3 Email
Marketing Trends To Help You Kickstart 2022
Due in particular to the past two years' lockdown, email has
become the preferred way for people to stay up to date about their favorite
products and brands. However, a simple
email can’t be enough; in fact, marketers that have been able to adapt email as
marketing tool, have been the most successful ones.
With on-line shopping and ‘deliveries’ to the roof, now more
than ever, consumers rely on emails. Several
studies are projecting that the number of emails that will be sent every day in
2022 will be 333.2 billion. Yet, in
order to be successful in 2022, experts recommend:
-
Focus on click rates and conversion more than on open rates: it is crucial
to find out what content leads to the highest conversion rate.
-
Keep spam complaints at bay: ideal
would be not to receive one spam complaint for every 1,000 emails.
-
Test plain-text vs. HTML emails: it is crucial to define which format the target customers is better
responsive
-
Experiment with shorter or longer copy: similarly, to the prior point, the right length is crucial
to maintain the customer attention
-
Allow people to sign up: allowing
people to sign-up for newsletter
Another crucial point I would add is to be aware of the recurrence
of the email. Marketers has always the
difficult job to keep the consumer engaged and up to date with the brand
without falling into ‘annoying’ solicitation and lose the consumer attention.
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