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Better Data and Personalization Are the Future of Email Marketing

Better Data and Personalization Are the Future of Email Marketing

Are you considering email marketing for your SME? Here are some things you need to remember.

  • By 2023, according to Statista, there will be approximately 4.3 billion email users worldwide.
  • Since most users tend to view promotional emails in the same way as spam, future email marketing campaigns should aim to be more personalized.
  • Email marketing methods that make the message more website-like and easily accessible on mobile devices will be important.
  • This article is for small business owners and marketers looking to prepare for the future of email marketing.– It’s hard to imagine a world without email. Over 4 billion people are expected to have at least one email address by 2023, making email one of the most common forms of communication on the planet. With such a large user base, it makes sense for marketing teams to try to capitalize on that base by sending their messages directly to their target audience’s inboxes.

While most brands have some sort of email marketing strategy in place, today’s consumers are generally savvy people who can instantly recognize the unique approach taken by many email marketing experts. “The key has been to properly manage email content that is educational and provides the reader with useful information and promotional emails that lead to your product or service,” said Crystal Sheffield-Baird, strategic content narrator at Crystal Clear Storytelling. “Too much promotion and people will unsubscribe; not enough and people will forget what your business is about and won’t convert into customers.”

As the internet and how people access it change with the advent of new devices and standards, your email marketing strategy must reflect those changes.

1. Machine learning, artificial intelligence and cloud-based technology will change the face of email marketing.

As in most industries today, machine learning and artificial intelligence are becoming an important part of email marketing. Advances in both forms of technology have made marketing automation possible by tailoring messages to a target audience based on customer data.

Kent Lewis, president and founder of Anvil Media, said artificial intelligence “will bring new and improved capabilities to email marketing” which will not only ensure campaigns are compliant with privacy regulations such as the GDPR, but will also provide small enterprise the tools to create meaningful email campaigns without the need for huge budgets.

“AI will automate and improve many aspects of email planning and management,” he said. “For example, AI can quickly get the work done on what were elaborate and time-consuming A / B and multivariate testing, [and] optimize turnaround times and personalization to a data-driven ‘super’ level. demographic. ” and most importantly, predictive behavior. Compliance with the GDPR and other evolving regulatory restrictions has created enormous complexity, which AI can help manage and simplify. ”

Stacy Caprio, owner of Her.CEO, said technologies such as cloud-based computing will also play an important role in email marketing for years to come. Service providers like Sendinblue, Zoho Campaigns, and Amazon Simple Email Service are industry revolutionaries who will end up “lowering costs for all” as high-volume email lists can be expensive for small business needs.

2. Personalization is important.

Whether your email marketing strategy is aimed at individuals or other businesses, one thing is certain: people want to feel that their specific needs have been met. Consider your inbox for a moment. If you receive an email that seems too promotional or unrelated to your interests, you are more likely to delete or mark it as spam than you do not read it. If you’re creating an email marketing campaign, make sure your message passes this simple test.

“People just open and react to emails they like, but including their name and workplace is not enough,” said CrazyCall marketing specialist Jakub Kliszczak. “Moving on to the next step, personalizing the email based on the website they’ve been to recently or the things they liked or did recently, is much more powerful. This feeling of familiarity builds trust, which, above all, today, it is the key to creating a relationship “.

To that end, Olga Mykhoparkina, Chanty’s director of marketing, said hyper-personalization is the future of email marketing. While marketers already focus on list segmentation based on broad demographics and psychographics, Mykhoparkina believes most marketers can do better to increase engagement.

“No matter how segmented our lists are, we can always go one step further and make our emails even more personalized,” she said. “The way to make this happen is to add more steps before the actual registration. When subscribers choose an email list, they have to check a few boxes to mark the type of content they want to receive. Maybe this creates additional attrition and decrease registrations, but the registrations we will get will be more involved “.

3. Interactive email will more easily bridge the gap with a sale.

Today, email services are generally relegated to a specific app or web address, but email marketers believe more interactive emails will take the industry by storm in the coming years.

What that means depends on who you ask, but we may start seeing emails that look and work like their miniature web experiences. With features like enticing video content, interactive calls to arms, and instant messaging in emails, email marketing materials could become portals for products or services.

“The more you can create something interactive, the more people will be eager to use it,” said Zarar Ameen, CEO of CANZ Marketing. “There is a lot of room for email marketing to grow in terms of interactivity.”

Such changes to the way email marketing campaigns are created could increase customer engagement and click-through rates. Combined with AI technology, Lewis said, the interactive components could “dynamically insert user-generated content into emails, creating a more compelling narrative and increasing read and engagement rates.”

4. An engaging narrative will guide email marketing.

Everyone loves a good story, and if your small business has one, your email marketing plans should reflect that. Tasmin Lockwood, director of content at Radial Path, said customers want to solidify their relationship with a brand. “[The newsletters] provide information on employees, culture, social awareness and plans for the future,” he said. “As a result, the customer feels like he is traveling with the company.”

Sending newsletters informally not only allows people to connect with your business, it also does so in a way that pops up in an inbox.

“It doesn’t have to be just about your business – at Radial Path, we put together a weekly roundup of news on technology and telecommunications,” said Lockwood. “This shows potential customers that we are up to date on the latest innovations and tech savvy, while strengthening our experience while delivering value to a broader demographic and building a strong and engaged email list. This keeps existing customers in line. funnel, represents added value for new potential customers and, in general, keeps customers engaged without ever visiting your site. ”

5. User-generated content will be more common in marketing emails.

Customers are more likely to buy products recommended by other people. When you include user-generated content in your marketing emails, you demonstrate that real people buy what you sell, and most importantly, they appreciate your product enough to share it with the world.

For user-generated content, you can automatically send post-purchase emails asking customers to leave photo reviews. You can then include these reviews and photos in your emails. You won’t have paid extra money to get this content, which makes it a great form of free email marketing.

6. Data confidentiality will be paramount.

Following the implementation of the General Data Protection Regulation (GDPR) and the changes to the email marketing rules, you must be able to demonstrate that the customers on your email list have consented to receive your emails. . These changes reflect growing customer concerns about data privacy. Addressing this concern can be as simple as claiming that your emails adhere to Payment Card Industry (PCI) compliance and GDPR standards. You should also send emails whenever you change the privacy terms. Along with these updates and every email, there should be opportunities to opt out. That way, if customers are uncomfortable with your data practices, they can unsubscribe and protect their information.

The right email marketing software is important.

The best email software for your business should equip you to manage the future of email marketing. This means that the software should be equipped with features such as customization tools, email activation, segmentation and database maintenance. With these tools, your small business will be ready for the future of email marketing and reach your audience in new, creative and effective ways.

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