Far from being dead, email marketing has revolutionized the way companies engage with their customers around the world. Whether in its more traditional form as an after-sales service or, increasingly, as a series of content segmentation strategies that seek deep brand loyalty and identification, email marketing continues to reinvent itself and grow.
According to a study published in Statista By the end of 2021, the global email marketing market was valued at $7.5 billion in 2020, and is forecast to surpass the $10 billion mark by 2023. So how can you ride the email marketing wave?
Define your audience:
As with every aspect of marketing, knowing your audience is absolutely essential. You need to know who you're writing to on a much deeper level than simple geographic or age data: you need to know what they like, what social media they use, what their interests are, what they're passionate about. Only then can you send relevant content that connects with your customers to the point that, ideally, they'll eagerly anticipate your next email.
And so should unsubscribing. Both cases (subscribing and unsubscribing) revolve around the same thing: it's increasingly important for users and customers to have control over their data and content. Therefore, when subscribing, make sure to ask for as little information as possible (ideally, name and email); at the same time, it's good practice to include the option to stop receiving emails at the end of each email.
Personalizing your email marketing campaigns can go much further than simply segmenting which emails each specific group of customers receives: name tags, special offers and discounts on birthdays, product recommendations, and personalized notifications (for cart abandonment, for example), among others.
But it's important to draw a line and not go too far, because if we take personalization too close to the customer, it can become strange and end up generating rejection.
In any business, consistency is more than the key to success; it's the most basic requirement. Today, there are numerous tools to automate the emails we send to customers. A properly automated email marketing campaign builds trust and, in turn, an image of seriousness and reliability in the customer.
Measure, measure, and measure. The reality is that if you don't measure your results, you'll be working in the dark. You must be able to determine what works for each email marketing campaign and, equally valuable, what doesn't: what subject lines, what senders, what buttons, what type of content, what length of text, what dates and times. Everything you can measure will help you fine-tune your campaigns to achieve ever-higher success rates, translating into sales and loyalty.
For now, email marketing doesn't seem to be stopping its growth: it's an extremely effective tool with a relatively low investment cost. That's why, as with everything in the business world, and especially the Internet, the sooner you get on the wave, the better you'll be able to ride it.
Español 
Català 
English (UK) 
Français 
Português 
Deutsch