Share This Article
How email marketing works
Despite the fact that new technologies are emerging, email marketing does not lose its relevance, and it is still in demand by professionals. According to surveys, about 32% of respondents consider it one of the main tools in their work, and 37% plan to increase their budget for this approach this year.
The pandemic gave a new impetus for the demand for email marketing, and this tool was remembered even by those who talked about the ineffectiveness of this approach in today’s realities. According to current studies, email marketing shows better results than search, including paid marketing and social media promotion.
The mailings that companies send to consumers’ emails are of several types. They can be informational, welcome, product emails or messages about sales, promotions or events.
Email marketing is evolving, it is becoming more personalized, as is the market in general. Most companies use the recipient’s name or the name of the company to which they are sending the information when designing the email. In addition, experts customize the location or geolocation, which helps to reach the target audience more effectively.
Using personalization and segmentation means marketers have to create multiple versions of content to send out. According to surveys, about 65% of professionals on average create at least 2 versions of an email, with only 4% of respondents doing A/B testing.
Automation has not ignored email marketing, with more than 79% of experts using this approach in their work. This most often applies to trigger mailings, drip and informational campaigns, and segmentation. Automated mailings, in most cases, include a welcome message, registration details or post-sale information. This approach also applies if the intention is to re-engage the subscriber.
Artificial intelligence technologies are not yet very common for email marketing. In most cases, this approach is used to optimize mailing times, but it would be useful for targeting and segmentation as well.
Progress is moving toward doing away with cookies altogether, but marketers are opposed to this approach. Experts believe that the absence of these files will reduce the effectiveness of target audience analysis. At the same time, experts are much more concerned about the privacy protection system Apple Mail or MPP. In their opinion, such technology will have a significant impact on mailing list monitoring and analysis of its effectiveness. So far, marketers do not make any changes to their email settings, but it is possible that soon they will be needed.
One way or another, for now, email marketing is a handy tool to increase customer loyalty and attract new customers.