Email marketing. Not so long ago, this marketing tool seemed to be doomed. It was considered spammy, dull, ineffective and unprofitable. But as every aspect of online marketing is evolving, so is e-mail marketing. And these new innovations shine a whole new, interesting light on e-mail marketing.
Personalization and dynamic content
78% of marketeers state personalization is the most important innovation in the area of e-mail marketing for the next 5 years. This doesn’t mean putting someone’s first name in the subject line: personalization goes way further than that. Dynamic content, personalization based on all information that is known about a person, is what it means nowadays. For instance, analyze someone’s order history to offer specific products, or analyze a person’s click-behavior to create personalized content.
Embedded reviews and ratings
One way to gain more information about a product, is to hold a survey amongst your customers. In the example below, Amazon send an email following a customer purchasing a product. How did it fit? Too small, as expected or too large? This is in ideal way of receiving feedback and information about products, whilst at the same time interact with your audience.
Triggered emails are emails being send after customers undertook a certain action, like abandon their cart. As a marketeer, you can set up rules to send these email automatically.
By setting up a ‘triggered email workflow’, you can switch subscribers from one email list to another, based on their email click-history. This is called micro-segment targeting.
With text-to-join you can add people to your email list through texting. It starts with the application for a specific service via a text-number (for instance, 12341234). In the automatic reply, the consumer is asked for its email address in order to use the service or receive a special offer. Email service provides such as Mailchimp and Constant Contact are offering this method for free.
Google recently launched (in relative silence) ‘Google Wallet’: the possibility to send money via email. Below you can see the dollar sign at the bottom of Gmail, by which you can add the payment method to your email. Other service providers offer an e-mail checkout, whereby consumers can order a product within a few clicks. This innovation is expected to be massive, as it reduces the checkout process significantly.