For more than three decades, email marketing has been one of the most powerful tools for advertising businesses, companies, and campaigns. With the appearance of other types of strategies (and cutting edge web resources), many believed its importance would be minimized; however, this was not the case: email marketing has always remained current and has even increased its relevance.
Did you think it was out of date? Have you heard phrases like “email marketing is no longer used”? The statistics show something else. According to HubSpot, 99% of users check their email daily, and 55% of those do so from their mobile devices.
Find in this post the answers to why this tool is still valid and Sales Trends 2021.
Email Marketing: Versatile and economical
The advantages of email marketing are innumerable, and that is why no company does not use it regularly as one of its main digital tools for web advertising. Some companies even use it as the only advertising medium for practical reasons and profitability.
The main reasons that make email marketing a high-impact media are its universality and degree of acceptance: almost all users who browse the Internet have an email, and its use is easy and cheap.
Its versatility means that it can adapt to each type of marketing strategy, whether B2B (business to business) or B2C (business to consumer). Even in constantly changing situations, as is currently the case with the Covid-19 pandemic, not only has email marketing not stopped being used, but it has enhanced its effects dramatically. Virtuality replaces presence in seller-consumer contacts so that many companies have designed ways to evaluate and test a product in a virtual way, without the need to travel to sales locations.
Sales Trends 2021
Before diving into the tips to implement your email marketing campaign, let’s first analyze: What is not email marketing?
- Non-personalized emails.
- Sending emails with no clear objective.
Having listed these points, we will continue with Sales Trends 2021:
1. Trends on Email Marketing Personalization
One prominent trend that continues to gain popularity in an email has to do with personalization and audience segmentation. For this reason, you must have an email marketing provider or software that gives you all the data and behaviors of each client to increase your Email Open Rate.
Some ideas to segment and customize your mailing list are:
- Stage, according to the buyer journey.
2. Simple and dynamic templates
Less is more: be simpler in the formats; don’t stress over great designs or super buttons.
On the other hand, dynamism will also be essential to capture users’ attention. Those contents with GIFs, videos, contests, or even games will be a good option for users to feel part of the campaign.
3. Emails adapted to mobile devices
As we have already mentioned, a large percentage of users currently open their emails on their cell phones; this trend is expected to increase throughout the year, so your campaigns must be designed to be opened on any device. You don’t want leads to slide down for minutes, get bored and miss the call to action! In this sense, you must pay attention to the number of CTAs (call to actions) characters, the size of images, and the amount of content.
4. Refine your metrics
You already know that in marketing, what is not measured does not exist. To understand whether your email campaigns are working, you will have to periodically review their results. Here are the key metrics you should pay attention to:
- Open Rate: the number of emails opened divided by the number of emails delivered.
- Click-through Rate: the number of unique clicks divided by the number of emails delivered.
- Delivery Rate: the number of emails offered divided by the number of emails sent.
- Abandonment Rate: the total number of users who unsubscribed out of the number of emails delivered.
Email Marketing B2B strategies
Email marketing doubles the percentage of clicks in the B2B sector compared to B2C companies. However, the sales process is slower and requires a more thorough study by each potential customer. For this reason, your emailing campaigns —and each marketing action you take— must be perfectly planned and differentiated from your competitors.
SB8 Group offers you some recommendations to achieve this goal and to increase sales on your B2B business:
- Segment and micro-segment your database,
- Do not just focus on the CEO of the Company,
- Integrate an abandoned cart/form recovery strategy,
- Reward the most loyal customers with discounts and exclusive benefits: encourage repeat B2B sales.
If you still doubt how to put these trends into practice, at SB8, we can guide you to promote your email marketing strategies.
What are you waiting for?
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