Email marketing has been around for years and over the last 10 years we have worked with some of the largest companies in the UK taking control of their campaigns, learning new techniques, seeing trends and analysing huge masses of data for great UX practice.
2019 is a great year for your organisation to expand on your email marketing. No matter what business sector or industry your target market is, there are plenty of solutions.
According to the Internet Live Stats 2,847,278 emails are sent every second, times that by one hour, and look at the numbers! As long as you are gathering emails legally through your customer base or online store, you are building the prefect audience list to re-market your products & services.
Here are our top tips for email marketing in 2019:
Segmentation & audience lists
Around 5 years ago, splitting or segmented based mailing lists were mainly based on age and demographics. With increase in competition and user expectations, you need to segment your data beyond these filters. So adding more data into your lists such as customer spending brackets, what the customer searched for, past purchased items and wish-list attributes will all provide a better conversion as you can dynamically change the content of the email to suit the segment. Also changing the call-to-action in the main email header depending on the segment will assist with these conversions.
Use dynamic content and variables in your emails to personalise the experience. If you have account data on that subscriber for example names, DOB’s, favourite categories, loyalty points, location-based data and more, use these variables in your content. The more bespoke your email is to the end user, the more personal the experience.
Automation & AI
It is possible with new integrations, software and APIs to make your email marketing easier to manage. Automation and AI can assist in speeding up the process for you. You can plug different integrations into eCommerce sites, CRMs, static sites, mobile applications and more. Then link them to your analytics, accounts and database structures to set up automated learning and triggers.
Depending on where the customer is interacting on your site or app, you can send that data trigger into different automated lists. A perfect example would be a customer who purchases a toilet from your online store. You could set up some automation to up-sell a sink or bathroom accessory a few days after their purchase and then setup an automated review 7 days after their purchase.
Design & Composition
Emails are no longer limited to the standard column layout. Your subscribers may be bored of seeing similar promotional emails all the time so why not mix it up? Try defamiliarising them by designing an innovative email and see how it works for your brand. Try the use of animated GIFs (we know theses are from the 90’s but they can look really cool). Use emojis in your subject lines too and base your structural design on good UI/UX practices.
- Make sure you don’t spam people and check your email using a spam checker.
- Make sure you have permission to send these emails. Comply to GDPR regulations and the data you keep in your segments.
- Test Test Test – if you are doing some funky design, make sure it’s going to work in all browsers.
- Split Testing (A/B) – Test different designs to see whats more effective.
- Analyse and learn – use heat-maps and analytics to see whats working best for your company.
- Keep to a structured plan, use automation and manual targeting.
If you need any advice or would like assistance in increasing your email marketing strategy, please contact us today. We can assist on software, integrations, design and more.