Email marketing is now, and probably always will be, one of the best ways to engage and reconnect with your target audience. It’s a potent marketing tool, but staying current with the latest trends is an essential component to properly implementing it.
There has never been a better time in the history of email marketing to up your game and streamline your strategy. Everyone is taking to the internet to conduct daily business, communicate with family and friends, search for services, and make retail purchases. Now is the time to connect, and taking advantage of everything that email marketing has to offer is the way to do it.
Social Media Integration
Email marketing is a fantastic way to up your engagement on social media. According to recent studies, business owners and digital marketers alike feel the places they have room to grow their strategy and customer reach are social media and email marketing.
Luckily, by working closely with your digital marketing team, you can integrate email marketing with your social media strategy to take things to the next level. Start by assessing where you are already combining social media and email marketing, as well as the social media goals you want to reach.
From there, you can sync your editorial calendars and get everyone on the same page (try tools like Asana or Trello), and begin to plug your social media pages within your client email blasts. Also, encouraging your social media followers to subscribe to your email list or newsletter will drum up more traffic to your website.
Upload Email Subscribers to Social Platforms
One of the best ways to amp up your email marketing strategy, and really make it worth every moment of your time, is to upload your subscriber list to your social platforms. When you do this, you can follow your subscribers and create an ad campaign that markets directly to them.
Not only does this tactic help you put a name, face, and location to your subscribers, but you’ll know more about what they’re excited about, what products get them talking, and what other brands in which they love and subscribe. It’s a significant part of social media integration, but if you choose one component of social platforms to boost your email marketing reach, let it be this one.
Correctly Implement Access to Voice Interfaces
Voice interfaces are the future of digital marketing. Understanding how to infuse your marketing strategy, not restricted to emails, is essential to the long-run success of your company. Artificial intelligence (think Alexa, Siri, and Google Assistant) is slowly taking over many common internet searches, such as nearby restaurants and shops.
As technology evolves, so must the marketers. It is notoriously hard for a marketing strategy to meet the demands of voice search because every person on the planet articulates differently. However, beginning to understand what it entails and focusing on its application is vital to search engine optimization and marketing strategy survival.
Employ User-Generated Content
User-generated content is key to a successful email marketing (and social media) campaign because it’s essentially a showcase of your product or service by those who use or have purchased it. To get a grasp on what user-generated content should look like, all you’ve got to do is open your Instagram and search within the beauty niche.
From influencers to everyday Insta users, people are taking to social media to share their love for the products they use on a global level. This aspect of content creation is just fine because potential consumers want to see content from your customers more than they want to see it from you.
Each popular platform differs in the type of user-generated content that you want to share. For example, Facebook is a fantastic place for video, while Twitter thrives off images. Snapchat and Instagram are perfect for sharing brand stories that feature current clients.
The bottom line here is to intertwine your customer base into your marketing strategy by using the content they create in favour of your products. With user-generated content, you’re pulling the plug on uploading yourself talking up your brand every day, and you’re letting your product or service line speak for itself.
Provide Accessibility for all Readers
Your marketing team must keep in mind that almost everyone uses the internet. We think of inclusivity in terms of language, design, and video creation, and it’s time to bring your email marketing strategy up to that level.
Those with both cognitive and physical disabilities require a specific approach, and there are ways to begin implementation right now that won’t interfere in the least with your strategy as is. It’s beyond simple to reach a broader demographic of readers, by merely employing larger fonts, ensuring your content remains in a logical order and putting captions on every single video you upload.
Know Your Open Rates
Your open rate, in simple terms, is the number of subscribers that have opened your email when it appears in their inbox. Keeping tabs on your open rate, or your number of unique email opens divided by your number of emails sent minus bounces, will help you understand your clientele.
From your open rate, you can retarget, remarket, and make necessary changes to your marketing campaign that may not be working with your current subscribers. Your digital marketing team can use this information to engage existing clients, including those that have never purchased, and draw in new.
Also, it never hurts to remove the subscribers that never open your emails, because a spam label is the last thing your brand needs.
Email Marketing Stands Strong
There is no question that email marketing remains an engagement and customer reach powerhouse as 2020 closes and we head into a new year. From abandoned cart emails to remarketing campaigns, there are so many ways to implement email marketing in a way that will help your brand streamline its audience and blow the top off of conversion rates.
Never underestimate the power of a great email.