When it comes to email marketing, there’s always some discussion about its relevance as a digital marketing channel, in the fast-paced world of instant messaging and social media. However, each time it comes out as a winner in the debate.
Email platforms can be used to deliver specific, personalised and prolonged marketing communications to your user-base, making it vital for marketers to use this channel to its full potential and innovate their email marketing strategy.
A recent chart on MarketingCharts shows the various different ways in which companies want to innovate their email marketing strategy in 2018, as compared to 2017. Creative use of behavioural triggers, use of dynamic content and automation to trigger one-to-one communication are right up there, as more than 50% of to try these creative tactics in the upcoming months.
When marketers were asked about innovating emails this year, most of them pointed to more creative uses of behavioural triggers (60%). Behavioural triggers are an important part of any email marketing strategy. Our customers are always giving us signals in terms what they prefer and what might deter them from converting.
To optimise your email strategy, it's vital to make sense of these signals in a logical manner ad determine the kind of messaging these customers may need, to give them an extra push towards conversion.
The majority of marketers (55%) also say that they should be making greater use of dynamic content such as videos, GIFs etc. As marketers find newer, more creative ways to attract audiences, video usage is becoming a key scope of interest for revenue growth and customer engagement. While email marketing is a relatively old digital marketing channel, marketers are constantly looking for ways to refresh its usage, by using ‘younger’ content formats.
Finally, the year-on-year comparison of the results shows that marketers’ interest in the usage of automation to enable one-to-one communication, has gone up significantly, from 45% in 2017 to 53% this year. In an era of digital marketing, where for most business models, retention has become more important than acquisition, this is a key area of innovation that email marketers need to focus on.
Source: 2018 Email Marketing Industry Census
Effective automation can enable marketers to send targeted and personalised communications to their user-base, enabling one-to-one communication, which can help nurture and retain existing customers over long periods of time.
By Somya Mehta
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