The recent pandemic has changed the way businesses and companies used to operate. It is safe to say that some of these changes will continue to affect businesses in the long term. In fact, some experts believe that certain industries will never be the same again. In the past one and a half years, digital has taken center stage as businesses from various industry verticals have shifted to online marketing strategies and eCommerce platforms to survive and thrive during the pandemic. As we enter the recovery phase, knowing what works and what does not work for your business is essential. In this blog, we look at one of the time-tested marketing strategies, i.e., email marketing.
Studies show that email open rates rose during the pandemic. According to recent marketing trends, the power of email marketing increased in 2020. You, too, can join the bandwagon and cash in on this growing trend. You just need to map out the right strategy that works for you.
Strategies for Email Marketing Success
You can choose any marketing strategy depending on your company size, sector, digital maturity, and business success rate during the pandemic.
1. Seek to Hyper-personalize Your Emails
Technological improvement has made marketing more personalized, which is the key to email marketing success. Personalizing marketing emails by creating contextualized and targeted email campaigns using customer data has a higher chance of engaging readers.
Nowadays, email marketing BPOs can customize an email based on a user’s geographic location, age, gender, career, civil status, or other readily available information. So, email today can be infused with a recipient’s name, birthday, email address, purchase orders, and so on.
2. Design Omnichannel Strategies
Omnichannel marketing is gaining traction in the post-pandemic scene. It allows you to remind your customers about deals, offers, subscriptions, and cart entries through various touchpoints. Email is one of the most potent marketing tools in this digital age. Therefore, email marketing can be paired with all other channels to strengthen your specific messages and campaigns.
E-commerce companies have already started using omnichannel strategies for their marketing campaigns. However, businesses from other industry verticals can also join the bandwagon and maximize their reach using this strategy. For example, travel and hospitality businesses can use an email marketing call center with omnichannel expertise to improve their recall and boost their sales.
3. Focus on Text-Only Emails
While visually appealing newsletters and posters are instant eye-catchers, they go heavy on the graphics, and it can reduce the effectiveness of an email campaign as your email’s message gets lost in all the graphics. That is why creating text emails with high-quality copywriting that resonates with your prospects is important. However, not every email marketing company has mastered writing text-only emails. Therefore, you must look for an outsourced team that can create text-only and graphical emails to outsource your marketing campaign.
Another reason for choosing text emails over graphic ones is that email services like Gmail are programmed to push these image-heavy emails into the promotions tab or spam. Text-only emails appear more authentic and are more likely to land on the primary tab. They also get better responses on occasion. According to statistics, text-only emails can have up to 17% higher click-through rates.
So, to increase the overall performance of your email campaigns, it is always better to balance graphic and text-only emails.
4. Make Good Use of Automation and Drip Marketing
Combining drip marketing and automation can increase the success rate of your email campaigns. Drip marketing can help you funnel and segment recipients and send individual emails based on their actions.
Here is an example- one of your email subscribers clicks on a particular product/ service page on your website. Using an automated drip marketing sequence, you can send emails that provide the recipient with more information about the product or service and even offer them a discount coupon.
Thus, automation can help marketers save time and energy. Once you have the right email marketing call center as your email campaign partner, they can help you set up a drip marketing and email segmentation automation that can run like clockwork without manual supervision.
5. Build Long-Term Customer Relationships
The best part of email marketing is that you can speak to your subscribers as long as they remain on your brand’s email list. However, many companies tend to market to customers only once and end the relationship there. That is as bad as leaving money on the table. Once a customer purchases from your business, the chance of a follow-up purchase increases.
Instead, when email marketers can deploy email campaigns to follow up, get feedback, and even upsell other products to their customers and create long-term relationships with them. For example, software as a service (SaaS) companies that offer subscriptions to their products can create automated sequences that send email reminders when a customer becomes inactive on a platform or their subscription date is about to expire. Teaming up with the right email marketing call center can allow these businesses to focus on building the lifetime value of a customer and not just create a stand-alone relationship.
The Future of Email Marketing and How an Outsourced Team Can Help
In the age of the new normal, it is hard to predict something surely. However, looking at recent marketing trends can give you an idea of what trends to follow and what can help businesses get ahead. However, some likely trends can help marketers and business owners stay on top of their game.
From 293.6 billion emails sent daily in 2019 to 306.4 billion emails sent daily in 2020, we see a rise in overall email marketing. As per Statista, by the end of 2025, emails sent daily by companies will reach 376.4 billion. So, it is safe to say that no matter how digital marketing excels post-pandemic, email marketing is here to stay for a long time. So, it is wise to team up with an email marketing call center to maximize the benefit of email marketing for your business.
