Because of COVID-19, time is now divided into two distinct periods. Clients’ tastes have changed in the last several years. You will need to make some adjustments to your product promotion strategy to account for customers’ changing habits and preferences.
Everything in your marketing approach, from emails to physical posters, needs to adhere to this. As email is one of the most profitable marketing channels (generating $51 for every $1 invested), it’s important to look forward to the interesting developments that email marketers may anticipate in 2023 and beyond.
- Write email messages with empathy
In 2023, it will be even more crucial to have an understanding and sympathetic tone in email correspondence. Many individuals and companies are still having a hard time. That’s why you need to tone down your approach and tailor your plan properly. It is particularly true for any preprogrammed but forgotten email alerts.
Examine all processes to see if you can improve how emails are used to reflect current trends. You may opt out of all automatic emailing completely if you want. Email marketers need to be flexible and ready to change their message if an emergency or sensitive event occurs in an area.
- Use agile email marketing strategies
Litmus reports that for 53% of companies, the time it takes to generate a single email is two weeks or more. It demonstrates how very sluggish email marketing is. The micro-inefficiencies that contribute to this problem may be eliminated using agile email marketing.
The foundation of agile email marketing is the idea of incremental progress toward a larger goal. Email marketing has long been a staple of the marketing industry. In contrast, agile shifts the focus from conversions to user education.
The three pillars of agile email marketing for small firms are information, innovation, and inclusion.
Embracing agility is the best strategy to get a competitive advantage. The time it takes to compose an email will be reduced – you’ll be able to construct more powerful communications that achieve their goals.
- Spend money on an all-around marketing strategy known as omnichannel
Although email is one of the most efficient marketing tools, it is not sufficient on its own to bring in new customers. It means adopting an omnichannel strategy that incorporates social media marketing, in-app alerts, push notifications, and SMS messaging to provide a unified experience for the subscriber across all touchpoints.
For instance, a marketer at an online shop would have to go above and beyond only sending an email to those who had abandoned their carts by sending a text message, a push notification, and an in-app notification. Ensure the finished product is not too complicated for the client to use. Avoid sending push alerts or text messages to consumers who prefer email instead. The goal is to ensure that your message gets read and understood among all the other digital chatter and distractions.
- Automating email communication
Slowly but surely, email automation is becoming more of a standard procedure than a fad. The e-commerce sector will benefit greatly from this strategy. With the help of automated email processes, the eCommerce industry is expected to develop rapidly. In 2020, email automation helped provide a 29.5% success rate. Does it inspire you to the point where you want to use automated email campaigns?
Email automation is not limited to eCommerce; other industries, such as tourism, real estate, and business-to-business (B2B), may all benefit from increased productivity and customer engagement.
- Put BIMI to use in your email marketing
One of the most efficient methods of establishing brand trust in 2023 and beyond will be BIMI (Brand Indicators for Message Identification). BIMI allows you to have your company’s logo appear next to the email in the inbox. In the absence of BIMI, most email clients will display the user’s profile image or initials instead of the sender’s name.
Why do we need to deploy BIMI?
Below are some motivational arguments:
- Confidence may be increased with the use of BIMI.
- With this method, you may prevent spoofing or phishing attacks on your company’s name.
- You may stand out from the crowd and increase your exposure by using BIMI in your email communications.
- It will serve as validity evidence, increasing the likelihood that your emails will be read.
- Your company’s conversion rate will increase as a result of all this.
- Promote AMP through email and make some noise
Accelerated Mobile Pages, or AMP, are one of the most talked-about developments because of their potential to improve subscriber engagement and the overall quality of the customer service they get. Let people create events, RSVP, purchase tickets, and fill out a contact form through email with this technology.
In other words, readers may take action directly in the email without being sent to a separate landing page. If you own an online shop, AMP can enable your consumers to finish their purchases without leaving their email inboxes.
- Email marketers need to make their messages accessible in Dark Mode
With the meteoric rise in popularity of Dark Mode, the whole email marketing team will need to start creating emails that still look excellent in a dark theme. Maintaining a high email deliverability rate requires attention to details like Dark Mode compatibility.
Any email that doesn’t display properly in Dark Mode will be marked as spam. Even if it makes it to the inbox, it might be problematic for the subscriber. Because of this, they may start flagging your emails as SPAM or stop responding to them altogether. Emails should be designed such that they look well in both the dark mode and the bright theme to prevent this problem.
- Make your email aesthetically attractive
You may still utilize text-only emails for your B2B firm to greet new clients or nurture existing ones with a tailored message. Most firms, however, put significant resources into creating an eye-catching HTML email.
To make their emails more visually appealing, marketers are increasingly turning to moving imagery such as GIFs, embedded movies, and animated graphics. You need to be resourceful and imaginative while keeping your company and customers in mind.
- The significance of A/B testing in the future
Since your customers’ tastes have evolved, you need to do A/B testing to find out what resonates with them. You must do A/B testing if you want to experiment with emojis in subject lines, employ a persuasive and compassionate tone in your message, include GIFs or animations in your email, or rearrange the location of your CTA.
It necessitates running parallel email campaigns to two distinct groups of readers. Then, based on the results, you may distribute the winning version to the rest of your subscribers. Just test one variable at a time to get accurate results. You should also distribute the test emails to subscribers who are part of the same group and have the same interests.
Conclusion
This report provides a clear forecast of the future of email marketing in 2023 and beyond.
