What is email marketing? How has it been able to maintain its effectiveness until now? Is it worth trying at the present time?! In short, today we accompany you in a comprehensive review of the concept of electronic marketing and the related topics that have occupied those interested in marketing. In addition to highlighting its most important modern trends.
Email marketing concept
It is one of the digital marketing strategies that has been in place since the nineties of the last century. This marketing concept is based on the simple idea of directing messages to a specific audience, but it evolves over time until it is in line with the goals of modern projects and technology.
However, the content of emails varies depending on the objectives of the campaign, and often goes beyond being general to becoming personalized based on the preferences and behavior of the target group.
Thus, mail campaigns take an absolutely unlimited variety of forms, the oldest form of which comes in the form of newsletters and monthly updates, while more recently it manifests itself in creating promotions for products or services, etc.
Email marketing niche
Email campaigns have maintained their high status despite the marketing world witnessing innovation of new strategies. Based on this, marketing experts assert that this position hides various success factors, which can be summarized in the following points:
Enhancing the communication process
The first rule of success in the world of economics lies in creating effective communication with customers, and this is what the best email marketing strategies actually achieve. One of Litmus’ statistics recorded that the percentage of emails read on mobile phones exceeds 54%. This means customers can be reached within their homes in the blink of an eye.
On the other hand, the email marketing campaign works on three integrated axes, starting with keeping in touch with your target audience, reaching them in real time, and finally ensuring their interaction with the emails.
Moreover, enhancing communication reflects positively on the percentage of sales thanks to many reasons, including rapid conversion to the website, for example. One study found that more than 25% of last year’s sales were attributed to mail campaigns.
Ease of measuring results
A large part of digital marketing success is related to the ease of measuring results. It cannot be ignored or neglected in following it up when you want to outperform competitors in record time. Here the following question comes to our minds: Can I track my email marketing campaign easily?!
In fact, it is the easiest marketing strategy to measure and the most organized in this regard, thanks to the availability of specialized tools. For example you will be able to access the real delivery rate, correspondingly the unsubscribe rate and much more. This is all a major reason for improving the campaign’s performance and developing it quickly.
low cost
Companies often allocate a huge budget when they want to start a marketing campaign. But there is no need to allocate a huge amount when choosing email campaigns, especially since the affordable monthly plans will ensure reaching a wide segment of customers.
On the other hand, the cost seems fixed regardless of the location of the people you send to. Thus, this type of marketing is suitable for all projects, whether production or service.
Email Campaign Best Practices 2024
Some marketers in the Arab world overlook the importance of developing a solid plan when marketing via email to achieve the desired success. It cannot be based solely on a mere email message addressed to an audience, but rather some of the following practices must be adopted:
Increase deliverability and readability
With inboxes crowded with messages, it seems necessary to find effective ways to increase deliverability and readability. It is embodied primarily by adopting a double opt-in strategy in which customers confirm their desire to receive email.
Furthermore, it can be spoofed by combining authentication protocols such as Sender Policy Framework (SPF) and Domain Key Identified Mail (DKIM). All of this will, in one way or another, enhance the credibility of e-mail messages.
Creating unique content
Attractive content is often at the core of the success of digital marketing campaigns, and hence the content of the email deserves double attention when preparing the full strategy, but the most important question remains: How do you do that?!
In the beginning, you must focus most of your attention on the email subject lines so that they appear concise, clear, and convincing at the same time. The importance of paying great attention to them is due to them being the first reason the customer opens the message or ignores it forever.
In the next stage of preparing e-marketing campaign messages, priority should be given to enhancing the attractiveness of the content without lengthening or complexity. In addition to using interactive elements such as graphs and opinion polls, as they increase the attractiveness and impact of the message.
Easy-to-display design
There is no doubt that reading emails on smartphones has become more popular in recent years. Therefore, professional marketers take advantage of the increasing use of mobile devices to prepare designs suitable for display on the phone screen smoothly without problems.
In this regard, some companies resort to purchasing ready-made and customizable templates in their email marketing campaigns so that they can launch mobile phone campaigns first.
