Email Marketing : Spam or Success?

Author : Shreya Srinivasan

It takes less than a second for a user to unsubscribe from impersonal, irrelevant mailing lists. We’ve all been there; opting out of mailing lists that we don’t even remember subscribing to.

However, drab promotional emails have vanished since the advent of AI and digitization. Emails are said to be 40x more effective than social media for acquiring customers. Email marketing strategies are evolving, and brands across the globe are jumping aboard the trends.

What is Email Marketing?

Email marketing is a digital marketing strategy that uses emails to create brand awareness and establish customer loyalty. Email marketing campaigns have the highest return on investment (ROI). A well-drafted email could convert prospective clients into returning customers, thereby increasing sales. Businesses are becoming smarter, offering newsletters to keep customers updated in lieu of appearing in their inbox without prior permission.

Effective Email Marketing Strategies -

Email marketing campaigns have changed for the better. They include many interactive elements, creative designs and unforgettable taglines. Here’s an insight into few email marketing techniques :

  • Personalization :

Customers provide basic information as they subscribe to a mailing list, such as their name. However, 70% of brands overlook personalized messages for the recipient. Does it really make a sizable difference? Experts say that personalized email messages deliver 6x higher transaction rates! Amazon has optimised custom emails by addressing the recipients. It’s always “Dear XYZ” and never “Dear Valued Customer.” The mailers also suggest items based on one’s purchase history.

  • Segmentation :

It is important to divide the audience into different categories based on certain criteria such as geographic location, interests, B2B clients, etc. This would enable further personalization of messages. For example, BookMyShow could send an email highlighting the upcoming events near the recipient’s area.

  • Gamification :

Gamification refers to adding games to an email to increase customer engagement. They could range from simple interactive gifs to a full-fledged crossword puzzle. The three main principles of email marketing gamification are engagement, rewards and competition. These rewards could be in the form of gift vouchers, discounts, coupons, etc. This incentivises interaction and strengthens customer relationships.

  • Mobile-friendly interface :

An email could include an exceptional copy and have the best design. But when mobile users notice that an email is not optimised for their smartphones, it is likely that they would delete the email, or worse, unsubscribe. Creating a responsive web design increases the overall performance of an email marketing campaign.

  • Triggered emails :

Trigger-based emails are automated messages that a recipient receives as per their activity. They come in the form of purchase receipts or login attempts, but one could also use it to effectively engage customers. For example, after surfing an e-commerce website, a customer has added items to their wishlist but hasn’t proceeded to checkout. An automated email would then encourage them to complete the purchase, highlighting the items on sale.

Zomato’s Innovative Email Marketing Campaign :

Zomato has consistently delivered unique marketing campaigns across all platforms. Over the course of the lockdown, they have adapted their existing campaigns to fit the audience’s unending cravings. The result? Humorous body copies that have doubled their revenue. Here’s a look at some of their popular email marketing campaigns -

Source : Business Insider

Zomato decided to write a witty, pun-filled CV of their best selling item, for the position of CEO - Craving Executive Officer. Instead of a basic call-to-action, they replaced the ‘order now’ button with ‘hire now.’

This next email campaign contained a cheat sheet that would help kids convince their skeptical families to order food during lockdown.

Zomato also partnered with the makers of Mirzapur to promote season 2 of the show.

Source : Marketing Mind

It is no coincidence that companies like Zomato are still banking on promotional emails. Email marketing isn’t dead. In fact, it has been revived due to the modern methods of marketing. With the combined efforts of creative minds and AI, email marketing is in for the long haul.

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