According to MarketingSherpa, 72 percent of those surveyed named email as their preferred method of communication from businesses. And Forrester Research reports that 89% of marketers said email was their primary channel for lead generation. Email is a beloved communications channel for companies and their customers and prospects alike, but it's also changing with the times. If you're looking to spruce up your email campaigns and be more effective in your efforts, here are four email marketing trends to try:
1. Personalization. Personalization has been a part of the savvy marketer's toolkit for a few years, but is now exploding in popularity due to customer and prospect demand. Email recipients today expect messages that feel like they were aimed directly at them, even if it is a bulk email. Using ClickDimensions, you can personalize emails with details like a recipient's name, the city where they live, the name of your event they just attended, their current number of customer loyalty points or a wide variety of other options. It's a quick and easy way to add a personal touch to your company's messages, and a great way to get started with adding personalized elements to your emails.
2. Dynamic content. Dynamic content takes personalization to the next level, displaying different content for different individuals based on a field in the recipient's CRM contact record. So if your company does business internationally, for example, you could display one image for recipients in the United States and a different image for those in Japan, or change the language used in the email based on the recipient's location. You could also change the content based on the recipient's gender, industry or practically any other information you have available in CRM. We get a fair amount of questions about dynamic content at ClickDimensions, so we've featured a few posts about it on our blog, two of which you can read here and here.
3. Nurture campaigns. If you're starting to sense a theme among these trends so far, it's that personal touches matter in email marketing today. Being in the right place at the right time has always been advantageous for businesses, and nurture marketing allows marketers to achieve exactly that. Automated nurture programs include decision points and actions based on how the recipient interacts with your message, allowing for a customized email experience. For example, if an individual shows interest in a particular product by clicking a link in an email, you could then send them on a path within a ClickDimensions campaign automation to receive additional emails about that product or related items. The result? According to Annuitas Group, nurtured leads make 47% larger purchases than non-nurtured leads.
4. Focus on content. Email shows no signs of decreasing in quantity, but the quality of email messages is certainly increasing. With the sheer volume of emails that people receive today, businesses have to stand out from the crowded inbox to get recipients to take action. From the words in the subject line and the preheader text to the images and words chosen for the body of the email, marketers are now focusing on delivering high-quality email marketing content. They're accomplishing this with eye-catching images and GIFs and compelling copy that, while word count varies according to email type, is as concise as possible and broken into easily-digestible short text blocks – and you can too!
If you want to take a deeper dive into all things email marketing, be sure to check out our free eBook, Your Passport to the World of Email Marketing.