Prospects for the future of electronic marketing
Positive news about the future of email marketing has continued in recent years, the latest of which was issued by the global data and business intelligence platform “Statista”, which predicted that the number of emails sent daily will double to 392.5 billion by 2027. While the revenues resulting from its campaigns will increase to 17.9 billion US dollars.
As a result, there is an increasing interest in learning more and more about email campaign trends that are still subject to change over time. The most important future trends can be summarized in the following lines:
Employing artificial intelligence
The capabilities of artificial intelligence cannot be surpassed in making a marketing campaign more successful, but some individuals are still afraid of employing intelligence tools in marketing campaigns despite its proven benefits.
Artificial Intelligence greatly helps in automating and personalizing mail campaigns. For example, it is enough to adopt an AI tool to easily get automated A/B testing.
Focus on customer privacy
The consumer privacy trend really saw the light in 2018, specifically after the issuance of the GDPR, and since then, major companies have begun to move towards better data privacy.
Today, it has become one of the first trends in the world of email marketing by following these simple and useful steps:
- Ask potential customers to fill out a short questionnaire to learn more about their favorite products or services.
- Provide your audience with the option to unsubscribe or change their email preferences.
Email marketing automation
The automation trend is widely used in email campaigns that partly aim to activate communication between subscribers and the brand. Gone are the days of spam emails, replaced by automation systems that give the customer a sense of freedom and control over the mail he receives.
In addition to the above, it is enough to tell you that automated emails generate 320% more revenue than regular emails. At the same time, it is also involved in performing many other tasks, for example, it can be used to purify the mailing list and nurture potential customers as well.
How to use email campaigns to build customer relationships
Marketing experts view the satisfaction of the target audience as a measure of success, and based on this established rule, one wonders: How can the email marketing strategy be exploited to build strong relationships with the customer?!
Be honest first
In fact, customers’ trust can only be gained through honesty, so do not ever try to attract potential customers by making fake promises or even promises that you are unable to implement at the present time.
Provide useful content
Customers typically engage with high-quality content, regardless of the type of email, which is why marketers need to include information that is valuable to the recipient in the campaign.
Over time, this method ensures that the audience interacts with your emails, and in many cases it may prompt them to send inquiries about the product or service you provide.
Communicate with subscribers
The mailing list subscriber has a desire to find an actual means of communication with the brand, so why not provide this to him in silver ways through email marketing in simple ways?!
Identifying and interacting with subscribers requires nothing more than including surveys in your campaign, in addition to mentioning the name of the contact to facilitate the communication process and give the campaign greater credibility.
Provide a subscription gift
If you want to take an effective and quick step towards strengthening your relationship with the audience, you must consider distributing a useful and free gift to each customer, and it is necessary that you choose it that is related to your work and relevant to your audience.
For example, if the e-marketing campaign is for a training courses project, do not hesitate to give each client an online workshop for free.
Share diverse content
This method requires you to think with the mindset of the customer rather than the seller, i.e. stop sending sales content in order to find more attractive types of content. It is preferable to resort to this trick from time to time to avoid boredom among your audience.
The most preferred types of interactive content are personal stories and advice related to what you offer in your business. For example, we advise you to narrate the moments when your project stumbled, share pictures from the beginning, or point to a member of your family who was credited with your success story.
Frequently asked questions about electronic marketing
Digital marketing has gained wide popularity, as we mentioned above, and this has led to dozens of inquiries about it, the most important of which are:
How is email marketing done?
An e-marketing campaign needs to prepare a list of target customers and message content, in addition to determining the appropriate time to start.
What are the benefits of using an email marketing service?
There are many benefits of using email marketing for commercial and service projects, and here are some of them:
- Double the traffic to the official website.
- Increase audience awareness of the brand.
- Building bridges of communication with customers.
Is e-marketing difficult or easy?
The term digital marketing covers a wide range of types, so it is difficult to cover it in a short period of time.
In the end, we hope that our article today about email marketing has provided useful information to the Arab reader.
