The beginning of a brand new 12 months is a good time to make plans to strive new issues. Decide a journey vacation spot, a brand new pastime, or new delicacies to strive. After all, you can also make some electronic mail advertising and marketing targets in 2022 as effectively, like increasing your horizons and experimenting with some superior techniques.
Every year, new electronic mail advertising and marketing tendencies emerge and provide alternatives to extend the sophistication of your program and hold your technique from getting caught in a rut. To paraphrase the legendary thinker, Ferris Bueller: “E-mail strikes fairly quick. In case you don’t go searching from time to time, you would possibly miss it.”
So, let’s go searching. We encourage you to discover these 5 superior electronic mail advertising and marketing techniques and applied sciences in 2022:
1. Be an electronic mail AI early adopter
Nearly each on-line expertise entails synthetic intelligence (AI) to 1 diploma or one other — on-line buying, social media, engines like google, and most cell apps use AI to assist ship custom-made experiences for every person. So there’s no cause that you just shouldn’t be profiting from AI in your electronic mail advertising and marketing methods as effectively.
Utilizing AI in your electronic mail campaigns may also help enhance conversions, retain subscribers, save time, and assist you to perceive your model’s clients.
As a result of AI relies on giant units of information and sample evaluation, you’ll get insights into subscriber conduct that mean you can 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 if you happen to needed to collect, interpret, and iterate on that knowledge manually.
Listed here are only a few ways in which AI helps superior electronic mail advertising and marketing:
Write extra related topic strains and electronic mail content material
AI packages like Phrasee use a subset of machine studying known as pure language era (NLG) to create high-performing, personalised topic strains, in-body copy, and even efficient calls-to-action. It’s a software that basically takes the headache and stress out of crafting the right electronic mail.
Personalize your e-newsletter content material
Rasa.io is one other fascinating choice for creating custom-made AI-driven emails. It makes use of subscriber knowledge to craft newsletters which can be tailor-made to every particular person. You’ll be able to ship newsletters that solely use third-party content material or a mix of third-party and native content material.
As an example, a financial institution would possibly wish to ship a e-newsletter that helps their account holders develop higher monetary abilities and alert them to new rules. However account holders have totally 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 if you happen to’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 electronic mail ship instances
Some electronic mail platforms mean you can use algorithms for figuring out the most effective time of day for emails to land in a subscriber’s inbox. Not simply usually, however for particular subscribers.
Providers like send-time optimization from Mailgun by Sinch discover the best ship time for every electronic mail subscriber through the use of historic engagement knowledge that determines when a subscriber is most probably to open and have interaction along with your electronic mail.
Mechanically optimize your electronic mail lists
AI-powered software program like Drift may also help you higher handle your contact checklist with subtle algorithms that search subscriber knowledge in your CRM and push it again to your advertising and marketing automation platform.
It corrects out-of-date knowledge utilizing data pulled from electronic mail signatures and manages unsubscribes from individuals who replied to a marketing campaign asking to be faraway from a listing. It may possibly even establish when somebody is not working for an organization or when an electronic mail handle is invalid earlier than you find yourself with a bounce.
2. Experiment with AMP emails
Nearly all of emails embody largely static content material and little or no interactivity inside the message. Nevertheless, with more and more overflowing inboxes, electronic mail entrepreneurs must compete for consideration. AMP emails offer you an edge over conventional HTML emails by making them dynamic and interactive. That might imply higher outcomes if you examine conversion charges of HTML vs AMP emails.
Listed here are some superior electronic mail advertising and marketing techniques you may strive with AMP:
Insert varieties
Any kind you would possibly in any other case use on a web site could be added to an electronic mail utilizing AMP. You’ll be able to create a webinar signup kind, an occasion RSVP, account registration varieties, surveys and quizzes, suggestions varieties, and demo request varieties. As a substitute of being taken to a brand new window, subscribers can submit varieties instantly inside the electronic mail, saving a minimum of 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 better the method is, the higher.
Add accordions
Typically you may need numerous data that you just wish to ship in a single electronic 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 further content material. With AMP, you may embody accordions, providing you with the flexibility 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 at all times 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 E-mail on Acid’s Splat Fest. You may also fiddle by yourself if you use the AMP electronic mail improvement playground.
3. Construct an augmented actuality electronic mail
Even if you happen to haven’t used augmented actuality (AR), you might be conversant in it from platforms like Snapchat, the place you may overlay digital graphics and results in real-time onto your smartphone selfies. The cell app recreation Pokémon Go additionally performed an enormous half in bringing AR into the every day lives of tens of millions of individuals. However augmented actuality isn’t restricted to social media and gaming. It will also be used as a sophisticated electronic mail advertising and marketing tactic.
Augmented actuality as a sophisticated electronic mail advertising and marketing tactic is comparatively new, however it affords 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 electronic mail. Encourage subscribers to share these photos on social media to get extra user-generated market attain.
Staging merchandise in an actual surroundings
Improve purchases out of your advertising and marketing emails by offering an AR expertise that enables clients to just about place merchandise of their properties and workplaces. When somebody is extra assured {that a} product will work for them, they’ll be extra probably to purchase it. You should use Apple’s RealityKit2 to create AR product staging experiences even if you happen to’ve by no means accomplished one thing like this earlier than.
