The author reflects on the past year, expressing excitement for a fresh start in 2023. They emphasize the need to set realistic goals due to the tendency to abandon resolutions when conditions change. The focus then shifts to the evolving landscape of email marketing, highlighting key trends for the upcoming year.
Firstly, the reliability of open rates as a statistic is questioned. Privacy-related changes, such as Apple’s release of new privacy settings, have affected open rates. As a result, open rates may no longer be a trustworthy metric, and other engagement metrics like clicks and click-through rates will gain prominence.
The importance of creating engaging content with effective Call To Actions (CTAs) is emphasized. The author provides tips for optimizing CTAs, including using compelling verbs, adding context, resonating with the content, and testing different designs and wording. Tracking clicks and measuring engagement is crucial, utilizing tools like Google Analytics and UTMs (Urchin Tracking Modules) for campaign performance analysis.
The significance of a brand story in connecting with customers is highlighted. In the midst of a high volume of emails, customers seek to know and trust the brands they engage with. Therefore, businesses must convey their brand story effectively, showcasing their personality, values, and authority through behind-the-scenes content, editorial shoots, news, and quotes. Building relationships and encouraging loyalty is crucial.
The need for email segmentation is emphasized to deliver personalized and relevant content. A one-size-fits-all approach is ineffective, and understanding the audience, their needs, and preferences is essential for successful email campaigns.
The importance of First Party Data, collected through forms and landing pages, is stressed. Gathering information about subscribers enables targeted and tailored communication. Surveys, polls, and interviews can also provide insights into customer interests and preferences.
The author concludes by urging businesses to adapt to the changing landscape of email marketing and implement these strategies to stay ahead in 2023.
https://www.chimpanswers.com/email-marketing-in-2023/