The beginning of a brand new 12 months is a superb time to make plans to attempt new issues. Decide a journey vacation spot, a brand new interest, or new delicacies to attempt. In fact, you may make some e-mail advertising and marketing objectives in 2022 as effectively, like increasing your horizons and experimenting with some superior ways.
Every year, new e-mail advertising and marketing traits emerge and provide alternatives to extend the sophistication of your program and maintain your technique from getting caught in a rut. To paraphrase the legendary thinker, Ferris Bueller: “Electronic mail strikes fairly quick. Should you don’t go searching infrequently, you would possibly miss it.”
So, let’s go searching. We encourage you to discover these 5 superior e-mail advertising and marketing ways and applied sciences in 2022:
1. Be an e-mail AI early adopter
Nearly each on-line expertise entails synthetic intelligence (AI) to 1 diploma or one other — on-line buying, social media, serps, and most cellular apps use AI to assist ship personalized experiences for every person. So there’s no cause that you simply shouldn’t be benefiting from AI in your e-mail advertising and marketing methods as effectively.
Utilizing AI in your e-mail campaigns might help increase conversions, retain subscribers, save time, and enable you to perceive your model’s clients.
As a result of AI relies on massive units of information and sample evaluation, you’ll get insights into subscriber habits that will let you shortly adapt and alter your methods primarily based on the outcomes from every marketing campaign. Plus, you are able to do this a lot extra shortly than when you needed to collect, interpret, and iterate on that information manually.
Listed below are only a few ways in which AI helps superior e-mail advertising and marketing:
Write extra related topic strains and e-mail content material
AI packages like Phrasee use a subset of machine studying known as pure language technology (NLG) to create high-performing, personalised topic strains, in-body copy, and even efficient calls-to-action. It’s a device that actually takes the headache and stress out of crafting the right e-mail.
Personalize your e-newsletter content material
Rasa.io is one other attention-grabbing choice for creating personalized AI-driven emails. It makes use of subscriber information to craft newsletters which can be tailor-made to every particular person. You may ship newsletters that solely use third-party content material or a mix of third-party and native content material.
As an illustration, a financial institution would possibly need to ship a e-newsletter that helps their account holders develop higher monetary expertise and alert them to new rules. However account holders have completely different wants and pursuits. So, why ought to all of them see the identical e-newsletter content material?
This selection could also be particularly helpful when you’re creating newsletters for a number of shoppers. Save your shoppers cash and save your self time through the use of AI-powered newsletters.
Optimize your e-mail ship occasions
Some e-mail platforms will let you use algorithms for figuring out the most effective time of day for emails to land in a subscriber’s inbox. Not simply typically, however for particular subscribers.
Providers like send-time optimization from Mailgun by Sinch discover the perfect ship time for every e-mail subscriber through the use of historic engagement information that determines when a subscriber is most definitely to open and have interaction together with your e-mail.
Routinely optimize your e-mail lists
AI-powered software program like Drift might help you higher handle your contact record with subtle algorithms that search subscriber information in your CRM and push it again to your advertising and marketing automation platform.
It corrects out-of-date information utilizing data pulled from e-mail signatures and manages unsubscribes from individuals who replied to a marketing campaign asking to be faraway from a listing. It could possibly even establish when somebody is not working for an organization or when an e-mail tackle is invalid earlier than you find yourself with a bounce.
2. Experiment with AMP emails
Nearly all of emails embody principally static content material and little or no interactivity inside the message. Nonetheless, with more and more overflowing inboxes, e-mail entrepreneurs have to compete for consideration. AMP emails offer you an edge over conventional HTML emails by making them dynamic and interactive. That would imply higher outcomes if you examine conversion charges of HTML vs AMP emails.
Listed below are some superior e-mail advertising and marketing ways you possibly can attempt with AMP:
Insert types
Any kind you would possibly in any other case use on an internet site may be added to an e-mail utilizing AMP. You may create a webinar signup kind, an occasion RSVP, account registration types, surveys and quizzes, suggestions types, and demo request types. As an alternative of being taken to a brand new window, subscribers can submit types instantly inside the e-mail, saving at the very least one — if not a number of — steps, and making the trail to conversion simpler.
Embed calendars
Make appointments and reservations simpler by embedding reserving calendars instantly into your emails. Whether or not subscribers are reserving a software program demo, making restaurant reservations, or shopping for airline tickets, the simpler the method is, the higher.
Add accordions
Generally you may need quite a lot of data that you simply need to ship in a single e-mail. If the e-mail feels too lengthy, you would possibly resolve to create a brief blurb after which attempt to push the subscriber over to an online web page that has extra content material. With AMP, you possibly can embody accordions, providing you with the power so as to add content material with out overcrowding and overwhelming subscribers.
Use product carousels
With AMP, not solely are you able to embed a carousel, however that carousel will all the time be up-to-date. Keep away from the frustration of sending potential clients to a product web page for an merchandise that’s not accessible through the use of the dynamic content material capabilities of AMP. This is only one cause that there are clear advantages of utilizing AMP emails for eCommerce.
However don’t simply examine it — see examples of AMP emails in a webinar recording from Electronic mail on Acid’s Splat Fest. You may as well fiddle by yourself if you use the AMP e-mail improvement playground.
3. Construct an augmented actuality e-mail
Even when you haven’t used augmented actuality (AR), chances are you’ll be acquainted with it from platforms like Snapchat, the place you possibly can overlay digital graphics and results in real-time onto your smartphone selfies. The cellular app recreation Pokémon Go additionally performed a giant half in bringing AR into the day by day lives of thousands and thousands of individuals. However augmented actuality isn’t restricted to social media and gaming. It can be used as a complicated e-mail advertising and marketing tactic.
Augmented actuality as a complicated e-mail advertising and marketing tactic is comparatively new, nevertheless it provides some thrilling potentialities, together with:
Selfie filters
Identical to on Snapchat, you should utilize software program like ZapStudio to create digital camera filters that use face-tracking and deep hyperlink them into your e-mail. Encourage subscribers to share these photos on social media to get extra user-generated market attain.
Staging merchandise in an actual surroundings
Enhance purchases out of your advertising and marketing emails by offering an AR expertise that enables clients to nearly place merchandise of their properties and places of work. When somebody is extra assured {that a} product will work for them, they’ll be extra doubtless to purchase it. You need to use Apple’s RealityKit2 to create AR product staging experiences even when you’ve by no means performed one thing like this earlier than.
Immersive panoramic experiences
Immersive environmental experiences may be particularly useful for industries like actual property, journey, galleries, or theme parks. Assist clients get enthusiastic about their journey vacation spot, how the rooms in a potential residence movement collectively, what an artwork exhibition will embody, or what rides are in your theme park. Along with utilizing panoramic photos, you possibly can add doorways or gateways to create portal experiences, making it look like you’re entering into one other realm.
Curious? Be taught extra about the best way to use augmented actuality in e-mail.
4. Conduct a segmentation survey
You could already use segmentation in your e-mail technique, however there are some superior ways that will enable you to get extra information for extra strategic segmentation.
You probably have a listing filled with contacts for which you solely know their title and e-mail tackle, right here’s an concept that would take segmentation and e-mail personalization to the subsequent degree: Subscriber surveys may unlock the door to extra helpful data that helps superior e-mail advertising and marketing.
Be simple with subscribers about why you’re sending the survey and allow them to know you’ve their greatest pursuits at coronary heart. Attempt messaging like, “Nobody needs emails that don’t relate to them. We need to ship a greater, extra personalised expertise to your inbox!”
Take into account that you’ll have to observe client privateness legal guidelines associated to information storage and assortment.
4 kinds of subscriber segmentation surveys:
1. Satisfaction survey
These surveys are easy and may be despatched out after a accomplished buy or after a interval of service. It may be so simple as asking a buyer to offer a thumbs up or thumbs down, or you possibly can have them charge your service on a scale of 1-10. If a buyer responds positively, you would possibly add them to a phase for continued engagement. In the event that they responded negatively, you would possibly add them to a phase that will get emails about troubleshooting product points or briefly droop them from getting additional advertising and marketing emails.
2. Web Promoter Rating (NPS) surveys
NPS surveys are used to gauge how doubtless a buyer may be to advocate your organization or product to a buddy. If a buyer solutions that they’re prone to advocate your product, you possibly can add them to a phase that receives extra promotional provides predicated on sharing with a buddy, BOGO provides or prompts to share a product or their expertise on social media.
3. Demographic surveys
These surveys may be tougher to get individuals to fill out as a result of they’ll really feel a little bit invasive. Questions on age, gender, schooling degree, occupation, family revenue, and marital standing may be perceived as prying. With these questions, you actually need to make it really feel definitely worth the subscriber’s participation. Along with assuring them that the knowledge might be used to be sure that they get related emails, you would possibly provide an incentive like a reduction on their subsequent buy.
4. Way of life and pursuits survey
Individuals typically take pleasure in telling others in regards to the actions and hobbies they take pleasure in. This sort of survey may additionally be perceived by subscribers as extra pertinent to personalizing their e-mail expertise. As an illustration, it doesn’t matter if somebody is eighteen, single, and works as a cashier or in the event that they’re 65, married, and a neurosurgeon — in the event that they each take pleasure in operating, each could possibly be an inexpensive target market for the newest operating shoe.
You may make these questions extra enjoyable by wording them in an amusing manner and making it really feel like a recreation. As an illustration, you can ask a sequence of “would you fairly” questions like, “It’s a phenomenal day trip. Would you fairly go for a run in your ‘model of shoe you promote’ or nap in your ‘model of backpacking hammock you promote’?”
There are many choices for making this sort of survey enjoyable. Get inventive!
Should you use AMP on your e-mail surveys, you possibly can enhance your possibilities of getting responses since subscribers received’t need to go to a different web site to finish the survey.
5. Use extra behavioral emails
Among the best methods to implement superior e-mail advertising and marketing ways is to benefit from advertising and marketing automation instruments.
Many transactional emails are automated — buy receipts, order delivery notifications, and supply confirmations are all a part of the automated e-mail course of that clients are used to. However it’s necessary to maintain subscribers engaged, whether or not they’ve bought or not. A good way to do that is to ship them automated emails primarily based on their habits on-line or in an software.
Listed below are some frequent campaigns that may be despatched primarily based on subscriber habits:
Welcome emails
When somebody joins your record, you possibly can ship an e-mail presenting them with a particular provide. You may make this welcome e-mail a part of a sequence that introduces the subscriber to your services or products and set off every subsequent e-mail primarily based on in-email habits.
Onboarding emails
When somebody indicators up for a service, you possibly can set off a sequence of emails primarily based on subscriber habits that forces them to finish a selected process earlier than the subsequent e-mail. As an illustration, an accounting agency would possibly onboard new shoppers with an e-mail prompting them to signal an engagement settlement. As soon as that’s signed, they get a subsequent e-mail asking them to add earlier years’ tax returns — and so forth till all duties are full. In the event that they don’t full the duty in a sure time-frame, a reminder e-mail is shipped.
Submit-purchase emails
Based mostly on what somebody has beforehand bought, you possibly can set off emails recommending equipment or associated merchandise, articles and movies associated to that product, or evaluation requests and satisfaction surveys.
This, by the best way, could be a wonderful alternative to make use of AMP emails for accumulating testimonials from clients.
Deserted cart emails
Our Black Friday e-mail advertising and marketing report discovered that solely 18% of respondents deliberate to make use of deserted cart emails as a part of their vacation gross sales technique. This was startling information. Deserted cart emails are one of many best methods to automate gross sales restoration. You may make them so simple as a single e-mail gently reminding a buyer to finish their buy, or you possibly can provide a sequence of reminders with completely different reductions over time. However significantly — when you’re not utilizing deserted cart emails, make the decision to start out doing so in 2022.
Re-engagement emails
In the identical manner you could ship emails primarily based on subscriber exercise, you may also ship them primarily based on subscriber inactivity. If somebody in your record hasn’t engaged together with your emails shortly, take into account sending them a survey asking them to replace their preferences, present suggestions, or warn them that they’re going to be unsubscribed.
Don’t neglect to check
Irrespective of how strategic or innovative you get with superior e-mail advertising and marketing, do not forget that e-mail shopper help for sure kinds of code and applied sciences is commonly inconsistent. It’s essential to take a look at your emails earlier than you ship them.
Should you’re utilizing newer applied sciences like AMP and augmented actuality, be sure your emails embody fallbacks for e-mail shoppers that don’t help these applied sciences. With Electronic mail on Acid by Sinch, you possibly can preview your e-mail in nearly any e-mail shopper or machine earlier than hitting “ship,” so you may make certain all of your subscribers have a great e-mail expertise.
Writer: The Electronic mail on Acid Workforce
The Electronic mail on Acid content material group is made up of digital entrepreneurs, content material creators, and straight-up e-mail geeks.
Join with us on LinkedIn, observe us on Fb, and tweet at @EmailonAcid on Twitter for extra candy stuff and nice convos on e-mail advertising and marketing.
Writer: The Electronic mail on Acid Workforce
The Electronic mail on Acid content material group is made up of digital entrepreneurs, content material creators, and straight-up e-mail geeks.
Join with us on LinkedIn, observe us on Fb, and tweet at @EmailonAcid on Twitter for extra candy stuff and nice convos on e-mail advertising and marketing.
