grouped the stats into the top eight questions asked including: What are the email engagement rates by industry? What are…

Using tables and flow charts to visualize and plan automated email communications

Research shows that behavioral email communication is a powerful technique. Planning and optimizing an automated email campaign strategy empowers marketers and managers to follow-up online customer actions to help increase conversion to sale at a low cost. Here are some common examples of event-triggered email sequences: Welcome sequence for a new subscriber or lead to an email list Welcome sequence for new customer (onboarding) Reactivation of customers or subscribers who lose engagement Abandoned shopping cart follow-up emails Shoppers browse or search on a site but don't buy follow-up Time to repurchase or replenishment emails However, the technique is still used by relatively few companies. One barrier to setting up these event-triggered email sequences is the time it takes to specify the sequences if it's a new approach to the company or agency. A great benefit of event-triggered e-mails is that once set…

Industry experts explore the email marketing trends set to impact your strategy in 2021 and consider how COVID-19 has permanently and positively changed email marketing 

In 2020, email marketing trends, like so many parts of our work and personal lives, had to undergo a rapid transformation.

As the pandemic continues to lead to wide-ranging changes to the way consumers perceive brands and consider purchases, email marketers have adapted in many innovative and inspiring ways heading into the new year.

In this blog, five of the brightest minds from the world of email marketing provide their key trends for 2021. With email continuing to play a vital role in nurturing, acquiring and retaining customers, it’s time to explore the opportunities that lie ahead.

Email marketing through the K-shaped COVID-19 recovery

As we head into 2021, COVID-19 continues to impact marketing strategies and budgets within…

Recapture the attention - and transactions - of your e-commerce cart abandoners with effective email marketing sequences

Every hour of every day thousands of e-commerce website visitors add items to their shopping carts, then quietly leave without purchasing anything. Even more surprising, most website owners don’t follow up with these visitors in any way. This lack of follow-up represents millions of dollars of lost revenue, not just from the current purchase, but from additional purchases these shoppers would end up making over time. It is therefore essential, for an E-commerce website to engage these visitors with effective email marketing sequences to help maximize revenue opportunities. True, some of these cart abandoners were ‘just browsing’ or otherwise had no immediate intent to buy, but others were on the cusp of converting and something wasn’t quite right. In this post, I’ll describe how to recapture the attention - and transactions - of…

What email marketing opportunities do you miss in your transactional emails?

There’s no question that email marketing is one of the key opportunities for almost any marketing team. When thinking about it, newsletters and other promotional emails are usually the first to come to mind. Few marketing teams give serious attention to transactional emails. Very often, these are even out of their jurisdiction. Set up by development or customer-facing teams, these emails serve their key purpose in a better or a worse way. The marketing opportunities behind these messages are often overlooked though. Throughout this article, we’ll give you plenty of reasons why it shouldn’t happen. You’ll learn how to maximize the potential of your transactional emails and which common mistakes you should avoid. Apply these learnings to your emails and you’re likely to see promising results in no time.

What are transactional emails?

First of all, let’s get some definitions of the list. …

Chart of the week: Discounts, receipts and advanced notice of products/sales are the top performers for email content according to customers, but marketers are not following suit in their email comms

The Data & Marketing Association (DMA) published its Marketer Email Tracker 2020 last week. Combining insights by marketers and customers alike, the report explores email’s multi-faceted role in communicating with consumers across all stages of the customer lifecycle – not just as a transactional channel, but one that can be used to inform and build long-lasting relationships.

Email is customers' top pick of the channels

Research by DMA found that email topped every channel when customers were asked their preference for receiving information, including appointments/reminders, customer service, new products, and tutorials. In this report, email outperformed all other channels listed below: Messenger Post Text Face-to-face Online Phone Social media Email This news is music to email marketers' ears, since this…

Insights from the Data & Marketing Association’s head of insight, Tim Bond, reveals email attitudes and behaviours among demographics over 45 years old

The technological world that we live and work in continues to evolve, seemingly offering new ways to engage customers at every turn. But this excitement over what’s new should not distract marketers from the central channel that still resonates with consumers.

Whether they’re considering a purchase, have just made one or need some help, these latest figures highlight email’s ability to help brands engage across the customer journey.

The DMA’s ‘Consumer Email Tracker 2020’ research revealed that email remains a core channel to attract and engage customers throughout the entire customer journey.

It remains the preferred channel for consumers from pre- to post-purchase and for customer service enquiries.

This is in spite of findings from the DMA’s ‘Customer…

A case study showing how Lucky Voice doubled the size of their email list

Having more people to market to is better, it’s a "no brainer". Of course, I don’t mean bulking up an email database with poor quality data. I’m talking about more customers and potential customers who want to hear from you. Good quality permission-based data that maintains your delivery reputation and converts into revenue. Lucky Voice shared with me nine list growth strategies that worked for them. They've also been good enough to share some numbers that showed how the tactics worked.  Plus, as a bonus, they shared a couple of strategies that didn’t work. The insight from what doesn’t work is just as insightful as to knowing what does, so read on to find out what was learnt from success and failure. [si_guide_block id="44461" title="Access Free Member resource – Email marketing trends 2022" description="It pays to keep up-to-date with…