You've Got Mail: 6 Email Marketing Lessons We Learned From 2020

You've Got Mail: 6 Email Marketing Lessons We Learned From 2020

We’re willing to bet you’ve had at least one marketing email in the past hour. With the ecommerce world thriving like never before (and still growing for the foreseeable), standing out from the ever-expanding crowd is becoming increasingly difficult.

Even despite being one of the most challenging years in recent history for businesses of all kinds, 2020 has nonetheless taught us some important lessons that will inevitably see email marketing performance improve in the months and years to come.

Let’s explore some of those lessons now.

Email marketing is still effective, and growing

Even since the early days, many naysayers of the marketing world have claimed email marketing has had its day and is on its way out. It’s safe to say that 2020 disproved this theory - with the number of new landing pages increasing by 70% since 2019 and the collection of email data growing by 75%. As a result, the number of unique buyers and ecommerce purchases via email marketing saw dramatic gains last year - with widespread social distancing playing a key role in this growth.

With more and more consumers signing up to more newsletters and email lists, now is the time to use your website, social media channels, and any other form of data gathering at your disposal. Gather as much data as possible on your customer base, and leverage this data in the name of email marketing success.

Protect customers’ inboxes for increased profit

During the height of the pandemic, customers received many, many emails. Perhaps too many emails. In 2021, it’s time to look after your customers and prioritise email quality over email quantity which will, in turn, help you to generate more profit through your email marketing campaigns.

You’d be forgiven for thinking sending more emails would result in more revenue. However, where subscribers find they’re being digitally harassed by the brands whose mailing lists they belong to, an influx of emails can result in the dreaded ‘unsubscribe’. That is, unless these emails are authentic and value-adding on the whole, rather than self-promotional and repetitive.

The key is to avoid bombarding customers with a constant stream of aggressive sales messages at all costs. This can mark a positive step in growing your business, potentially resulting in greater customer trust and increased sales revenue.

Customers want feel-good content

In times that can only be described as challenging for all of us, users need to engage with feel-good content now more than ever. If your email content is authentic and engaging, and offers something legitimately valuable to users, it stands the best possible chance of driving those all-important opens and clicks.

To really learn from this revelation in your 2021 email marketing activity, draw on your knowledge of your customers, your industry, and personalities within your community to shape the content of your emails. By finding a balance between feel-good factor and sector relevance, you can make your marketing emails more engaging, more meaningful and more effective.

Email personalisation should be a priority

A primary advantage of email marketing is that personalisation can be done at scale. Whether you’re sending 10 or 10,000 emails, each one can be personalised. Being able to offer a personalised experience for each customer is something not many marketing tools are able to offer. And this has been more important than ever since 2020, due to the sheer volume of sales and marketing emails subscribers across the globe are receiving.

To make the most of email personalisation, you need to know your customer journey intimately, and utilise email personalisation to make the most of each step in this journey. Welcome emails, for example, can get relationships with customers off to a winning start, with personalised content from your very first email-based encounter.

Transactional emails also offer ample opportunity for personalisation, creativity and ingenuity to make every interaction between your business and its customers a fulfilling and memorable one.

Take advantage of automatically triggered emails

When getting started with email marketing, it’s easy to neglect automated emails - but these strategic campaigns can make you money while you sleep. Sounds pretty good, right?

Setting up targeted emails that are triggered when a user takes a certain action on your website is a great way to keep your customers informed, but also helps to generate extra revenue. For example, an email can be sent to a customer who has left items in their cart without completing a purchase (these are known as abandoned cart emails).

These can be set up to send 1 hour, 24 hours and 48 hours after the user has abandoned their cart - offering an incentive for the user to complete the transaction within a certain timeframe. If implemented correctly, these emails can deliver sky-high conversion rates.

Trial time-restricted emails

Promotional emails tend to generate the most opens and clicks due to the offer on the table - but they often fail to convert clicks into sales. With time-restricted emails, you can tempt users with a promotion that’s given a sense of urgency due to being time-sensitive - prompting users to make a timely purchase.

You can achieve this by offering a sitewide promotion (such as a percentage discount across your entire range) or giving a unique discount code to loyal customers to reward them for their valued custom.

While anyone can try their hand at email marketing, generating a worthwhile ROI and consistently engaging customers email after email is no easy feat.

Here at Land Digital, we use our email marketing expertise to build best-practice campaigns to keep your customers engaged for the long haul. Get in touch today to find out how we can help your business thrive using our digital toolkit.