Hundreds of communication platforms exist today. But do you know the one that was in use even before the internet? Well, it was Email.
Email is the exchange of messages between electronic devices. They are used to digitally interact with people, especially the ones on different schedules or time zones.
Emails came into existence even before the World Wide Web. The first email was sent by Ray Tomlinson, a computer engineer, when he was working on MIT’s Arpanet project (the start of what we know today as the internet.).
Since then, emails have been the number one communication medium for businesses. Even after the spread of numerous social media platforms, they still drive results for businesses as before.
Why are emails so widely used? Are they still as important to businesses as before? What changes are required to make emails more effective? The answers to all of these questions are explained below!
What is Email Marketing?
Do you also receive promotional emails from different brands all day?
Email marketing refers to the use of emails to gain, engage, and retain potential and current customers. These emails hold the purpose of informing customers, advertising products and services, requesting business, and soliciting donations.
For Email Marketing, you need three basic elements: an email list of your customers, an email service provider, and clearly defined business goals.
Businesses love email marketing. Why? Because it doesn’t require a large chunk of their budget! They can drive sales, increase brand awareness, generate leads, and boost customer loyalty without putting a significant strain on their resources, including time, money, and effort.
Are Emails Still Worth It?
Do emails sound old-school to you?
Most probably yes, because they are the oldest form of communication. In the current era, where people are crazy over social media, emails still rule the commercial world!
You can figure out how important emails are just by the fact that most online communication platforms require email addresses to sign in. Plus, most professionals still check their emails every day!
Types of Emails
What kind of emails can businesses experiment with? See the types of emails used in email marketing below.
1. Email Newsletter
They are purely informational emails.
Their purpose is to engage customers with relevant knowledge and tools. The content of such newsletters usually includes the latest news and updates about the company and its products and services. Some businesses might even use them to provide customers weekly digest of content to keep them connected.
Newsletters might not aggressively generate sales but they are good for reminding customers about your brand regularly.
2. Acquisition Emails
Some potential customers in your list subscribe to your emails but do not actively buy something from you. This is where acquisition emails come in!
Acquisition emails are more persuasive than informational. The content for such emails aims to convert potential customers into active ones.
You can include attractive offers or eye-catching graphics in your acquisition emails to make customers realize how much they would benefit from buying your product or service.
3. Retention Emails
Give your customers a reason to return!
Retention emails revive the customers who haven’t been in touch for some time. How? Request feedback, talk about a comeback offer, or highlight new and exciting features of your products!
4. Sales Promotion Emails
These are the emails used to generate leads and sales!
Promotional emails talk about exciting incentives like limited-time offers, daily deals, and mystery offers. Other stimulating approaches that are sure to drive desired results are cross-sell campaigns, subscriber specials, clearance sales, and seasonal deals.
5 Key Trends of Email Marketing
We have already covered how effective email marketing is. However, it doesn’t mean simple emails like before will always work! Businesses need to update their email marketing campaigns by incorporating new techniques and mobile app developments trends being followed in the market currently.
Let’s see what’s trending in the world of emails!
1. User-Generated Content
The current digital era involves a lot of confusion!
There are thousands of businesses competing for customers’ attention. With so many options available, customers find it hard to choose the best for themselves.
Plus, not every business on the Internet is trustworthy. That is why some people feel reluctant to try out a new brand.
The best way to win the customers’ trust today is through user-generated content. User-generated content includes customer feedback posted on online platforms regarding a particular product or service.
Emails with content like customer reviews, poll results, and images of consumers using your products are proving to be the most effective currently!
2. Hyper-Personalization
Customers love it when you make them feel special!
Personalization is the hot new trend in the market right now! Artificial Intelligence has made it possible for businesses to collect large amounts of customer data. You can now generate trigger emails based on a customer’s purchasing habits, open rates, preferred products or services, etc.
Be sure to include the customer’s name, personalized remarks, and relevant recommendations in your emails to achieve the desired outcome.
3. Interactive Content
Gone are the days of plain and simple text emails!
Just reading about your product or offer no longer holds customer attention! You need interactive content to actually engage your customers.
Your emails should be designed in a way that allows customers to click and explore! Image carousels, GIFs, menus, games, animations, or even a simple poll, can make your emails come alive!
4. Device Optimization
People now prefer to check their emails on the go!
Mobiles are clearly the most-used gadget right now. That is why mobile optimization is a growing trend in the marketing domain.
Make sure your customers have the same positive experience, no matter which device they use to access their email. Get your emails tested by professionals to ensure that they are streamlined for different devices.
5. Less-Copy Emails
Short attention spans are quite common now, all thanks to our fast-paced lives.
People no longer read long paragraphs with full attention. They might not even bother to scan the text if they feel it’s lengthy.
Keep your emails concise and narrative. Tell your story in just a few powerful sentences and use visuals to complement the text! These kinds of emails will definitely attract customers.
