How will you innovate your e-mail marketing strategy?

Chart of your day: E-mail marketing ideas to innovate your strategy

When it involves e-mail marketing, there’s always some discussion about its relevance as an electronic marketing channel, in the fast-paced world of instant messaging and social media. However, every time it happens as successful in the debate.

Email platforms may be used to deliver specific, personalised and prolonged marketing and sales communications to your user-base, rendering it vital for marketers to utilize this channel to its full potential and innovate their mail online marketing strategy.

A recent chart on MarketingCharts shows the many different ways where companies desire to innovate their e-mail marketing strategy in 2018, in comparison with 2017. Creative usage of behavioural triggers, usage of dynamic content and automation to trigger one-to-one communication are right up there, as a lot more than 50% of  to use these creative tactics in the upcoming months.

email innovation efforts

When marketers were asked about innovating emails this season, a lot of them pointed to more creative uses of behavioural triggers (60%). Behavioural triggers are a significant section of any e-mail marketing strategy. Our customers are always giving us signals in terms what they prefer and what might deter them from converting.

To optimise your email strategy, it’s important to create sense of the signals in a logical manner ad determine the type of messaging these customers might need, to provide them a supplementary push towards conversion.

The most marketers (55%) also say they ought to be making greater usage of dynamic content such as for example videos, GIFs etc. As marketers find newer, more creative methods to attract audiences, video usage is now an integral scope of interest for revenue growth and customer engagement. While e-mail marketing is really a relatively old digital marketing channel, marketers are constantly researching to refresh its usage, through the use of ‘younger’ content formats.

Finally, the year-on-year comparison of the outcomes implies that marketers’ fascination with using automation make it possible for one-to-one communication, went up significantly, from 45% in 2017 to 53% this season. Within an era of digital marketing, where for some business models, retention is becoming more important than acquisition, it is a key section of innovation that email marketers have to concentrate on.

Source: 2018 E-MAIL MARKETING Industry Census

Effective automation can enable marketers to send targeted and personalised communications with their user-base, enabling one-to-one communication, that may help nurture and retain existing customers over extended periods of time.

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David Linder

MA in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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