When email marketing first came into play, who would have thought that it was here to stay? Email hasn’t been declining in popularity, but on the contrary, more and more users sign up for new email accounts every day. With email usage being so ubiquitous and stead, it continues to be one of the most cost-effective ways of communicating with customers.
Email isn’t going anywhere, but the techniques of using it are always changing. What worked three years ago may not work anymore due to ever-changing consumer behavior. Behavior trends are studied every year, and the studies help us decide how to change our email marketing strategies for the better. Let’s dive in into these strategies for successful email marketing in 2018.
#1 Customer Experience
Today’s emails strategies are focused mainly on developing an omnichannel experience, full-funnel strategy, and conversations – which are all related to customer experience predictions for 2018. Customer experience is the focus of much other marketing and sales strategies.
What is the customer experience? We can define it as a sum of every interaction your business has with a customer, before and after making a sale. And it is crucial for your email strategy. The amount of daily mail your customers receive may go up to 4-5 per day, so you need to focus on sending less email but doing it better. It’s not about sending enough emails but creating a better customer experience strategy.
#2 Conversations
How do you have conversations with your users that will help them develop? When your users grow, your business grows to, which is why your focus should be here. Consider using multi-channel communication tools that will make one-on-one conversations with your users more accessible. With a tool that unifies conversations from social media, onsite chat, email, and all other communication outlets into one inbox, you will create an omnichannel experience that allows you to see the communication results in one place.
#3 Omni-Channel Experience
Another critical factor in harnessing the full power of email marketing is the omnichannel experience. An omnichannel experience represents a multi-channel approach to serving customers, selling, and marketing in a way that creates a cohesive and integrated customer experience. Your strategy needs to include the close cooperation of several departments to be successful.
#4 Email Threading
There’s a lot of email communication going back and forth when connecting to a prospect. First, you send lots of emails. Then, the prospect connects to a sales rep who keeps communicating with them until they make a purchase. If you lose an opportunity somewhere in the process, that will cost your company money. With email threading, you can have your CRM email conversations grouped into a single block, with all the back-and-forth replies.
#5 Email Snippets
Another productivity tool, you might say to yourself. But email snippets is much more – it’s a tool that enables you to see trends in your conversations with potential prospects. There are ways and phrases with which you explain things that are common in many emails. Snippets tools allow you to add paragraphs or phrases that are commonly used that will help you with future conversations.
Email marketing is still one of the best ways to connect with customers in a personalized and personal style. Everyone has an email, so think about using these 2018 strategies to boost your brand awareness, increase the number of sales, and improve your bottom line.
