Have you ever encountered that after a lot of efforts and by creating an amazing email marketing strategy, your email campaign failed to perform? It happens sometimes because we keep on following the old email marketing techniques and the ones which worked greatly on some occasions without realizing that with every blink of an eye, demands of the digital world are changing. Now typically you can’t utilize a strategy that you created a couple of months ago for your another client.
Being a marketer, you need to understand that the digital scenario is changing rapidly. You have to explore new and innovative ways to capture the market by targeting the right audience, at the right time, at the right place.
But the question here is: how you are going to do that? In 2017, you have a great opportunity to leverage your marketing strategy and be relevant, competitive, and successful in your marketing endeavors. Here in this article, I am going to share some of the best email marketing practices to get you success with your campaigns in 2017.
1. Advanced Personalization
At the point when email personalization became possible, all email marketers started addressing the subscribers as “Hi [First Name].” and when they got the capacity to include the first name in the subject-lines, people all around the world received millions of emails with subject-line something like – “[Objective]: Amazing Offer for [First Name].”
We as a whole accepted that it would bring a sense of trust and nearness to the subscribers because all things considered, we know their first name!
But it turned out that including the “First Name” personalization does nearly nothing, however, revealed you as a typical marketer (because, honestly, what number of emails do you get from your companions with subject lines like “Amazing Offer for [First Name]?”)
Rather, you should invest time and resources into a personalization technique that is strong and effective. The first thing you need to do is to place yourself in your subscribers’ shoes. While they don’t care if your email subject line incorporates their first name, they do mind if it includes information or offers that are customized for them. For instance, a couple of months ago, I received an email from Amazon offering some discounts and offers for similar products when they observed what I have abandoned in my cart. Now that’s what I call personalization!
You should also invest time to understand your customers’ behavior and target your emails according to their needs and requirements to get fruitful results.
2. Incorporate the Element of SMS in Email Marketing
I have observed that most email marketers are very happy with just doing email marketing. As they have gained a definitive balance of creativity (for instance, smartly creating subject lines and effective design) and technology (for instance, depending on information and data to direct the business decisions).
To be successful with your email marketing campaigns in 2017, you should embrace new innovations and utilize new techniques that will help you to achieve your objectives.
To explain you further in this regard: have you considered including a component of SMS (instant messages) into your email marketing campaigns? SMS has an open rate of 98%. Isn’t it amazing? At the point when was the last time, your campaign got that sort of result?
Both SMS and email marketing offers a two-way communication because on top of all, engagement is all that matters right?
With 43% of people opening emails on mobile devices, the combination of SMS marketing and email marketing could be exactly what you need to adjust to achieve the success.
3. Be Interesting and Appealing
Keeping in mind that here I am telling you how to make your emails more interesting and engaging outside your comfort zone, did you consider including GIFs to grab the attention of your subscribers? If not, now it’s the time. Following the latest trends and customer behavior, the art of creating animated GIFs have pretty much changed. Now the animated GIFs and cinematography used in emails are artistic and striking, which are quite effective. As a matter of fact, 26% of email marketers who have utilized animated GIFs or cinemagraphs have received a higher engagement and click-through rate, compared with the bulk emails to the same customers.
4. Eye-Tracking is a New Trend
A few years ago, eye-tracking was basically utilized for websites, yet is presently being used for testing email designs and creatives. However, the effectiveness of email marketing campaigns can be checked in various ways, EDISONDA Studio has tested eye-tracking technology to develop a deep understanding of how messages are seen across different devices by customers.
The eye-tracker is a device that makes it conceivable to track the movements and focus of the eyes on the desktop and mobile devices. The utilization of eye-tracking with regards to email marketing is fairly innovative as it provides some really useful insights on how you should design your emails for desktop and mobile users. Furthermore, it helps to resolve the issues in your email design, content and creatives, before it’s too late to fix them.
With the help of eye-tracking hardware device, you can run fast and inexpensive email eye tracking tests to acquire desirable outcomes.
5. Use HTML5 Videos to Take Campaigns to Next Level
Video in email is clear and simple for subscribers to understand — and hence it is probably going to be a catalyst in making both marketers and email subscribers more responsive to different types of interactivity.
With the launch of iOS 10, HTML5 video support is back! Following the stats of 2016, over 58% of emails were opened in Apple email applications. However, there is a bounce back in subscriptions and email open rate for the devices which doesn’t support HTML5 video. Hence, incorporating informative and interactive videos in your emails can be advantageous to capture the attention of users across different devices.
Email is a pillar in the digital marketing industry, however, marketers need to constantly upgrade and advance their email strategies to serve the diverse needs and demands of the target audience. Come along with me in a leap forward into the future and utilize these advanced email marketing techniques to boost up your campaigns and acquire desired outcomes.