Immersive panoramic experiences
Immersive environmental experiences could 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 stream collectively, what an artwork exhibition will embody, or what rides are in your theme park. Along with utilizing panoramic photos, you may add doorways or gateways to create portal experiences, making it seem to be you’re getting into one other realm.
Curious? Be taught extra about the way to use augmented actuality in electronic mail.
4. Conduct a segmentation survey
You might already use segmentation in your electronic mail technique, however there are some superior techniques which will assist you to get extra knowledge for extra strategic segmentation.
You probably have a listing filled with contacts for which you solely know their identify and electronic mail handle, right here’s an concept that would take segmentation and electronic mail personalization to the following stage: Subscriber surveys may unlock the door to extra helpful data that helps superior electronic mail advertising and marketing.
Be easy with subscribers about why you’re sending the survey and allow them to know you might have their finest pursuits at coronary heart. Strive messaging like, “Nobody needs emails that don’t relate to them. We wish to ship a greater, extra personalised expertise to your inbox!”
Remember that you’ll must observe shopper privateness legal guidelines associated to knowledge storage and assortment.
4 kinds of subscriber segmentation surveys:
1. Satisfaction survey
These surveys are easy and could be despatched out after a accomplished buy or after a interval of service. It may be so simple as asking a buyer to provide a thumbs up or thumbs down, or you may have them price your service on a scale of 1-10. If a buyer responds positively, you would possibly add them to a section for continued engagement. In the event that they responded negatively, you would possibly add them to a section 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 probably a buyer is likely to be to suggest your organization or product to a pal. If a buyer solutions that they’re more likely to suggest your product, you may add them to a section that receives extra promotional affords predicated on sharing with a pal, BOGO affords or prompts to share a product or their expertise on social media.
3. Demographic surveys
These surveys could be harder to get individuals to fill out as a result of they’ll really feel a bit of invasive. Questions on age, gender, training stage, occupation, family revenue, and marital standing could be perceived as prying. With these questions, you actually should make it really feel definitely worth the subscriber’s participation. Along with assuring them that the knowledge shall 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 usually get pleasure from telling others concerning the actions and hobbies they get pleasure from. This type of survey may additionally be perceived by subscribers as extra pertinent to personalizing their electronic mail expertise. As an example, 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 get pleasure from working, each might be an affordable target market for the most recent working shoe.
You can also make these questions extra enjoyable by wording them in an amusing manner and making it really feel like a recreation. As an example, you may ask a collection of “would you reasonably” questions like, “It’s a stupendous time out. Would you reasonably 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 type of survey enjoyable. Get inventive!
In case you use AMP on your electronic mail surveys, you may improve your possibilities of getting responses since subscribers gained’t should go to a different web site to finish the survey.
5. Use extra behavioral emails
Top-of-the-line methods to implement superior electronic mail advertising and marketing techniques is to reap the benefits of advertising and marketing automation instruments.
Many transactional emails are automated — buy receipts, order transport notifications, and supply confirmations are all a part of the automated electronic mail course of that clients are used to. Nevertheless it’s essential to maintain subscribers engaged, whether or not they’ve bought or not. An effective way to do that is to ship them automated emails primarily based on their conduct on-line or in an utility.
Listed here are some frequent campaigns that may be despatched primarily based on subscriber conduct:
Welcome emails
When somebody joins your checklist, you may ship an electronic mail presenting them with a particular provide. You can also make this welcome electronic mail a part of a collection that introduces the subscriber to your services or products and set off every subsequent electronic mail primarily based on in-email conduct.
Onboarding emails
When somebody indicators up for a service, you may set off a collection of emails primarily based on subscriber conduct that forces them to finish a selected process earlier than the following electronic mail. As an example, an accounting agency would possibly onboard new shoppers with an electronic mail prompting them to signal an engagement settlement. As soon as that’s signed, they get a subsequent electronic 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 electronic mail is distributed.
Publish-purchase emails
Primarily based on what somebody has beforehand bought, you may set off emails recommending equipment or associated merchandise, articles and movies associated to that product, or assessment 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 electronic 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 can also make them so simple as a single electronic mail gently reminding a buyer to finish their buy, or you may provide a collection of reminders with totally different reductions over time. However significantly — if you happen to’re not utilizing deserted cart emails, make the decision to begin doing so in 2022.
Re-engagement emails
In the identical manner which you could ship emails primarily based on subscriber exercise, you can too ship them primarily based on subscriber inactivity. If somebody in your checklist hasn’t engaged along 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 electronic mail advertising and marketing, keep in mind that electronic mail shopper help for sure kinds of code and applied sciences is commonly inconsistent. You should take a look at your emails earlier than you ship them.
In case you’re utilizing newer applied sciences like AMP and augmented actuality, be sure that your emails embody fallbacks for electronic mail shoppers that don’t help these applied sciences. With E-mail on Acid by Sinch, you may preview your electronic mail in nearly any electronic mail shopper or machine earlier than hitting “ship,” so you can also make positive all of your subscribers have a perfect electronic mail expertise.
Writer: The E-mail on Acid Workforce
The E-mail on Acid content material group is made up of digital entrepreneurs, content material creators, and straight-up electronic 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 electronic mail advertising and marketing.
Writer: The E-mail on Acid Workforce
The E-mail on Acid content material group is made up of digital entrepreneurs, content material creators, and straight-up electronic 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 electronic mail advertising and marketing.
