Pretty much everyone checks their inbox at least once, twice, or even a hundred times a day. Whether it’s a personal or work account, users rely on emails to keep them in the loop. It’s no wonder this communication method remains one of the top ways for companies to reach their target audiences. Still, many emails remain unopened. Why?
Today’s society members want something more than a generic email. This recommended site explains how consumers deserve something that’s personalized just for them. Luckily, it’s possible to reach a vast audience through innovative email marketing. Here’s what makes a successful campaign.
Emails with a Purpose
Consumers don’t have time to look at every email that pops into their inbox. A typical professional spends over a quarter of their day reading and responding to emails. Nonessential messages don’t even get a second glance before being deleted. That’s why companies need to make sure every email they send has a purpose and meaning.
Instead of sending the same email to everyone on the list, a company such as Epsilon suggests creating messages for each subscriber. While this sounds time-consuming, it only takes a little bit of extra effort. For instance, if a customer abandons their shopping cart, an automated email could remind them to take another look at the goodies they left behind.
Some companies send identical emails to everyone on their list. However, blasting an entire email list with the same message won’t result in more sales. It’s better to create segmented lists to reach an even more targeted group based on shared traits. Consumers are more likely to read messages if the dialog is directed towards them, according to realtimecampaign.com.
Millennials want a different shopping experience than Gen-Z. Men and women don’t always have the same interests. Even location affects how a person shops. Segmentation makes it easier to reach consumers who have something in common. This marketing technique increases open rates and makes it possible to deliver highly personalized content to every subscriber.
Before 2020, most people discovered new products or visited businesses in person. However, the global pandemic forced the typical consumer to do business strictly online. To compete, companies must meet them in their “virtual” element. Marketers search for new email marketing technology to meet pandemic challenges, which means thinking outside the inbox.
The best conversion rates often begin on other channels, with the most people being social media. These platforms make it possible to companies to reach a new audience instantly. A single tweet, for instance, might encourage followers to sign up for email notifications. Once they do, a personalized welcome email should finalize the onboarding process.
Personalization Equals Conversions
Any company tired of unopened emails should reevaluate its messages. The most successful email marketing campaigns have one thing in common: personalized content. Triggering automated emails whenever a consumer completes a specific task feels more organic and authentic. Ensuring every generated email has a purpose and reaches a target audience will help increase conversion rates and boost sales.