More Segmenting and Targeting in Automation

As email marketing becomes a growing force used by marketers and business owners to increase ROI, the process of targeting and segmenting contacts is becoming more intricate, with more data, and smarter strategies being used to maximize profits. According to HubSpot, emails that are segmented and targeted account for 58 percent of all earnings. Furthermore, when segmenting and targeting relevantly, these emails increase profits up to 18 times more. Such stats mean that as marketers and entrepreneurs, we are likely going to be relying more heavily on these practices when creating our email marketing strategies. Email marketing is becoming smarter, and the trends are shifting more toward delivering content to the audiences who engage with and find value in it. For example, if a contact hasn’t opened an email for an extended period, they should no longer receive correspondence. On the other hand, if a lead has visited a web page on several occasions, or opened an email more than once, smart targeting and segmenting will follow up with this person, and nurture further engagement through relevant automated emails prompting him/her to take action. More Text-Only And Interactive Emails Segmenting and targeting email contacts is only one significant trend that will be impacting email marketing ROI this year. The way marketers format and design emails will experience a general shift regarding strategy this year as well. Where trends of the past included sending promotions and sales-oriented messaging filled with graphics, this year marketers will be opting for plain-text and interactive emails instead. The popularity of email marketing and inboxes filling with a plethora of advertisements are likely the cause of such a shift. Gone are the days of audiences wanting to open emails containing detailed graphics. While this may seem entertaining, a majority of email users shy from reading or interacting with such emails, as advertisements feel bombarding, and this can create undue pressure, or come across as spam. Since spam is the last thing marketers want their audiences to think upon reading their emails, text-only messaging is becoming more popular. Experts have found that email users prefer plain text over HTML style emails that are heavy in graphics because plain text emails resemble a personal message that would be more likely to be sent by a family member or friend. When companies send plain-text emails, they feel more personable, sincere, and less sales-oriented. When marketers are not composing emails in plain-text style, another trend is sending emails that are interactive. To promote engagement, and keep audiences entertained and anticipating more content, many marketers are opting for interactive emails that entice viewers and encourage involvement through quizzes, surveys, games, contests, GIFs, etc. Call-to-action messaging is also an essential part of interactive messaging, as viewers can engage with the email to shop, edit an order, update a wish list, send a shipping confirmation, etc. More Storytelling in Content While interactive and plain-text content have been found to provide value and increase engagement for audiences, the use of storytelling has also been found to be effective in grabbing viewers’ attention and influencing their behaviors. Email marketing messages that include a story at the beginning of the email then loop in the agenda of the business and point of the news, and the value and services/products they provide can prove highly influential when delivered appropriately to the right audience. Finding the right audience is where targeting and segmenting come in handy. Storytelling can be unique in reaching each marketing segment or buyer persona. Stories can maximize a marketer’s email marketing ROI potential significantly. Marketers have known about the power of a good story for years now, and this trend is only increasing as the best email marketing strategies develop over time.

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