Despite being almost half a century old, email is still one of the most effective digital marketing techniques as it evolves to stay relevant today.
In short, yes. Despite being just 5 years away from being 50 years old, email is still incredibly important in terms of marketing strategy. If email marketing is done correctly then it can be one of the most effective weapons in your digital marketing arsenal. Email marketing is evolving and, right now, it is going through a revolution of sorts. Whereas in the past, companies would have a list of customer emails that they would send out the same email to, now there are systems that look into customer behavioural patterns and analytics so that emails are now customised, automated and highly targetted towards individuals and their interests. Marketing automation is becoming the “next big thing” in email marketing as well as more interactive emails and emails which include HTML5 videos.
The majority of email blasts you will receive in your inbox from various companies will not usually be tailored to you and so you will likely disregard them and discard them without even reading them. A segmented email database does not do this and instead favours more personalised and relevant content to be sent out to your email recipients. The database will take into account numerous factors depending on what type of email campaigns you are creating and what type of email subscriber list you have (or plan to build). As a B2C example of segmentation amongst a customer list, your shop may track information about the user’s purchase history and spending patterns.
Campaign Monitor have noted a 760% increase in revenue from segmented email campaigns and according to DMA, segmented emails generate 58% of all revenue despite being sent out in much lower quantities than emails “blasts” and it will generally increase customer engagement as well as make your customers see you more favourably due to not filling their inbox with irrelevant emails. 53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact
“It’s 7 times more expensive to get a new customer than retaining an existing one and the average order value for repeat customers is twice as high as for first-time customers.”
For Business to Customer websites (B2C) (e.g. an online shop selling physical goods) segmentation amongst a customer list would include having your shop track information about different users purchase histories and habits and, recognising that the customer only tends to purchase items from a certain category within the website, they will be segmented in the subscriber list for having a particular interest in a certain department. The email software will then send that customer, and customers similar to them, emails regarding the category that they are interested in while not sending emails referring to products that they have never shown any interest in.
As a Business to Business (B2B) company, your list of leads may be segmented into categories such as their role within a company as sending emails to everybody in a company about a service that requires some form of departmental purchasing power would not be relevant to the members of the list who are not in control of that
This means that at DesignSEO, we would segment and slice email subscriber lists to ensure that we craft highly targeted email campaigns that would not be sent out to your entire subscriber list, but just the segments that it is relevant to. This obviously results in higher open rates and click rates on emails, the emails are not disregarded immediately as the user grows aware that the information inside the emails is relevant to them.
Emails have become smarter. Email automation allows for customised email marketing strategies which are more relevant to your customers and we have the solutions which will allow for a wide range of email automation. These custom email marketing strategies include: