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Email is a fundamental pillar within the digital marketing toolbox, but both professionals and companies that use this channel need to evolve and update their tactics if they want to serve an increasingly changing and demanding
As we would have never imagined, digital marketing presents the opportunity to approach an unusually high number of consumers. However, just as the possibilities are immense, there are also risks and new challenges that brands must face if they want to make good use of online tools and channels.
In the first instance, it is vital that you understand that the platforms have evolved along with the new technologies and how we communicate not only as consumers but as a society in general. In other words, users and buyers no longer behave passively, they are not mere recipients of a unidirectional communication nor are they willing to interact with a piece as massive as empty of specific content.
In this framework of technological versatility and increasingly demanding user demands, the key to your company's ability to expand its horizons and achieve its commercial objectives is to take advantage of all the benefits and opportunities of e-mail following the trends of email marketing.
For some time now (and more pronounced last year) the automation of marketing has become a beneficial and coveted action for the immediate benefits that it provides. The subscriber can receive in his inbox the emails that are conditional with their interests and activities, improving not only the metrics and analytics but also the effectiveness of the messages to be intelligently segmented.
If your goal is to personalize seasonal campaigns, monthly newsletters, transactional shipments, informative emails or promotional templates, first you need to think about the subscriber and then your needs. How to adjust each of the templates to this new dynamic? Do not move from the chair because these secrets are what we reveal to you next!
Users receive dozens of emails a day. From similar offers to better ones. That is a problem for brands, as they have to compete continuously. At the same time, it is an excellent opportunity to launch the most creative strategies and create the most converting templates for email marketing.In this way, designers and advertisers have the opportunity to stand out from the competition and create unique designs and strategies. Closer to the audience. Also, do not forget the content of the template itself. After all, the packaging is what attracts the audience, but the content is what makes it stay. Therefore, it would be a great mistake to neglect the content in favor of the form.
Email marketing meets all the requirements for your company to succeed. Because of its interaction and integration with other platforms, the low capital investment it requires, the positive return on investment, even the flexibility to all types of businesses, this tool is ideal to move forward successfully throughout 2019. To do this, you should be aware of their progress and adjust your practices accordingly.
In the era of personalization, emails must be adapted to the tastes of consumers. We do not communicate the same with a baby boomer as with a millennial. Maybe one prefers flat text, other gifs, and
This is another trend to attract our recipients' mindfulness to the main message. A typical example of a company doing this is Salesforce. The use of this trick in emails for event reminders or event invitation emails. Highlighting key phrases ensures that our email recipients understand or grab the most important information, or develop the curiosity to know more.
The marketing field is becoming more and more crowded, and the competition keeps growing. Customer loyalty is becoming an increasingly important priority for companies, and humanizing your email is essential today.While in another time, price and supply would have been enough to win and retain customers, a loyal consumer base today means that businesses today have to work hard to distinguish themselves from the competition.
A good opening of emails with infographics can make the subscribers smile. That is to say, that brands can leave a good memory in the imaginary of the users presenting an image language of the users.In this way, brands join an increasingly growing trend among users at the same time that they have the opportunity to be closer. And the use of infographics in the email body has proven to have very positive aspects for companies. The infographics in emails allow express the content of the subject quickly, immediately and with a higher degree of expression in addition to being an additional resource to improve commitment to the recipients.
The templates that convert most for email marketing are those that adapt to the areas of the brand. That is, if the advertiser works for an engine company, it must incorporate elements of that field. In this way, users are better accessed. In that sense, it is easier to attract readers and convert them.Also, it allows a greater personification, which at the same time generates some closeness with the user. For example, in some areas, such as fashion, well-being or healthy living, there is a tendency to use influencers as an image in digital content. It is increasingly common that they appear representing a brand in advertising, networks or newsletters, and it is the influencers represent better than others the market in which they are.
The templates that convert most for email marketing are those that know how to adapt to new trends. The trends reflect the tastes of the users. That is, what they expect to receive because they like it and therefore consume it. Succeeding with the design of the template implies taking into account the current tastes and tendencies of the users.Currently, advertisers must build bridges to new technologies and incorporate increasingly interactive content within emails. Video and images are safe bets in email marketing. However, you can go a step further and include, for example, moving pictures or
Among the trends of email marketing, it is increasingly fashionable to embed videos, one of the biggest players in the digital world and the king of content marketing. Besides being super attractive and captivating, they have the peculiarity of adapting to any goal you have when creating your campaign.Among the great benefits of this content format, we can say that while a person retains 10% of what they read or hear, remember 50% of what they see. Also, and according to a study, the use of video in email marketing increases the CTR of products by up to 55 %, the subscriber's time with the piece by 44% and the chances of it 41% be shared on social networks and forwarded to acquaintances or friends.
The templates that convert most for email marketing must also be original and practical. Precisely for this reason they must be responsive and adapt to the format needs of any user. Otherwise, they will not convert to leads, and they will not even attract the buyer
The use of master templates and email creation tools will help optimize time and resources. On the other hand, marketing specialists must work to provide greater access to their emails to promote the inclusion of people with their emails.This trend consists of providing the design of the emails with an interactivity layer to simulate an experience more similar to the web. How? Adding Share pop-up buttons, interactive share zones or carousels, with the aim of encouraging subscribers to interact with and share the brand and its products.
Surely you are a witness and protagonist of those emails that arrive every day bombing the box and that are automatically deleted because they have nothing to do with the intentions and habits of consumption. To personalize messages and strengthen the relationship with your subscribers, it is necessary that you depurate and know very well the lists that make up your database.In this 2019, try to be more detailed and particular! The subscriber is not interested in receiving from you a generic message but a campaign specially designed and designed for him. Point out your emails does not mean merely use the custom fields of first and last name but segment the contacts following personal data, behavior patterns with previous shipments, demographic data and interests of users based on their activity in social networks.
The best templates that convert most for email marketing take into account your audience. It is not only a question of establishing which buyer or lead person you want to reach. The demographic data are also relevant when designing the most converted templates for email marketing. However, another relevant information to know is the generation to which the users belong.Currently, there is a relevant gap between millennials and centennials. It is about two age bands, very close, that nevertheless react differently to sending emails. Centennials use all the latest resources and technologies. That is, for example, they no longer use SMS. So carrying out an SMS marketing campaign with them would be a clear mistake.
All in all, in 2019, companies will work to make their e-mail communications much more effective. As e-mail grows, it becomes increasingly difficult to catch the user's attention.The targeted approach of relevant messages, attractive interactive designs, and compelling brand storytelling, which presents the company as a reliable partner to the customer, are today crucial for a successful e-mail marketing strategy.