Email marketing is one of the most common techniques in online marketing. Over the years, it has experienced ups and downs in its popularity as well as voices for and against its usefulness to attract the user’s attention.
To analyze the current context, we look at data from HubSpot’s study on marketing trends, which indicates that the majority of respondents who use email marketing (almost 80%) experienced a growth in their engagement during the last year. Last year.
In the same way, it is pointed out that most users still prefer to contact brands via email, with a return on investment (ROI) in this technique of around $42 for each asset.
With these data as a base, we can see how email marketing should be essential in our online strategy. However, working on and optimizing our campaigns with different tactics is necessary for our movements to achieve the desired result. This text will see three keys: integration, segmentation and experimentation.
Email marketing offers us many possibilities in terms of data measurement and analysis. With the right tools, like good automation software, you can measure almost any aspect of your campaign, from the open or bounce rate to the number of conversions generated. But, it also allows each user to be identified uniquely with a detailed description of their behaviour and preferences.
Integration is the key to taking advantage of this data in the rest of our marketing actions, even extending to the sales department. For example, correctly integrating our mailing campaigns with the rest of the marketing strategies can serve as feedback to the content department on what type of texts have the most impact or can allow the sales team to identify the hot leads with the most possibilities for buys.
A good email marketing strategy does not have a single campaign that aims to meet the needs of all subscribers but is made up of different campaigns focused on other user profiles.
With an excellent job of analyzing and identifying the different subscriber profiles, we can segment the campaigns and personalize them, paying attention to the user’s interests or the moment of the sales cycle in which they are.
We can go one step further and use customization tools that transform generic messages into emails tailored to each client, including their name in the email, offering offers based on their behavior and geolocation or based on past and recurring purchases.
HubSpot has compiled some of the most common tactics to improve the results of email marketing campaigns, among which we can see segmentation, personalization or automation.
Mailing tools have evolved in recent years, offering new possibilities that we can take advantage of to stand out from potential competitors. From HubSpot, three key trends are highlighted to experiment with our email marketing campaigns in 2020:
Instead of sending static emails, include interactive elements such as effects that can positively impact the user experience, offering a fun touch to the emails.
Change the colours and brightness used in the most common templates and replace them with the typical “night mode”. Fonts, clickable elements and icons in light colours on a black background.
AMP for emails
The AMP is a mark that is included in the HTML of the emails to give extra functionality to the emails, enabling actions that can be carried out directly without leaving the mailbox.
Email Marketing Is A Crucial Element In Enhancing Our Online Strategy.
Email marketing offers a wide range of possibilities for companies in any sector. It allows us to collect valuable data on different user profiles that we can use to optimize the rest of our online strategies.