MASS EMAIL MARKETING IN THE NEW DECADE
For quite some time digital marketers have employed the technique of mass email marketing to reach millions of customers. With it, a torrential bombardment of unsolicited messages from email marketers who simply end up over-emailing consumers. Privacy and communications regulations have responded with anti-spam strategies.
In recent times, the strategy of purchasing lists or using your own list and sending out an “email blast” or a mass email has become very fashionable.
There have been new technologies in the form of data collection tools and email provider technology, all of which are working to engage customers with data-driven tactics that ensure you’re only sending messages your subscribers want. And that is critical!
But do email blasts really work?
Mass emails (or email blasts) is the marketing strategy of sending a large database of emails simultaneously. Since very little strategy beyond this is employed then emails will often fall on deaf ears so to speak and therefore lose their effectiveness. The reason for this is that your audience wants to receive emails that are relevant to their interests, location, and behavior and other attributes. Thousands of emails will enter into an individual’s email account throughout the year making email blasts lose themselves in the crowd.
Yet mass email and email marketing is not a thing of the past. Its still now! Its our strategy that needs to adapt and evolve.
Automation is the key to improving audience relevancy
73% of millennials choose to connect with brands via email. This is not an invitation to overly promote oneself. Companies are responsible for subscribers to receive relevant, highly personalised, and real-time messages from brands.
One survey indicates that companies that send automated emails are 133% more likely to send relevant messages that are appropriate to a given customer’s purchase cycle.
The wonderful news is that tecnologial developments now allow for a “set it and forget it” system. This allows entires marketing teams to save hours, increase relevance, and reach customers in real time. However the importance of reviewing one's email compaign and improving on it constantly is the marked difference between success and sensation!
2020 is not the year to simply automate but to employ A/B testing after analysing behavioural triggers, trailing different headers, images and text and then applying "rinse and repeat" throughout the year.
Personalisation and segmentation are hauling in the interest of subscribers
Personalisation is a definite must in the email marketing world and here is why:
• Personalised emails increase CTR by an average of 14% and conversions by 10%.
• Personalised emails deliver 6 times higher transaction rates.
• 74% of marketers say targeted personalisation increases customer engagement.
• Segmented and targeted emails generate 58% of all revenue.
Outstanding and noteworthy statistics, right? Now move on and combine segmentation to your email marketing artillery.
What it means to Personalise with segmentation
Personalisation involves collecting data on customers, creating customer profiles, and then segmenting lists or separating into sections to send even more relevant messages to your audience groups. This includes targeting different age groups, gender, audience locations and much more.
Salas Projects and Send In Blue
In view of the strategies mentioned above and the ever increasing importance of mass email marketing's continual evolvement, it is only natural that we would seek a online provider who can offer the tools and features for successful campaigns. Despite the growing number of providers out there, Salas Projects has elected Send In Blue as their number one choice for our customers due to the following reasons: