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12 Nov

Your Guide to New Age Email Marketing

When emails came into existence back in the 1990s, it was a painstaking process to go through your inbox. You first had to bear with a series of beeps and dashes before your computer connected to the internet, and then wait as each page took its own time to load. Today however, emails have become the fastest method of communication. People who are attached to their smartphones are more likely to reply to you via email than return a missed phone call. This constant need of ours, to always have access to the internet and our emails has helped shape the world of email marketing.

In our digital world, where things are continuously changing and upgrading, you need to make sure that you are always up-to-date with the best email marketing tips and tricks to ensure that your strategy is working. The email marketing approach you used 6 months ago may have been successful then, but that doesn’t necessarily mean it is successful now. If you’re ready to rethink and revamp your digital marketing strategy, then here are some top tips for email marketing:

1. Embrace Little Data: A poll conducted by Campaigner in November 2015 showed that a majority of e-mail marketers preferred using smaller or segmented data known as little data, in their marketing strategy. According to the poll, little data provides companies with better insight into the lives of their leads, making it far more useful than big data. Little data can provide you with specific information on your target audiences, industry verticals and existing customers, allowing you to streamline your marketing strategy and make it more effective. Little data gives you the information you require to understand your clients better. When you know what your clients are looking for, you can work on email marketing retargeting, and change the kind of emails each client receives to make your marketing plan more effective. Along with little data, predictive analysis is also playing a big role in the email marketing sphere.

2. Make It Personal: One of the easiest ways to improve your click through rate (CTR) is by personalising your emails. We don’t just mean adding the name of the person in the body of the email; we’re talking about making sure that you only send emails to a client if you’re sure they’re interested in it. With the help of big data, and the information gathered by social networking sites like Facebook and LinkedIn, you can easily get an understanding of the kind of products that your clients are interested in and send personalised triggered emails.

3. Open Big: It’s incredibly important to make a lasting impression when you interact with your client via email for the first time. Once a client signs up for your email services, you need to show them that your emails are worth it, and they haven’t made a mistake. If a client has chosen to sign up with you over your competitors, let them know you’re thankful. Your welcome mail should always start with a small (or big, depending on design) thank you. Add in a few features about your brand that make you truly unique, and set the tone for the rest of your communications.

4. Analyse Your Data: Once you have an email marketing strategy in place, you need to know if it is working or not. You can keep a track of your click through rate, conversion rate, bounce rate, list growth rate and email sharing or forwarding rate. This will help give you an idea of what kind of emails your leads are interacting with, and what is driving them to purchase items or fill up the data generation forms, or complete any action you would like them to complete. Tracking these metrics will help you change and modify your marketing strategy based on how clients are interacting with your emails and your website. If you have a number of leads showing up to your page, and putting items in their cart but leaving before check out, think about integrating remarketing email marketing in your strategy. This allows you to send targeted emails to leads, reminding them that they have items left in their cart, and hopefully encouraging them to buy it.

Although many people are of the notion that email marketing is on its way out, they couldn’t be further from the truth. Emails continue to be the easiest and fastest way to communicate with clients, and if you’re looking at remarketing your email marketing strategy, these tips are sure to lead you in the right direction.

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