In its latest State of Email Marketing report , Demand Metrics shared insights from companies that use email marketing on a daily basis.
We have selected a number of trends that we believe are the most interesting :
Objectives – promote brand growthReasons to do Email Marketing
1 – Investing time and resources in email marketing ghana business email list continues to represent added value. Companies that carry out professional campaigns see a return in the form of increased brand recognition and greater interest in the company .
2 – Information obtained from companies shows that careful use of an email marketing platform is a component that leads to growth , even though it may not be the only solution in the face of a crisis.Email Marketing Effectiveness by Objective
Challenges – Gaining Users’ Attention
3 – Competition for users’ attention in their inboxes continues to be the main challenge for email marketing in 2020. Investing in increasing the effectiveness of email marketing campaigns through the use of professional platforms will generate higher opening rates.
4 – If the goal is to increase profits and returns , email marketing has proven to be a powerful tool. Open rates for campaigns that target targeted sales are more successful than occasional emails sent for informational purposes.Average Open Rates by Objective
5 – Companies are increasingly relying on third-party resources and skills. They are also outsourcing or collaborating between their own resources and external resources. B2C companies are now willing to invest in external collaborators to support their email marketing activities.
Strategies – Using Professional Services
6 – What tactics do companies use to achieve medium to high email open rates (at least 16%)? The best tactics include personalizing emails, including the subject line. Companies also aim to improve delivery rates and maintain their contact lists. These steps require the use of professional platforms , such as Emailchef, equipped with performance features.Email Marketing Strategies
7 – One area that has shown significant change is the reduction in the use of purchased email address lists . Email marketing experts recognize the risks of these operations outweighing the benefits. This is a change for the better.
8 – Companies with established processes to optimize emails, such as reviewing returns from past campaigns , increase their average open rates.
Contacts – Use of Information
9 – Many email marketing companies fail to take advantage of all the information they have about their subscribers . According to Demand Metrics, companies say they know their customers’ most important preferences, including the type of device used to read emails, the opening times of messages, and the browsers and email clients used.Known subscriber preferences
10 – Over 70% of businesses use available technology to preview how emails appear on different devices and email clients . Previews are just one example of how technology is available to help professionals improve their promotional efforts.
Performance – Generate Conversions
11 – The relationship between open and click rates is not as intuitive as many people think. A message with a compelling subject line, sent by a company that is part of a certified whitelist , may not generate clicks if the text in the body of the email is poorly written.Presence Between Certified Whitelist and Revenue Growth
12 – Of course, the performance of a well-packaged email message will suffer if the subject line is carelessly worded or has not been tested to see how it looks on various clients and devices.
13 – The relationship between open and click rates suggests that professionals who follow best practices to maximize email opens are equally committed to creating messages that generate conversions .
Conclusions
The cost of email marketing platforms in 2020 is still low compared to other channels such as social media and Google Ads, while the return on investment that can be generated by consistent and planned activity is high.
