Pushing the envelope of email marketing: 2017 edition

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With its remarkable statistics, high conversion rates and steady ROI, email has established itself as a mainstay in the marketing toolbox. Even the almighty social media platforms bow at the feet of email marketing (read our blog post on the battle between social media and email here). The fact is email is the dark horse that will never let you down. So what’s next in the dazzling future of email marketing?

Interactive emails FTW!

In 2016, interactive emails made their grand debut and boy, was it a doozy! For the first time, emails were actually fun, interesting and made people want to read more. The use of awesome visuals, cool GIFs and even emojis brought emails to life and injected a touch of personalisation. But apart from adding a zing, interactivity also helps bring some of the interactions that would normally happen on the landing page into the email. This enhances the user experience, which in turn, increases engagement and boosts conversion – a win, win, win situation.

future of email marketing

Email + social media = MFEO

According to Nonprofit Hub, emails with social-sharing buttons increase click-through rates by up to 150%. Here’s another fun fact: 44% of millennials have reported that they frequently share content for marketing emails on social media. If these figures can’t convince you of social media integration, nothing will. Think about it. If you’ve got a great campaign going on Facebook or Instagram, you can follow that up with an email that contains all the details and descriptions of what’s happening. It also works the other way around. Using live social media feeds in your emails helps add a pinch of spice and keeps your audience updated on the latest happenings. That way, no one misses out on the fun. By merging these two powerful mediums, you combine the sex appeal of Instagram and Snapchat with the conventional wisdom of email marketing.

Personalisation v2.0

When marketers first started sending out first-name emails, people were impressed and even honoured to be on the receiving end of such personalised communication. But that’s just the tip of the iceberg. Today, personalisation goes far beyond that. We’re talking extensive and in-depth understanding of your target audience’s demographic, firmographic, behavioural and psychographic data. The key is to gather as much information as you can to build a buyer persona. Once you’ve created your target profile, you can use algorithms and geo-tagging to find out where and what your audience is going to be doing next to craft custom emails that serve their needs.

TL;DR

In today’s fast-paced world, nobody has the time or patience to read long-form content. And with the rise of mobile, this rings even more true. Imagine having to read a 2,000-word article on your tiny smartphone screen. Not gonna happen. The fact is mobile has shifted the way people consume content, and that includes emails. The key is to keep your messages, short, sweet and to the point. If you really have to write a long lengthy article, do it in a blog, then create an email that contains all of the highlights with a link to the post for the full story. Remember, it’s not the quantity but the quality.

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Wrapping it up

As you can see, from personalisation to integration, there are so many ways to push the envelope of your email marketing campaigns. To make your email stand out in the inbox, all you need is to think out of the box (and BuildMyEmails.com, of course).

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POSTED BY SHEVON PERERA

Head Honcho and Key Strategist. Highly skilled in marketing strategies, branding and UX design.


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