A Data-Driven Guide To Email Marketing

Did you know that more than 290 billion emails are sent every day? Expect this trend to increase by the end of next year, reaching 320 billion daily emails. Over the times, email marketing strategies have changed drastically and what worked in the past, now no longer works. Nevertheless, new techniques have been implemented to keep email marketing alive and give marketers the possibility to keep using one of the most cost-effective ways to promote their businesses.

Below, we’ve outlined five strategies companies should follow to develop better email marketing campaigns.

Use data to make the most of your personalisation

Using users’ information to create personalised messages is one of the best strategies to build loyal relationships with clients. According to research, personalised emails deliver 6x higher transaction rates and can generate up to $20 in ROI for every $1 invested. Plus, if we add to these trends the fact that many brands fail to use personalisation within their email marketing strategy, it’s easy to say those businesses that invest in it can easily stand out from the crowd.

Segmentation is vital

According to email marketers, companies can create much more targeted campaigns by segmenting their subscribers’ list. This way, they can increase the email open rates, revenue, sales leads, deliverability and transactions. 

Nevertheless, 89% of businesses don’t segment their database, hoping that by sending one email to all subscribers will make them taking action.

Think mobile-friendly

Did you know that in 2019, 62% of email opens occurred on mobile, 9.8% on desktop and 28.3% in a webmail client? This is not something new – what do most people do as soon as they wake up in the morning? Check their phone for calls, messages and most importantly emails. And what if they receive an email that is not optimised for their device? Most probably, they’ll delete or unsubscribe to it. Therefore, companies should focus on creating mobile-friendly email as revenue per email on mobile devices is 4x higher than desktop.

Test email body, button and design

Before sending out an email campaign, businesses should run A/B tests as they provide data that could improve the general marketing performance. By sending different variations of subject lines, buttons or layout to a small sample of subscribers, companies can decide which email version is more appealing than another.

Automate email campaigns when possible

Nowadays, businesses can set up trigger emails to send messages out once users take specific actions. This type of emails usually consists of welcome or thank you messages that people receive once they subscribe or purchase a product. By investing their time in creating trigger emails businesses can build trust, fulfil customers’expectations as well as increase client retention rate.

To sum up, today’s businesses need to consider the new digital context before creating their email marketing campaigns. The world is full of data and has already gone on mobile. Therefore, focusing on segmentation, information analysis and mobile-friendly design is key to success.