With the insurgence of social media marketing efforts over recent years, it seemed as though email marketing might eventually fall by the wayside. However, the past couple of years have made email marketing bigger than ever.
The key to reaching your audience via email marketing in 2020 is to keep your customers at the forefront of your mind. Here are seven email marketing tips to look out for in 2020.
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Start Lifecycle Email Marketing
AI and automation are the driving forces behind email marketing success in 2020. Personalization and customization will reign supreme when talking to customers. One of the best ways to improve conversions with this in mind is through the use of lifecycle email marketing.
With lifecycle email marketing, you meet the lead or customer at their specific space in the customer lifecycle. For a prospect who hasn’t yet made a purchase, use browse and cart abandonment emails. For a customer who hasn’t been back in a while, include a series of win-back emails.
By using lifecycle email marketing, you’ll improve your conversion rates and use your email list to its full capabilities.
Smaller, Engaged Lists are Better
In email marketing, large lists used to be the be-all-end-all of success. While having a vast list is still ideal, it’s better to have fewer subscribers and more engagement.
Marketers are going through and cleaning up their lists to protect the integrity of their collected data. By doing so, they know the information they’re pulling is congruent with the audience that is more likely to convert. To understand more, this article by Accuweb Hosting compares the top 10 services for email verification and validation.
Optimize for Mobile
What looks amazing on a laptop doesn’t always translate well to mobile. As over half the world’s internet users access the web via mobile, ensuring that your email marketing efforts translate is paramount.
Optimize your messages for both mobile and desktop. Check for distorted graphics, challenging to read text, or unsightly spaces that could negatively impact the user experience.
Limit Your Messages
In the past, the best practice has been to send as many messages as possible. The idea was that this would improve your chances of having them opened. Daily emails weren’t out of the norm.
Now, imagine every business you’ve ever subscribed to doing that. You’re talking hundreds of emails a day.
By limiting your message, you create a sense of novelty and intrigue that sets you apart from the other emails in your recipients’ inbox. Limit yourself to one message weekly, and make that message count.
While content is king when it comes to email marketing, you only have a second to capture your intended targets’ attention. To do this effectively, you need to have a subject line and teaser text that pops.
Keep these short and sweet, giving a tantalizing taste of what’s inside. Use questions or statements that elicit an emotional response. The better your subject and teaser, the more powerful the urge to open the email.
Hyper Segment Your Lists
As previously mentioned, personalization and customization are vital in reaching your intended audience and improving your conversion rate.
Hyper segment your lists based on behavioral analytics. There should be endless paths for your audience. For example, when you launch a new product, there will be those that buy and don’t buy. Within that, you’ll have people who didn’t purchase but opened the email, those that clicked through, and those that ignored it completely.
By drilling down into the various behaviors, you’ll be able to tweak your messages more effectively going forward.
Practice A/B Testing
It takes time to find an email marketing strategy that works. Don’t hesitate to try a few different things to determine what works better.
A/B testing allows you to send out various messages with the same goal. By choosing a small sample size from your overall list, you can evaluate which messaging works better. Then, select the winner to send to the larger list.
By crafting an email marketing strategy with your customer in mind, you’ll be able to improve your profits in 2020.
