Everybody may be talking about witty tweets, quick-tip videos, and memorable memes, but there is one marketing tool that remains powerful after all these years: emails.
But an effective email marketing strategy in the 2000s may not work in 2019 anymore. Chances are, sales offer sent to inboxes will be marked as spam and forever left unopened. In March 2019, spam messages accounted for 56%[1] percent of global email traffic. The challenge is to develop email campaigns[2] that are as appealing and informative as other marketing tools heavily consumed in this age of social media and apps.
Times have changed, and so are email marketing trends. Know what works and what does not. Here is a roundup of 12 effective email marketing tactics you should know about.
1. Truly connect with your audience
At one point in your online life, you may have received tons of offers to buy to join a matchmaking community for veterans or something that’s not even remotely connected to you or your interests. Random mass email blasts like these don’t benefit anyone.
Create an email marketing campaign that connects with your readers. You can do this by dividing your email list into more targeted groups. The Annual Email Optimizer Report[3] by Lyris found numerous benefits of email list segmentation including increased open rates, greater email relevance, and lower opt-out or unsubscribe rates.
You may segment the readers based on age, gender, and location. This will help ensure that you’re sending the right communication to the right people.
Check out this example of a geographically segmented email by UBER for Chicago
2. Customize your blasts
Email marketing tools, like tweets and Instagram[4] ads, should speak directly to a specific reader. There is no better way of doing this than by customizing the content of your emails.