Email Marketing and Personalization
Email is dead! You probably have heard it a thousand times before. Think again, Email not only continues to play a significant role in any digital marketing strategy but it is actually still on the rise.
Email marketing has evolved a lot though in recent years as new technologies have become available. Today, more important than ever, is to be relevant. The same tactics that apply for content marketing apply for email marketing as well.
iPlan Digital can help you in your complete Email marketing, from design and content creation to sending and monitoring of your campaigns. We can also jump into your existing efforts, give you a free analysis of your current email marketing efforts and then consult you on how to improve your deliverability and boost your engagement rates and conversions.
We do not offer standard email marketing but can implement advanced systems, for example for 1:1 personalization, the hottest new trend in Email marketing. Keep reading for some of the email marketing techniques that we can implement for you. Speak to us today to find out more.
According to Litmus Email marketing company, Mobile opens accounts for 47 percent of all email opens. Now take into account that that % is typically a good 10% higher in Thailand and you can see your email need to look perfect on any smartphone as this is where probably most people will open it on.
A responsive email template is a must to ensure your message shows up perfectly adapted o each devices size, no matter if it’s a smartphone or tablet. Things to watch out for are for example:
– Use one column email layouts to provide better readability on mobile
– Increase the font size for better readability on smaller screens
– Always have large visible call to action buttons in your emails.
If you haven’t noticed yet, the times of sending “one-size-fits-all” email blasts are over. Sending the same email to 1000 or 100,000 people just doesn’t cut it anymore and it shows in falling engagement rates throughout all industries. Today’s email marketing technology lets you personalize emails to each one of your customers on a 1:1 basis. Track what people are doing on your website, what they are interested in and then personalize emails in a way so that they show only the content that your customers actually want to see.
Retargeting not only works for advertising but also for email marketing, for example in an eCommerce setting. Cart abandonment is one of the largest problems of any eCommerce shop. It means that people put products into their cart but for what ever reason do not complete the checkout process. According to Baymard research cart abandonment rates are usually in the area of 50-70 %. So a huge amount. With retargeting emails you can followup with cart abandoners and remind them of the products they have left in their cart. This process is just as effective as retargeting with advertisements.
Monitoring your email campaigns is one of the most important parts of email marketing. It lets you see who opens and engages with your email and when. You’ll be surprised that an average email list on average has 60-70% inactive subscribers that do not even open your mails anymore. So looking at the subscriber amount is not enough. It only tells half the story if you do not know the list engagement. Further more, because of this fact, email campaigns should be split into active and inactive subscribers. These 2 groups can then be targeted with different types of emails.
This is just one usage scenario of how to utilize email campaign statistics to improve your email marketing efforts.
Email marketing is measurable down to the smallest details. You can track success and determine your exact ROI. This makes it a very easy investment as you know at all times how well or not it is working. Still, you’d be surprised how many people are not measuring their email marketing campaigns which basically means they are tapping in the dark every time they send another email to their customers. Don’t make that mistake.