Email marketing remains one of the most powerful marketing tactics to connect with customers, but it has changed drastically over the years. With new privacy policies coming from Apple and spam filters becoming more difficult to beat, traditional metrics like open rates won’t be as reliable as they were in the past and we’ll have to depend more on engagement and actions taken to customize messages.
The best ways for marketers in 2022 to maximize email conversions is by using 3 strategies: personalization, customer service, and segmentation of email lists.
First, personalizing emails for customers by using past interactions is the best way to get more clicks on your content. According to a study from 2012, personalized subject lines have an open rate that’s 26% higher than non-personalized ones and are 40 times more likely to be opened.
Personalizing emails is one of the best ways to increase engagement and click-through rates, as well as customer loyalty. By using customer data to personalize emails, you’re more likely to appeal to their interests and get them to take the desired actions.
In order to personalize emails, you need to have access to data that includes past interactions with customers, as well as their demographic information. This data can be used to create dynamic content, and target customers with specific offers.
Email marketing is all about getting customers to take action, whether it’s buying a product or engaging with promotional content on social media. However, you can’t just blast an unqualified audience with your message. You need to interested customers who are actually going to take action.
One of the best ways to get interested customers is through customer service. According to a study by J.D. Power, 67% of customers say they would be more likely to buy from a company that they had a good customer service experience with in the past. And, 88% of customers say they’re likely to tell their friends about a good customer service experience.
So, how can you use customer service to improve your email marketing? First, make sure you’re providing the same high level of customer service through your email marketing that you are in person or on the phone. Second, make sure to respond to customers quickly and personally. Third, use triggered emails to send out relevant content based on past interactions.
Lastly, email list segmentation will be more important than ever in 2022. Segmentation will be key when targeting emails because different customer segments have different interests so they’ll respond differently depending on the type of promotions offered. For example, if someone has already expressed interest in one of your products, sending them another promotion might get more engagement than generic offers sent out to everyone else. It’s crucial that marketers test which segment gets the most conversions before making decisions based on broad generalizations across email lists. By dividing customers into different groups and sending them targeted content, businesses can increase their conversion rates by as much as 760%.
Email marketing is still a powerful tool for connecting with customers, but the way we do it needs to change to keep up with evolving technologies and privacy policies. Personalizing emails, focusing on customer service, and using list segmentation are three strategies that marketers should use to maximize conversions in 2022.