Why Automated and Personalized Email Marketing Matters, Marketing & Advertising News, ET BrandEquity
Think email marketing is outdated? Done and dusted? Well, many might think that way, but the actual scenario is quite different.
Email marketing, as we know, continues to be a highly profitable marketing channel and remains one of the most effective ways to reach your potential customer. Sending e-mails is very simple and offers an impressive return on investment.
And when it comes to automated email marketing, what needs to be done is some initial setup or homework and once that’s done right, the rest of the push email process works like a well-choreographed machine and allows you to focus your energies on your other priorities. Moreover, email marketing automation also means that you can send personalized messages and modify the messages according to your needs, for your specific recipients, without hassle.
It is therefore very necessary that your email marketing game is market-ready. Here are some more reasons!
Inboxes are busy places and it’s not easy to cut through the noise. If you want readers to open, read, and engage with your emails, you have to do something to stand out, and standing out means sending the most relevant message at the right time, to the right person, in a personalized way. Brands that personalize promotional marketing emails experience 27% higher unique click-through rates and 11% higher open rates than those that don’t (Source – Experian). Email personalization doesn’t guarantee immediate success, but if you don’t send personalized messages, you’re likely to miss your target!
Winning potential customers or winning back your old customers is possible when you provide an engaging experience. Converting missed opportunities into opportunities to strengthen the customer relationship should be the main objective. Never overlook anything, such as triggering an immediate follow-up email after a user abandons their online shopping cart, to remind them of their forgotten products and check if they need further assistance to finalize its purchase. There is a very good chance of bringing that customer back to your store and possibly having them complete their purchase as well.
Engaging your contact list is simple and very profitable when you practice proper use of the list and maintain it well. As you build more personalized relationships with your contacts, engagement will increase as well as conversion rates, simultaneously lowering the cost per email.
One of Google’s reports indicates that people tend to check their emails more on their mobile devices than on other devices. In 2019 alone, 63.4% of web page views were on mobile devices. Can you imagine the next five years? So, after looking at these stats, it’s no surprise that people are shopping online, consuming content on social media, and reading email on their cellphones. Email marketing on mobile devices is like someone opening your email and deciding in 5 seconds if it’s a good mobile experience and that’s the decision point, where you as a brand win or lose. You can have the best content used in your email, but if the user doesn’t like it, your email is history, and that’s why mobile device consideration is important. crucial importance.
Optimizing delivery times is another critical element, as getting your emails to their recipients when they’re most likely to open and read them can make a huge difference to your engagement rates. opening and converting. So here’s where the right thing at the right time rule applies when you’re sending the right email to the right audience at the exact time the user is most likely to open your mail.
We have seen in recent days that it was necessary and that you could switch your business to digital. Worldwide, there are 4.1 billion email users! Also, another report says email marketing converts 40% better than social media and if you think email is dead, you might want to think again. Email marketing is here to stay, and it’s definitely an essential part of any marketer’s arsenal. The only caveat is that email marketing cannot be lazy carpet-bomb type marketing, but must be planned smartly, with a high level of personalization and automation, to be most effective for your business. business.
(The author is co-CEO of Mirum. Opinions expressed are personal)