Redefining Engagement: The Email Marketing Revolution
Despite the rise of new channels, email remains an effective and affordable method for businesses to reach their target audiences. With over 3.8 billion emails sent each day, the channel has evolved significantly in recent years and continues to be an essential marketing tool for many companies.
Historically, email marketing began with simple text-based messages that lacked any form of visual appeal. Luckily, the channel has matured over time, allowing for the incorporation of dynamic and interactive content to make email campaigns more appealing and engaging.
The introduction of HTML (Hypertext Markup Language) emails enabled marketers to use images, colors, and fonts to enhance the look of their email campaigns. This boosted email aesthetics and increased the likelihood that recipients would open their messages. Additionally, HTML enabled marketers to place greater emphasis on call-to-actions, making them more visible and enticing.
By the late noughties, ISP’s had introduced a range of email filters to combat spam, including Windows Live Sender Reputation Data (2008) and Hotmail Sweep and Google’s Priority Inbox (2010). These new tools made it necessary for email marketers to be more strategic if they wanted their messages to avoid the junk folder.
To combat the issue of inbox clogging, email marketers have begun to focus on personalization to improve their message’s engagement and conversion rates. Incorporating personalized elements, like a customer’s first name, or using behavioral triggers to send customized email sequences, has been shown to increase open rates and click-through rates by up to 26%.
In addition to personalization, a growing number of email marketers are incorporating user-generated content into their communications to further enhance their audience’s engagement and build brand loyalty.
Incorporating UGC in email campaigns allows brands to transform satisfied customers into advocates by highlighting their own positive experiences with the product or service. This type of content not only captivates and engages the audience, but also promotes the company to a wider network of potential consumers.
Lastly, many email marketers are leveraging automation and artificial intelligence to increase the effectiveness of their campaigns. Incorporating machine learning and predictive analytics can help identify key factors that lead to high customer engagement, and enable marketers to tailor their communication strategies accordingly.
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Janin (Jay) Lavertue is, during the day, an educator/substitute in an elementary school. Since 2021, when he became sober, at night, he’s learning and developing is skills on how to make money online, to be successful with it and to have a strong presence in the online universe. Since day 1, is passion keeps rising day after day and is determination keeps growing and growing. The online universe is absolutely fascinating, exciting and yes… Challenging!
Janin has a bachelor degree in Social Sciences/Communications and has been in the Public Sector since 1999. Marketing and Public Relations was always in the center of his interest. Another interest Janin has is related to culture. He worked for the indigenous communities in Canada for more than 10 years.
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Janin Lavertue
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