While the pandemic continues to drive wide-ranging changes to the way customers perceive brands and consider purchases, email marketing professionals have adapted many exciting and innovative ways.
Chatbots and communication apps have been cited to be the email killers. However, they aren’t close enough in the queue to take over the email. Even today, email works as an effective and efficient form of communication, and Email Marketing remains one of the most useful ways to connect with customers.
As per Statista, the number of active email users globally? is anticipated to reach 4.3 billion by 2023. This significant number of active email users provides CMOs an excellent return on investment. Furthermore, it suggests that almost nine out of every ten marketing professionals use email marketing to share content organically.
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Therefore, CMOs need to stand firm and stay up-to-date with email marketing trends and challenges to remain a step ahead of their marketing campaigns and be prepared with solutions to overcome any sort of hurdles.
Integration of Various Data Systems
To make the best and the most influential marketing campaign, marketers require data from all kinds of sources and not confined to just one source. The integration of multiple data systems allows marketing experts to optimize their email according to consumer’s preferences and generate more qualified sales leads, providing consumers with a positive shopping experience.
In order to integrate various data systems accurately, marketers are encouraged to use the right integration devices for collecting data, experimenting with segmentation by making buyer personas, and eventually, accumulating all the data into useful and compelling content.
Improving Reach/Deliverability
The average email deliverability rate was 79.6 percent across various email marketing platforms in February 2020. And around 16% of emails never make it to the inbox.
The bounce rates reveal that the internet service provider may have blocked the marketers because of the lower deliverability rate and the number of resources and time spent on non-prospects.
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Therefore, it is advised to keep updating the email chain frequently. Besides, it can give a user many ways to opt-in, protecting the right deliverable email address. Furthermore, it enhances the ability to update the contact on the user’s end and maintain the deliverability rate constant.
Personalization
Personalization is one of the top trends in the marketing world. According to Campaign Monitor, the average open rate for an email is only 17%. Consumers don’t open random emails that do not grab their attention. Consequently, there was a spike in personalized content amongst marketing, with catchy subject lines and CTAs being the topmost priority in email marketing.
Calculating ROI
Measuring ROI is closely connected to the challenge of the culmination of data from various systems. Marketers should know the number of users who visit the site, and how much sales has occurred. Setting up a closed-loop marketing practice to track the point of contact to the last conversion of the consumer will be helpful. It will also help marketers track ROI from email marketing and show the outcome achieved from all other marketing efforts.
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