Every few years, the question resurfaces, and we scratch our heads for answers. Consider how, when television was first introduced to the world, radio and theatre companies believed their businesses were doomed. Despite the surge in television purchases, users continued to listen to radio at home or in their cars, and people continued to attend plays and opera performances in theatres.
The emergence of a new innovation does not necessitate the demise of an older one. With this in mind, as social media platforms such as Facebook and LinkedIn became hubs for advertising, businesses concluded that email marketing was no longer effective. That simply was not true.
The Rise and Fall of Email Marketing
Allow us to take a step back and take a look at the origins of email marketing. Long ago, when the internet was still a novel concept, businesses recognized the enormous potential of email marketing and jumped on board to promote their goods and services via email. The concept proved successful, resulting in numerous sales and increased brand exposure.
Consumers eventually grew tired of receiving a constant stream of unwanted emails in their inboxes. Businesses recognized that the sector had become too crowded as a result of everyone employing the same techniques. As a result, businesses began experimenting with more contemporary methods such as social media advertising and Google Search Advertising. Email marketing took a significant hit and eventually died out.
How can email marketing be used effectively as a marketing tool in 2021?
At the start of 2020, email marketing was presumably declared dead, but the landscape shifted dramatically with the rise of Covid-19. Surprisingly, the trend gained traction to the point where marketers were now sending approximately 27 percent more emails than they were previously.
Here are a few ways you can use email marketing to stay ahead of the competition.
1. Make Customer Experience a Priority
The customer experience (CX) is the sum total of a customer’s interactions with your brand. This encompasses all facets of your business, such as customer service and care, advertising, product packaging, and dependability. Customer experience refers to all interactions with customers throughout their purchasing journey.
Certain businesses are unaware of the critical role CX plays in their ability to influence how their brand is perceived. Instead of solely sending brand-related emails, the modern approach to email marketing is to focus on developing customer relationships.
CX is a fairly straightforward concept. Before you send an email to a customer, consider the following: “How is this email going to solve the customer’s problems, assist them in achieving their goals, and improve their quality of life?” ”
2. Utilization of Artificial Intelligence (AI)
While artificial intelligence is still a foreign concept to many businesses, when used effectively, it has the potential to significantly reduce costs, time, and other resources. AI is capable of performing tasks such as content/data analysis and list segmentation much better and faster than humans.
The application of AI is rapidly expanding as a result of technological advancements. Businesses must understand how to incorporate artificial intelligence into their email marketing campaigns in order to improve their processes’ speed and efficiency.
3. Make Use of Hyper-Personalization
This term has been bandied about a lot recently in the world of digital marketing. Hyper-personalization is a term that refers to the process of curating emails that are personalized and relevant to a customer’s needs and interests. Additionally, it makes use of artificial intelligence and real-time data to deliver content to the intended audience.
This entails creating an original subject line that entices the recipient to click on the email. The email body must contain content that piques the user’s interest. Around 20% of consumers will unsubscribe from email campaigns if the content does not align with their interests. 20% is a sizable percentage, and you cannot afford to lose that many customers to ineffective marketing.
4. Maintain Simplicity
At times, keeping things simple is the best course of action. Create a message that communicates the message succinctly and plainly. This adds a sense of personalization and authenticity to the message.
Avoid sugarcoating words, using flowery language, or creating intricate designs to communicate your message.
5. Consider Email Privacy
There is a growing concern about privacy now more than ever. Covid-19 has encouraged everyone to work from home, raising concerns about security breaches.
According to NTT Data’s study, only 8% of consumers trust brands with their personal information. As a new or established brand, you must adhere to all applicable email laws and regulations. Never send emails from deceptive or misleading email addresses or domains. If you’re going to collect data, make sure you’re being transparent about it. Use the data for lawful purposes only.
Allow customers to opt-in organically to your email list to avoid feeling pressured. Additionally, leave an unsubscribe option open for them so they can opt out when the emails no longer serve a purpose.
6. Accelerated Mobile Pages for Email Marketing Services
For email, AMP (Accelerated Mobile Pages) enables dynamic content, novel layouts, and an interactive real-time interface that can be transformed into a personalized, individual experience for email recipients.
So far, the email communication we’ve received from marketers has been fairly one-sided. The recipient is unable to communicate with the sender in any way. With AMP for email, recipients have a variety of ways to communicate with the sender. This may take the form of polls, calendar scheduling, RSVPing to an event, or browsing an online product catalog, among other things.
While AMP is a significant advancement in the email space, marketers must exercise caution when implementing it. Users are accustomed to viewing static content. By contrast, AMP is dynamic.
Certain email components, such as the order confirmation number, flight information, or refunds, should remain static to allow users to easily locate them when needed. Other components, such as dynamic content embedded within a static page, can significantly improve the user experience.
Consider the following scenario: a static page contains a number of news headlines. Traditionally, when an email user clicked on the heading, a new tab in the browser was opened to read the news article. Instead of opening a new tab, AMP news will open as a “expanded” screen, allowing you to read the article immediately without leaving your current screen.