Email Marketing 📧
Email marketing is as important as it's ever been! And with massive advancements in AI in marketing, there are many new and improved tools you can use to make it more efficient, effective, and personalized.
With the increase in importance (and awareness) of data privacy regulations consumers look to protect their personal information and only share it with companies they trust. In addition, the demise of third-party cookies will make it harder for marketers to target customers through ads and so they need a channel that enables first-party data (and consensual) collection.
So, what are the best tips for email marketing success for data capture and engagement? Let’s look at the best to help improve and optimize your email marketing activities.
Use Personalization:
Use personalization in your email to drive not only the open rate but engagement. This can be as simple as including the recipient’s first name in the subject line or contacting people on occasions such as their birthday.
Also be sure to make your email from a person, not a business. You can do this by including a person’s name in the “from” section. This will ensure a name is clear to a recipient when it arrives in their inbox.
Write a Catchy Subject Line:
There’s no underestimating the power of a perfect subject line in your email. It’s the first thing a person sees in their inbox so taking the time to write one that’s relevant and attention-grabbing is worthwhile.
Get personal - as we mentioned above use a name in the subject line or refer to something that will resonate.
Use humor - Don’t be afraid to use humor but make sure it’s something your audience will get.
Include emojis - People are used to using emojis so include ones that are relevant or to emphasize your topic.
Audit and Clean your Email Lists:
You should already know about the demise of third-party cookies on Google in 2024 and the introduction of Apple’s Mail Privacy Protection (MPP). This has made the way you capture and use data even more important to ensure the protection of customer information.
Email is a perfect example of that all-important first-party data source - consensual information - and you should do your best to protect that data. It’s important to look at your database and clean it up. Make sure you have permission to use every email address you have on your lists. If someone has unsubscribed, make sure to take them off any active lists.
Use Omnichannel Marketing:
It's using every marketing channel to its full potential and creating a seamless experience as a customer moves from one channel to another. Email has an important role to play in omnichannel. The advantage it has is that email is flexible, easy to tailor, easy to test, and can provide insight into customer preferences and behaviors.
In combination with other channels such as social media, paid search, or search marketing, email can drive engagement and build customer loyalty.
Include Relevant Links:
Once someone has clicked on your email, you want to make it as easy as possible to direct them to where you want them to go. Make sure you create relevant and customized landing pages that are a follow-on from the email content.
Also, include social media handles so people can find your brand easily online. Only include the platforms you are active on to make sure the content is up-to-date and you are responsive.
Be Interactive:
You can include interactivity in your email by inviting people to swipe, click, tap or watch. This could be a countdown clock, video or a GIF. The main thing is that it makes someone dwell on your email.
This email from Google Local Guides features a GIF that shows a recipient how to take a picture effectively. This is followed by tips on how to take an effective picture to include on Google. It’s not only eye-catching but highly relevant to its audience.
Use Artificial Intelligence:
Artificial intelligence (AI) can be very useful in your email marketing. AI can help you use advanced computer science techniques and computational firepower to get insights from big data and customer data (which includes customer behavior). Tools can help to write email copy, clean up lists, optimize send times and send automated newsletters.
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