Integrated marketing campaigns, personalization and customized messages, adaptive content– all of these define new-age email marketing techniques and defines future success. The smart marketer can stop relying on their stars and look towards analytics and market research to comprehend changing trends and how businesses and communication with targeted audiences have to adapt according to market needs. As goes without saying, email marketing dominates the world of business and consumer communications, with over 82% marketers agreeing that email campaigns have reaped positive returns for their business. So before rolling out email campaigns, let’s take a look at top three trends that are gaining popularity in email marketing and appending presently!
Email Personalization Through Use of Analytics
Your current audience is no fool and has adequate access to information. With competition on the rise, research shows that the proven way to keep audiences engaged and loyal to your brand and services is through personalization based on analytics. Personalization not only in terms of using the right title to address and using adaptive content based on geographical needs, but also to the extent that the very subject line of your email campaign is personalized (Adestra Report 2012 found that personalized subject lines has 22.2% more chances of being opened). Personalization is done best when it is according to segments. Segmenting and modeling of customer base based on analytics is of paramount importance as having data is not going to yield results unless it is used appropriately. Email marketing strategies of 2015 demands data-driven campaigns so that your acquisition programs mirror your client requirements.
Using Email Appending Best Practices for Data Cleansing
In 2012, email ad revenue reached $156 million (I.A.B.) and research showed that well planned email campaigns can improve ROI by 4200%! Those figures explain why email marketing is the most preferred channel for communicating with b2b and b2c audiences. There’s however a catch – in order to leverage from email marketing one must be able to reach targeted inboxes first, opened, read and acted upon. And that’s why makes email appending of vital importance. E-appending is not simply a process of data hygiene and cleansing, but when carried out according to the best practices can result in better customer engagement. Using opt-in email addresses that are permission based, instead of opt-outs, is a key component of integrated marketing. Collaborating with a reliable vendor for email appending services not only saves time and money, but helps in adding new addresses to/updates existing marketing and email lists, and boost ROI in a systematic manner.
Microtargeting Through Geolocation
As stated previously, geo-targeted email campaigns are gaining prominence and marketers cannot ignore the trend. While IP addresses were used to identify prospective users and customers from across countries, modern mobile devices and smartphone has made it more convenient and economical to track global users. Email marketing in 2015 and beyond therefore will depend on technology to identify behavioral patterns among targeted audiences and then reach out to them through personalized email messages. Microtargeting as such has better statistics for open rates, click-through rates and even acting on the Call-To-Action. It also requires thorough understanding of audience needs and motivation and accurate data for campaigns. It’s recommended to append email lists first and then roll out campaigns to add value and deliver what your clients need.
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