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There is a commonality between the various email marketing strategies that I've witnessed at several organizations. It is that emails are dead. Dead in the sense that they are not giving us the results that we expected. No matter how often you crafted some fancy messaging, played around with subject lines, or added an attractive email header, we are left with many, many email templates that leave us hopeless. While we can't completely disregard all of these important parts of building an email campaign, there is still a technical battle we need to face as email marketers.
"Most Popular" Domain
Without being too technical, we have to build trust. Yes, build trust with our audiences but I'm not talking about that. I'm talking about getting the system to trust our email domain. In other words, have a healthy domain reputation as healthy as Taylor Swift's album if you know what I mean. It's like applying for a mortgage where you need to check off all of the right boxes for a financial institution to trust you and lend you a massive loan. In this case, we need the system called, Email Service Providers (ESPs), to trust that your email domain is one it can trust so you can safely send your emails to your email list whose inbox will welcome you with open arms. The checklist is pretty clear and there's no guessing on how to pass. I would list all ten points here but that's not the goal of today's article, so you may learn about that list here by Cognism.
Emails alone aren't enough
In my experience, I've seen emails being a large driver of lead generation, website visits, and event registration. But for this success, they can't be used alone. Your email marketing campaign is a fragment of your integrated marketing campaign. Without those other elements such as search ads, display ads, social media, content, etc., you are left with a vehicle with only one tire. Think of your inbox. How many emails do you receive a in day? Too many to count I assume. But if you, an avid Olaplex user, saw an ad about a 60% off sale on Olaplex products on a sponsored Facebook post, through one of your favourite online influencers, and a flyer that reached your doorstep, it's likely that you would open an email about the sale later on that day. All those other emails will simply be trashed with a simple "select all > delete".
Drip Campaigns
Nailing the right email equation isn't easy, and that equation will vary based on the audience you're engaging with. Don't forget to use A/B testing to see what works best. Set up your KPIs at every stage of the email (opens, clicks throughs, bounces, etc.) to determine any changes needed. And don't forget that you are still speaking to a human. Every email sent to your audience should be tailored to each individual but general enough to optimize the time spent building out each email. Drip campaigns are a wonderful way to ease your audience into accepting your emails as a form of communication and relationship-building between you and them. These can be automated and based on someone's actions or demographic, you can automate the email sequence in which the user will follow.
Emails and Beyond
I have yet to see the next big thing in email marketing. The creativity in emails has been stagnant but I know there's room to grow. It would be neat to see emails that are interactive but the only caveat is the email platform itself. Platforms such as Gmail, Outlook, and Mail don't have the capability to display beyond flat images and gifs. No fancy scrolls or hovers. Nothing more than your dated digital letter. I have hope for some growth within email capabilities, as we have seen cool creative ways direct mail has grown like this KitKat mail spoof.
Elevating your email marketing strategy requires a thoughtful approach that considers the nuances of effective communication. By beating the ESP system, using emails in an integrated campaign, and trying something new, you can enhance the impact of your email campaigns. But also remember that the key lies in resonating with your audience, providing value, and building relationships. Implementing these tips will not only improve open and click-through rates but also contribute to the overall success of your marketing endeavors. As you navigate the dynamic landscape of digital marketing, continually refine your approach and stay attuned to the evolving needs and preferences of your audience.
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