Written by Torie Mathis, Digital Marketing Coach
Torie Mathis helps entrepreneurs, like you, use digital marketing to grow their business without wasting time, money, or your sanity. She is a best-selling author, Army veteran, speaker + trainer, and digital marketing coach.
There’s a marketing channel that's been around for a while but is far from outdated, and it’s time we revisit it—it’s email marketing. Despite the rise of social media and other digital marketing platforms, email continues to be an incredibly effective tool for reaching customers directly and personally. In fact, according to a study by the Data & Marketing Association, email marketing has an average return on investment of $42 for every $1 spent, which is significantly higher than many other marketing channels. So, how can we do email marketing better today than we did in the past? Let’s dive into five innovative strategies to revamp your email campaigns.
1. Personalization beyond first names
Why it matters: Gone are the days when simply addressing your customer by their first name was enough to stand out. Today’s consumers expect communications tailored to their needs and preferences. Personalization now means using behavioral data to create emails that resonate deeply with each subscriber.
How to implement: Start by segmenting your email list based on user behavior such as past purchases, browsing history, and interaction with previous emails. Use this information to tailor the content, deals, and product recommendations in your emails to match the interests and needs of different segments.
Benefits: More precise targeting means higher engagement rates, increased customer satisfaction, and better conversion rates. According to Campaign Monitor, emails with personalized subject lines are 26% more likely to be opened.
2. Interactive email content
Why it matters: Interactive emails are a step up from traditional static messages. They involve the subscriber directly by encouraging them to interact within the email itself, which can significantly enhance engagement and entertainment.
How to implement: Incorporate elements like image carousels, polls, surveys, or interactive infographics within your emails. Tools like AMP for Email are making these dynamic emails easier to create and more functional across email platforms.
Benefits: Interactive emails not only make your content more engaging but also increase the time subscribers spend with your email, improving the chances of driving conversions directly from the email.
3. Automated email campaigns
Why it matters: Automation allows for timely and relevant communication with subscribers without requiring constant manual input. Automated emails can help nurture leads, welcome new subscribers, or re-engage dormant ones.
How to implement: Set up trigger-based emails that automatically send when a user performs a specific action, like downloading a resource, making a purchase, or abandoning a cart. These timely messages can guide the user through the customer journey effectively.
Benefits: Automated emails are incredibly efficient at maintaining regular contact with subscribers and providing them with useful information exactly when they need it. They are shown to result in 119% higher click rates compared to broadcast emails, according to Campaign Monitor.
4. Using advanced email marketing software
Why it matters: The right tools can make or break your email marketing strategy and for this reason we love using Kartra. Kartra isn’t just an email platform; it’s an all-in-one business platform that integrates email marketing with other functionalities like web hosting, landing pages, CRM, and more.
How to implement: Leverage Kartra’s comprehensive suite to not only send emails but also to create funnels that guide the user from the first contact to the final sale. Its rich segmentation capabilities allow you to tailor your outreach based on detailed subscriber data.
Benefits: Kartra provides detailed analytics and testing capabilities, so you can continuously optimize your campaigns. Its integrated approach ensures that your email strategies work seamlessly with other marketing activities, enhancing overall effectiveness and ROI.
5. Mobile-first email design
Why it matters: With over 50% of all emails opened on mobile devices, it’s crucial that your email campaigns are designed to look great and function well on smaller screens.
How to implement: Use responsive design templates that adjust to the size of the device screen. Keep the design simple, with large fonts and clear calls to action. Test your emails on different devices to ensure they are readable and engaging.
Benefits: Mobile-optimized emails provide a better user experience, leading to higher engagement rates. Subscribers are more likely to read through and interact with content that is easy to navigate on their device.
By embracing these modern email marketing strategies, you can ensure that your campaigns are not only current but also more effective. Email marketing remains a powerful tool for connecting with customers on a personal level—make sure you're utilizing it to its full potential to grow your business and strengthen your customer relationships.
Torie Mathis, Digital Marketing Coach
Torie Mathis helps entrepreneurs, like you, use digital marketing to grow your business without wasting time, money, or your sanity. She is a best-selling author, Army veteran, speaker + trainer, and your digital marketing coach. You don't need crazy tech skills, buckets of cash, or dedicated staff to market your business. In fact, you don't even need a lot of time. What you need is to be SMART. Torie hosts Smart AF, a show for non-techy entrepreneurs looking to grow their small business, with her husband Sean Mathis, and is the creator of Smart AF Magazine. Learn digital marketing for your small business at toriemathis.com
