What techniques to improve email marketing
Email marketing remains one of the most effective strategies for engaging consumers. Despite the rapid changes in digital marketing, this tactic remains extremely popular and sought after by professionals. Advances in technology are helping to improve email marketing approaches. This increases the relevance of the strategy for different business sectors.
For the B2B sector, email marketing is the most in-demand strategy. More than 73% of professionals use it to build long-term relationships with customers. At the same time, the tactic also proves its effectiveness in the B2C model.
The tendency to reduce the concentration of users’ attention has an impact on promotional methods. This also applies to e-newsletters: messages should be concise and clear. Special attention should be paid to the design and content of emails. Marketers recommend taking into account the following parameters:
- personalised emails increase the opening rate by 26%;
- an attractive headline and subject line help to raise user interest;
- the email should necessarily contain calls to action;
- special attention should be paid to visual design, the presence of images, graphics and other elements.
The combination of the above parameters helps to build a strong relationship with the target audience. This, in turn, contributes to increased engagement and high open rates.
Importance of segmentation
Audience segmentation is a key factor in creating a personalised email newsletter. By categorising consumers based on their preferences, content can be tailored. This makes the marketing message as relevant as possible to each segment.
Hyper-personalisation helps structure data sets to better understand consumers. This strategy enhances the likelihood that the marketing message is tailored to the needs and wants of each segment.
The following tips will help you improve your segmentation:
- Tailoring content with the industry in mind. Each industry has its pain points and needs. It is therefore essential to create messages that are relevant to each segment.
- Segmentation should be based on roles in the organisation – it’s best to start with senior positions.
- Behavioural data from past interactions will help you get to know your audience better.
- Accompanying the customer at every touchpoint strengthens the relationship.
- Customer surveys can assist you in understanding preferences and interests. These can be used to create personalised messages.
AI-based digital tools are effective tools for implementing email marketing strategies. They collect and analyse customer data and automate the sending process.
It is also important to regularly track the progress of the strategy. Key metrics such as open rates, click-through rates, conversion rates and others should be highlighted. This information will help you understand which message is most effective for a particular audience. Regular analysis will also allow you to adjust your approach in time to improve the impact of your efforts.
