Here’s why

Email is not “dead” or on the way out. In reality, the digital behemoth just keeps growing, despite claims of its imminent demise. Email has continued to roll with the punches year after year, and with a 4,400% ROI (or $44 for every $1 spent) email services continue to boom.

10 Years of Email and the Evolution of Mobile

Since 2009, email has continued to grow exponentially, with the evolution of the mobile phone.

In 2019, over 281 billion emails are sent each day with 53% of emails opened on mobile devices.

And yet, that oversaturation has done nothing to dampen email’s ability to engage or retain customers with over “60% of customers have made a purchase online as a direct result of an email.”

Email as a Tool for More Effective Marketing

Marketers consistently rank email as the single most effective tactic for raising brand awareness, lead acquisition, conversion, and retention. According to an Adobe study from 2018, “60% of customers … prefer to be contacted by brands via email.

Really effective and really bad uses of email can be found all over the Internet, and especially in your own inbox, so keep your eyes open for inspiration similar to the ones discussed below.

Is Still King

Whether you’re a big brand or a small business just starting out, personalization is a facet of email marketing that should be integrated into all of your campaigns, in one way or another.

In order to really personalize messaging for your customers, it’s important to consider who they are and where they are on their path to purchase and what campaigns will resonate with them.

The more you segment your audience and learn from them will be based on more data you will be collecting, which will allow you to better target customers. A simple variable tag can take an email to the next level.

Engage and Nurture Leads More Easily With Email

If your leads aren’t at that final stage in your funnel or have maybe backed out after raising their hand, it may be time to create a lead nurturing or drip campaign.

About 66% of customers have made a purchase online as a direct result of an email.

A drip campaign can include welcome series emails, top-of-mind drips, or re-engagement drips, among others, and works to introduce products and encourage leads to continue to the sales process. An automated drip sequence can engage your customers, while also sending them further down the customer journey and hopefully resulting in a sale.

A nurture campaign requires the same level of segmentation, personalized content, and unique calls to action. Lead nurture campaigns focus on re-engaging customers who have already expressed interest in your product by either filling out a contact form or reading one of your targeted case studies. Lead nurturing emails are a way to build trust with your customer until they’re ready to fully make a purchase.

The Privacy Expectation and Emails

New data laws may seem inconvenient or a detriment to marketing, but more and more official rulings are based on protections and citizen’s which needs to be respected.

Focusing on working with cyber security and data privacy agencies will ensure that your emails not only delight your customers, but protect their personal information and build trust, as well — a winning combo for all.

Overall, email will continue to be a great asset in any business’ marketing strategy, whether they capitalize on building more segmented lists with an emphasis on personalized content or nurturing leads with content that makes them take the next step.

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