You should be aware of some of the most common successful email marketing trends and then capitalize on them. First is the basic segmentation. Instead of you sending the same materials to your entire mailing list, it is vital for you to first segment your recipients. You can do this by just interaction quality, interaction frequency, or by past interactions. For example, you could develop some different email marketing materials for your customers who have already completed transactions and those who have abandoned shopping carts or have clicked away before converting.

Another crucial trend now is the move away from “desktop-based email to the mobile“. More people than ever make use of a mobile device to browse the web, to make purchases, and to interact socially. They are now also using their mobile devices to check their email more frequently than ever. After the segmentation, the mobile optimization is the second most relevant trend that is in email marketing today. It is very important that your emails display clearly on all of the devices, so take your time to consider how your materials should appear on desktop and on the mobile screens and then adjust accordingly.

The List cleansing is another very essential trick that is used for making the most of your email marketing efforts. List cleansing, as the name goes, involves the removing of email recipients who do not engage with your brand or do not open your emails at all. This process should only be an occasional process. For example, a customer who has not opened your last several emails may still find the value in your next message. On the other hand, a customer who has not opened single one of your email messages for a year or over a year may not be using the email account anymore, or your messages may have just found their way into the recipient’s spam filter.

Message personalization is another one amongst the most important trends that is in the modern email marketing. Customers are more likely to discover value in messages that are tailored to their individual preferences and the past interactions with your brand rather than just generic messages that are designed for impersonal mass appeal. There are so many tools that you can use to add some personalized touches to your email messages, and this can help to create more valuable interactions for the recipients that are on your mailing lists.

Email Marketing vs. Social Media

With statistics of 77% of consumers who prefer permission-based marketing materials sent to their email instead of to there social media marketing. This makes more sense considering the fact that most people opt-in to receive marketing emails when they make purchases from brands or when they visit their website. If the brand is offering something that is interesting or valuable to the consumer, the consumer is more likely to interact with that brand in the future, and will therefore, want to hear from them and see what bring to the table.

While you might be assuming that the majority of people do prefer to keep their business and their consumer-based digital interactions to the email and their personal communications within social media channels, 45% are reported that they preferred to keep personal conversations and their interactions in the emails rather than on social media platform.

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