Email marketing is not dead

How many times do you sift through emails that bypass your spam filter? How long do you stare at the subject line before you delete it? How often do you end up opening the email? According to Hurrdat, it is still alive and remains one of the top marketing channels because of its stability, control, and affordability. However, the emails your business sends out must be high quality to reap the potential benefits.

How do email campaigns work? What are the benefits?

Email marketing campaigns work first namely because "...they target a predetermined group of people or a company's target audience." Before you have defined the target market, you first must decide how large you want the target market to be. With email marketing, the larger the size of the target, the more effective the campaign. You are also able to obtain information as to where people are signing up from which is very valuable data for any business's future endeavors. Newsletters are a very common and productive way of representing a company's email campaign. You can customize the specs and artistry in these newsletters to target smaller groups within the target market to aim for a higher conversion rate. From here, you can segment these markets even more with personal products based on peoples preexisting purchases or things they have searched for.

It isn't automation

Many people believe that the emails they receive are automated and not thought about; this is not true. The differing factors are segmentation and personalization. Even though some receivers will delete the email before reading it after seeing it is an ad, they are less likely to if the email is tailored to them in any manner. Understanding this is crucial for A/B testing which emails are working better than others, who and why certain people are opening them, and which people are spending the most buying things off of emails. Now, this process can be automized for efficiency, but it is not the type of automation many think it is.

The basics and path to success with email segmentation

Email segmentation has many different directions for the taking. Gender, marital status, purchase history, location, salary, etc. Which ones should your company focus on? Here are some ideas that have been tested and were successful.

• Onboarding emails are very inviting and necessary
• Ensure loyalty and long-term supporters receive benefits and promotions
• Create different segments specific to B2B and B2C
• Spend more time and effort reaching out to those interacting with your emails the most
• In a noninvasive and welcoming way, reel old subscribers/customers back in if they stop shopping with your business
• Track and inform buyers who were watching sold out items that items are back in stock often