If executed properly, email marketing can turn out to be your strongest channel for customer acquisition and return on investment (ROI). Email marketing is here to stay, but marketers need to continuously evolve their email tactics to cater to their target audience in an efficient manner. Email marketing continues to be one of the top performing tactics in the marketing toolbox, and can be smartly used to deliver the right content to the right people at the tight time. We have compiled a list of the best email marketing practices you should keep an eye out for in the coming year.
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If you are looking for engagement then interactive emails is the way to go ahead, as it lowers barriers to conversions. Email interactivity pulls some of the interactions from the landing page into email. Restaurant menus, image galleries and sliders, carousels, offer reveals and the add-to-cart functionality are all brilliant examples of interactive emails. However, two big issues still hold back the adoption of interactive emails. One is technical challenges with regards to implementation and second is tracking and attribution changes.
Visual content in emails
The entire web is leaning towards visually appealing content and email marketing is smack in the middle of this trend. Including compelling and beautiful images in your email is one of the best ways to catch the attention of your subscribers. Apart from still images, more and more marketers are using videos in their emails. This trend is likely to explode in the near future as video marketing is improving open rates and engagement.
Optimize for mobile
More than 53% emails are opened on a mobile device and this number is rapidly increasing by the day. Your emails, therefore, need to be optimized for mobile. The easiest way to optimize your emails for mobile is by using an email campaigns platform that automatically makes your email messages and templates mobile-friendly.
Targeting based on behavior
Behavior-based targeting can make a huge difference in your email marketing by boosting engagement and conversions. Customers interact with your brand in a variety of ways and you can refer to their behavior to develop email strategies. To put it simply, you analyze the past actions of a group of people and send them content that is based on their activity. For instance, when a user signs up for your service, you send him a welcome email. If he abandons items in a shopping cart, you send him a reminder mail. These emails are more personal and relevant which results in more clicks and better customer satisfaction.
Give the above mentioned four trends a try to see if they make a difference to your marketing efforts. As you gain more traction, try new strategies and see what works best for you.