Personalized and targeted messaging
Consistent and valuable communication builds a relationship with your customers and gives them reasons to keep coming back.
To keep a competitive edge in 2023, marketing needs to keep two things in mind:
- Consumers want emails that are personalized to them, and that does’t mean just using their name in the header.
- Privacy is a big concern to consumers. They want to have a choice in what data is being collected, and importantly, they want value in return.
By the Numbers
Open Rate and Click-Through Rate
Average open rate in the U.S. is 30.74% and click-through rate (CTR) averages 2.68%. As privacy becomes a bigger consideration for consumers, you can get ahead of the competition by shifting focus away from Open Rate and toward more reliable metrics, like CTR and conversion rates.1
Return on Investment
Email Marketing has a huge Return on Investment (ROI): According to a 2020 survey carried out among marketers worldwide, for every U.S. dollars invested in email marketing, brands earned 36 U.S. dollars. Among the presented industries, the ROI was highest in the retail, e-commerce, and consumer goods sector, with 45 dollars per one dollar spent.2
People Still Read Emails
As of 2019:
- 91% of people of age (15-24) prefer email, while 88% of people of the same age group use social media.
- 93.4% of people of age (25-44) make use of email, but 78% of people of the same age group utilize social media.3
According to an Adobe survey, people spend 2.5 hours per weekday checking emails, but it’s important that the emails are personalized and deliver value to to customer.4
In my strategy, I focus on email CTR (which tells us the number of people who clicked on any of the links inside of your email) and on conversion rates which are personalized measurements that track a specific action taken by your audience. Together, we’ll decide what actions are important to you based on your goals.
Email is a valuable tool to get to know your audience and gather “first-party data” which is becoming increasingly important as people prioritize privacy.
Convinced?
I use Mailchimp for my email sending service, click to find out why.
Pricing:
- Free: $0
- Essentials: $9.99
- Standard: $14.99
- Premium: $299
Ease of Use:
Anyone can quickly learn to use Mailchimp, I promise.
Customer Journeys:
- Welcome emails
- Win back
- Cart abandonment
- Order notifications
Advanced Reporting:
Not only does Mailchimp provide open rates, click-through rates, and click maps for email campaigns, they use predictive AI to offer analysis and improvement suggestions.
Integrations:
- Google Analytics
- Many social media sites including Instagram and Facebook
- Shopify, SquareSpace, Woo Commerce, and other e-commerce sites
Bulletin Austin | TX 