5 of the world's most cutting-edge email marketing tactics

Most brands use e-mail marketing as part of their overall marketing strategy. But in recent years, consumers have become more and more bored with the generic, one-size-fits-all promotional email, and if you do, then you need to update your tactics immediately to keep the message in the customer's inbox.

Real-time value: Continue to deepen the real-time triggering activity

Big data has touched every aspect of our business, and by analyzing detailed consumer data, you can create highly personalized and effective campaigns for your brand. According to Webpower customer research data from the world's leading multi-channel intelligent Marketing Service, corporate brand email marketers are increasingly aware of the value of triggering activities and sending personalized brand information based on customers. Currently, some email marketers have used big data to segment users based on past purchases and web browsing history.

But how to do real real-time? We can be based on the user's behavior to respond in a timely manner, such as the click on a product to trigger similar related products, mail, e-mail inquiries automatically reply to the mail, you can set the trigger in advance, the user on the birthday of the day automatically triggered birthday blessing mail. A lot of users will be checking their various mails for a whole day, and if your email is based on local events or news, or even closely related to the user, and is very timely, then the user is likely to click to read it.

Learn about the most sophisticated e-mail applications: Situational and behavioral predictions

Big data is impacting the development of email marketing, which not only helps email marketers understand what type of content users are most likely to accept and consume, but also knows when and where the user is opening the message. Today's truly cutting-edge e-mail applications are the application of context and behavior. By tracking, grouping, and using geolocation data for historical open behavior, you can predict as accurately as possible when a user is most likely to open a message. In these processes, users will also be able to tell companies when they want the exact content information and message types, such as the morning willing to receive e-mail, holiday interest in SMS promotions, travel more attention to push notifications, home preferences social information and so on.

More data in e-mail channels means more specificity and a highly personalized experience, and the most highly customized email marketing will use the mail in conjunction with other channels, based on the liberation of marketing content and technology from more email marketing automation applications. So that email marketers will be able to respond to and adapt to the consumer's factual needs at any time, promote sales conversion and customer relations.

Extend email marketing to the top of the sales funnel

The sales funnel describes a sales process. The bottom of the funnel is the closest consumer to buying. UNSW Jay Xie, general manager of Webpower China, said that the current marketing staff in the country tend to sell the bottom of the funnel when using email marketing, which is mainly focused on conversion and transformation optimization.

But this is far from enough. UNSW Jay Xie said that in the next few years, more and more companies need to consider how to make e-mail as a powerful brand tool in the top of the funnel is also effectively used, because even if the consumer does not open the e-mail, does not mean that the brand has not impressed the consumer, And if you can explore and exploit these types of behavior and use e-mail as a branding tool to scale up from the bottom of the funnel and gradually guide consumers, we will see more powerful and effective email campaigns, which will also open up new territory for the development of the mail marketing industry and its own e-mail marketing activities.

More granular performance reports and more in-depth reporting applications

The analysis reports provided by your email service provider (ESP) are the most effective way to understand how mail marketing works. The report can tell you how many emails have been opened, which links in the emails were clicked, and even the most cutting-edge e-mail marketers, such as Webpower, who can offer more projects and more accurate personalized reports. But email campaigns don't just mean sending e-mails, reading reports is just the first step, and how to use them is the focus.

If your email is open and the click-through rate is low, then your email may go into the trash, because most ISPs value the interaction between email and the user, while opening and clicking on these interactive data is an important factor in determining the ability to send emails. Therefore, the use of reports to actively monitor the data, and adjust the frequency of the mail, content, themes and other factors causing variables, maintain high interaction rate, will be able to ensure that your mail delivery ability.

The most reliable marketing channel: integrating e-mail into a comprehensive (omnichannel) marketing strategy

Many years ago, e-mail was the only closed "one-to-one personalized communication" marketing channel. However, as more and more communication channels appear, e-mail becomes one of the more and more ways to reach consumers. But in any case, the uniqueness of the email channel still exists, and more marketing glamour than the inclusion of other channels, marketers now need to include e-mail as part of a comprehensive (omnichannel) marketing strategy as one of the most important ways to engage with consumers.

"The message is no longer a closed silo, it can be a combination of SMS, social, mobile internet and other channels to reflect more social and open, in addition, remember, compared to the changing social media, time and history test of the message is to help you complete the sale of the only reliable and not outdated marketing channels. UNSW Jay Xie, general manager of Webpower China, mentions.

5 of the world's most cutting-edge email marketing tactics