07-09-2023, 04:24 AM
Email volume growth has nearly tripled since the pandemic began, according to data shared in the recent Litmus 2021 State of Marketing Report. It’s not surprising considering that as people stayed home, they stayed online—and marketers responded accordingly. What may be surprising to some though, is that even as email use increases, engagement remains high, if not higher than before. In the report, nearly 400 marketing professionals weighed in on their email strategies, what’s working and what’s not, and what they think the future of email looks like. It highlighted many observations that we’ve noticed at my company, OMI, as well as identified five major shifts for email marketing in today’s environment.
Reading through the report findings, survey data and insights from other email professionals, it’s easy to see why email continues to be the top marketing channel by effectiveness. In fact, 79% of marketers list email in their top three channels. In this season of gratitude, here are 10 reasons to be thankful C Level Executive List for email. 1. Email is targeted. Email audiences can be segmented by both online and offline factors, including demographics, firmographics and behavior, with quality contact data making segmentation even more effective. 2. Email is ideal for personalization. As the Litmus survey noted, personalization has become a must-have for buyers, with 80% of customers saying they’re more likely to make a purchase from a brand that provides personalized experiences. Email is ideal for personalization because email is personal.
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Nearly everyone has an email address and it’s often an identifier used for logging in to other channels, like social media accounts. 3. Email is adaptable. In a time when we’ve all had to learn to roll with the punches, email is easily adapted. The digital format can be adjusted for changing campaigns or quickly sending time-sensitive messages. 4. Email is trackable. Email digitally tracks when an individual message is opened (including what day and time). Even as privacy regulations change, personalized links within an email can tell you which ones were clicked and which weren’t, allowing for deeper insights and more personalized follow-up messages. Additionally, the ease of creating an email campaign means A/B testing can give you fast results on what an audience is most interested in. As personalization and segmentation increase, so does the need for additional versions of emails within a campaign. The report noted that more than 65% of marketers are creating at least 2 versions of an email and 16% are creating 4 or more.
Reading through the report findings, survey data and insights from other email professionals, it’s easy to see why email continues to be the top marketing channel by effectiveness. In fact, 79% of marketers list email in their top three channels. In this season of gratitude, here are 10 reasons to be thankful C Level Executive List for email. 1. Email is targeted. Email audiences can be segmented by both online and offline factors, including demographics, firmographics and behavior, with quality contact data making segmentation even more effective. 2. Email is ideal for personalization. As the Litmus survey noted, personalization has become a must-have for buyers, with 80% of customers saying they’re more likely to make a purchase from a brand that provides personalized experiences. Email is ideal for personalization because email is personal.
Nearly everyone has an email address and it’s often an identifier used for logging in to other channels, like social media accounts. 3. Email is adaptable. In a time when we’ve all had to learn to roll with the punches, email is easily adapted. The digital format can be adjusted for changing campaigns or quickly sending time-sensitive messages. 4. Email is trackable. Email digitally tracks when an individual message is opened (including what day and time). Even as privacy regulations change, personalized links within an email can tell you which ones were clicked and which weren’t, allowing for deeper insights and more personalized follow-up messages. Additionally, the ease of creating an email campaign means A/B testing can give you fast results on what an audience is most interested in. As personalization and segmentation increase, so does the need for additional versions of emails within a campaign. The report noted that more than 65% of marketers are creating at least 2 versions of an email and 16% are creating 4 or more.