Email marketing in 2020
Email marketing in 2020: Two key things that made the difference
Since the outset of the pandemic, most businesses have constantly asked themselves whether to continue marketing the way they used to, reduce their efforts, scale-up, or stop. Stopping outrightly, however, is out of the question if you want to keep making sales and remain business. The best option is to re-strategize and discover how best to carry out your campaigns to suit the times.
So far, email marketing has remained one of the recession marketing channels that has proven to be reliable in spite of the uncertainty around us. Out of all the marketing channels, emails give you the easiest and most direct access to the customer you want to reach.
But first, a quick look at how email marketing was before now
Email marketers spent time creating emails that were relevant. To make this happen, they focused on sending personalized emails. In fact, Instapage reported that personalized email marketing generates a median ROI of 122 percent.
The use of personalized tags and list segmentation were some of the tools used to personalize emails while personalized email tactics like personalized messages tailored in accordance to customer data like their name, age, and location were used to give emails that personal touch.
Artificial intelligence (AI) made quite a notable appearance in 2019 and it was predicted to be used more in the years to come. Marketers have seen the wonders of AI when it comes to understanding email users, so it was only a matter of time before it became a household tool in email marketing.
The state of email marketing in 2020 so far
The good news is that the relevance of email marketing has shot through and remained at the roof with more people staying home since the outset of the pandemic. The 2020 predictions for email marketing have become more relevant than imagined.
Despite everything that was predicted, here are four things that really played a key role in 2020:
1. High-quality emails versus high volume of emails
This may seem counterintuitive especially at a time like this but the truth is that nothing beats high-quality emails. High-quality emails get read and are hardly ignored even if they are cold emails. Reducing the frequency of emails while increasing quality gives people something to look forward to. It feels like expecting a check in the mail.
Many companies focus on sending a high volume of emails every month. Some marketers believe you have to send an email every day. But according to research done by Hubspot, email open rates start to decline when the number of emails sent in a month gets beyond 16.
So instead of sending emails every day, you could choose to send a high-quality email every two to three days, and make sure that they are valuable to your subscribers.
This has proven to in turn lead to higher opening rates as subscribers will be confident that they will get value out of every email, and the emails are specifically sent to meet their needs.
2. More personalized and optimized emails
Email marketers are becoming more conscious of the effectiveness of their emails. It’s no longer just about making sure that emails hit subscribers’ inboxes as when due. One strategy you must apply is personalization, as personalized emails have been reported to deliver six times higher transaction rates. So far, we have seen a heavier application of personalized emails, but this time with a higher reliance on automation to make this happen.
Automation allows marketers to leverage personalized touchpoints like the time when their subscribers are more likely to check their emails. Plus, automation makes the whole process of sending emails on those touchpoints more scalable. Retailers can now deliver more valuable and timely messages.
For instance, consider the issue of abandoned shopping carts, Fresh Relevance reported a 56.82% shopping cart abandonment rate in 2018. Email marketers tackled this problem in 2020 by sending automated emails to help trigger the fear of missing out (FOMO) in customers.
Cras ultricies ligula sed magna dictum porta, Sed ut perspiciatis unde omnis iste natus error sit voluptat erci tation ullamco laboris nisi ut aliq uip.eiu smod tempor the incidi dunt ut labore et dolore magna aliqua. Ut atenim ad minim veniam, quis nostrud exerci tation abore et dolore magna aliqua. Uhbt atenim
Cras ultricies ligula sed magna dictum porta, Sed ut perspiciatis unde omnis iste natus error sit voluptat erci tation ullamco laboris nisi ut aliq uip.eiu smod tempor the incidi dunt ut labore et dolore magna aliqua. Ut atenim ad minim veniam, quis nostrud exerci tation abore et dolore magna aliqua. Uhbt atenim
