Email marketing is alive and well coming into the last year of the decade. In fact, it’s set to become bigger and better. If you implement the right methods in your marketing strategy, establishing this channel as still one of the most effective tools a marketer can have at his or her disposal.
When it comes to finding an effective outreach strategy, you can’t count email marketing out. But as all strategies go, there are developments and trends that you must take into consideration so you can make the necessary adjustments to improve your methods.
There are many factors that affect how marketing is done effectively. With all the changes that are currently reshaping the digital marketing landscape, you have to adapt by identifying not only these changes but also the emerging trends. And since email marketing is one of the key elements in your strategy, you will have to make the necessary adjustments to align everything with your goals.
The New Marketing Funnel
The first major change that’s set to influence your strategy is the emergence of a new marketing funnel. The traditional funnel is linear, with prospects entering the top, traveling through the funnel, and concluding the buyer’s journey at the bottom as paying customers. But now, digital marketing has created more touchpoints for brands to reach prospects, which changes the funnel we’re all familiar with.
The new one disregards the linear approach so leads can now enter at any stage of the marketing funnel through various touchpoints. With email used as an excellent tool for nurturing leads and convincing them to choose your product or service, email marketing is still an effective channel to achieve your goals.
Data Privacy and the GDPR
When data privacy became a cause for concern, the European Union passed a General Data Protection Regulation law. This affects how third-party info is gathered and shared for anyone whose email reaches a member of the EU.
While this law only applies to brands that reach people from the EU, the ripple effect may spread to other parts of the world. And since email is still one of the most effective ways to get leads, you should come up with new methods to successfully generate leads.
With digital marketing opening other channels to reach a wider audience and increase conversions, email has turned into a more effective tool to integrate these channels into your marketing efforts. If you want to have people become aware of your social media accounts, you can include links or videos on your email. It’s a great way to show them that you’re also on other channels, so they know how to look for information about your brand.
Technology has been a massive influence on how new tactics are created. In terms of email marketing, automation has become a viable method in achieving the most favorable results. By leveraging the data you have, you can create more targeted emails that are tailored to the parameters set for your campaign. Through this method, you’ll be able to send more emails that are personalized to boost your lead generation strategy.
Keep in mind that being aggressive in sending emails can turn your leads cold, so you should do it at a pace that won’t turn them off. Hard selling is a thing of the past, so focus on the pleasing service you can deliver to your audience.
Indeed, there are quite a few trends that will prompt you to change your email marketing tactics to make sure your digital marketing efforts will stand the test of time. For more information on these emerging trends, you can check out this informative infographic and fine tune your email marketing strategies to hit your goals.
Disclaimer: Feature and Infographic image Courtesy of Connext Digital.