Email Marketing in 2023: Why it's More Important Than Ever Before
Is email marketing still important in 2023?
Email marketing has been around for decades, and it’s still one of the most effective marketing channels available. In fact, as we head into 2023, email marketing has become more important than ever before. Here’s why.
Personalisation is Key
Consumers today expect personalised experiences, and email marketing is the perfect way to deliver them. With advanced segmentation and automation tools, you can send targeted messages to specific groups of subscribers based on their interests, behaviour, and other data points. By delivering personalised content, you’ll see higher open rates, click-through rates, and conversions, and also make your customer journey improve.
Email is Mobile-Friendly
With more and more people accessing their email on mobile devices, it’s crucial that you follow email marketing trends and that your email marketing campaigns are optimised for mobile to improve the customer experience. In fact, over 80% of average email users access their email address on a mobile device. By ensuring your emails look great on any device, including smartphone users, you’ll see better engagement rates and more conversions.
Email marketing has consistently delivered high returns on investment (ROI) over the years, and that trend is expected to continue in 2023. According to a study by Campaign Monitor, for every £1 spent on email marketing, the average return (ROI) is £44. That’s a staggering return that’s hard to ignore from email marketing efforts. With the right strategy and tools in place, email marketing and social media marketing can deliver impressive results for your business and decrease unsubscribe rates.
Email marketing can be used to achieve a variety of business goals, including:
Lead generation: Email marketing can be used to generate leads and build your email list, which can then be nurtured with targeted messaging to convert them into paying customers all from their email inboxes.
Customer acquisition: By targeting potential customers with relevant messaging, email marketing can help to acquire new customers and grow your customer base, using email segmentation integrated with this will help a lot
Brand awareness: if you want to increase your average click-through rates, consistent email messaging can help to keep your brand top of mind with your audience, leading to increased brand recognition and awareness, decreasing potential privacy concerns
Overall, the benefits of email marketing can be an effective tool for businesses to achieve a range of goals, from generating leads and acquiring new customers to increasing sales, building loyalty, decreasing bounce rates, and enhancing brand awareness whilst improving user experience. It’s important to set clear goals and objectives for your email marketing campaigns to ensure they are aligned with your overall business strategy.
New Technologies and Tactics
As technology continues to advance, so too do email marketing, email service providers, and email software, In 2023, we can expect to see new email trends, tactics, and technologies emerge, such as:
AI-powered personalisation: Artificial intelligence can help automate and personalise your email campaigns, resulting in more relevant and effective messages, which can be especially useful in email subjects to gain your user’s attention. this can be a very effective email marketing tool.
Interactive emails: Instead of static content, interactive content in emails allows subscribers to engage with your content right within the email itself, a useful way to do this is with hyper – personalisation
Advanced automation: With advanced automation tools, you can trigger emails based on a variety of actions and events, such as abandoned carts, website behavior, and more, which is a useful tool for email newsletters or transactional emails where you may have email subscribers or current customers.
Promotional emails: Promotional emails are easy for recipients to forward to their friends and family, increasing your reach and potential customer base. Promotional emails are also an affordable way to reach a large audience and promote user-generated content with your email content, which can further increase customer engagement. compared to traditional advertising methods such as television or print advertising.
In email marketing, customers are the primary target audience for promotional messages. An email marketer’s goal is to send personalised and relevant messages that speak to their needs and interests, with the ultimate objective of converting them into paying customers. Segmenting your marketing email list based on customer demographics, preferences, and behavior allows you to send personalised messages that are more likely to resonate with them and use catchy subject lines to engage them. Personalising your email messages with the customer’s name, purchase history, or location can make them feel more valued and engaged with your brand (birthday emails can also help with this). There are a lot of forms of marketing but your email messages should clearly communicate the value proposition of your product or service, emphasising how it can meet the customer’s needs or solve their pain points.
Email marketing has been a reliable marketing channel for decades, and it’s not going away anytime soon. In fact, as we head into 2023, email marketing has become more important than ever before. By delivering personalised, mobile-friendly content, you can see higher engagement rates, conversions, customer loyalty, and ROI. And with new technologies and tactics on the horizon for creating an effective email marketing strategy, the future of email marketing is looking bright. Email marketing is something NowSkills covers within our Level 3 Digital Marketing apprenticeship, if this sounds interesting to you, follow this link
Written by Hannah Dobson
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