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The Relevance of Email Marketing in 2020

An overview

May 30, 2020
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In the old days of digital marketing campaigns, emails were a must for any business, they were most effective.

However, as other marketing channels have emerged, there has been talk of switching from email marketing to other popular platforms, but this can be a mistake for most businesses.

Because email is still a very effective form of marketing. Read on to learn more about the elements of email that can change the effectiveness of a campaign.
Is email marketing still useful?

While some businesses follow social media or paid media via inbox, email marketing is a splendid way to generate leads for any business.

Since the reliance on email has not changed over the years, this is the way we use it. With 3.8 billion active email users a few years ago (and expected to continue to grow), there are more email users than ever before.

The importance of personalization

Personalization is integral to any successful email marketing campaign. The traditional blanket approach of sending newsletters to a full mailing list has become more transparent to audiences, which is more cautious than ever with the bestselling products.

When a customer signs up for a mailing list, they trust the business to communicate with them. When they think they are getting irrelevant emails, this belief is lost.

Personalization plays an important role in any effective email marketing campaign. This personalization is divided into three major areas, which work best when implemented together:

Who is the customer?

Where are they in the sales funnel?

How to personalize email content?

1. Who is the customer?

The most obvious aspect of effective email marketing personalization is contact person details. It affects their geographical location, age and past product / service interests.

For example, Grub personalizes emails based on their users’ geographical location, and if so, can send emails based on the weather of the day.

If a customer receives irrelevant emails from the business, they may ignore or unsubscribe from emails.

Without this basic form of personalization, it soon becomes clear that business sends the same information to everyone, regardless of its image.

2. Where are they in the sales funnel?

Any information that a customer tells you about them will help to personalize your email campaign around them, and the amount of communication you have with your business.

Even a well-prepared email is useless if sent. For example, if a customer signs up on your mailing list and does not put an item in the basket or inquires about the service, they will be at the beginning of the sale.

The sales funnel is a series of steps that lead to a kind of transformation in the customer journey. Realizing where they are on this journey and establishing your communication with them is called Lead Enhancement, which when combined can lead to a significant increase in sales.

This does not mean that you cannot appeal to the beginners of the sales funnel: for new subscribers, you can connect them with a welcome email. This is a marvelous opportunity to show them what your brand is all about.

See, for example, Warby Parker’s welcome email discussing their mission, how they work, and a playlist for new subscribers.

3. How to personalize email content?

It can also be employed to expand the content of each email so that you can notify any customer or service about any services or products.

For example, the inclusion of a customer name in the subject header will attract their attention - more than a simple product update. The customer name may not always be known, but it is worth it to understand how they interact with your brand.

Did they give their details at a recent seminar? Or do they subscribe after buying a particular product? It is important to know that the way a client has collaborated with a business in the past reflects the way they interact.

The email below from Alta shows you how you can use data to provide a personalized experience, regardless of your subscriber’s name.

Is email personalization easy to get?

Personalization of an email marketing campaign may sound like extra work compared to traditional newsletters, but with automation, you can save time while increasing ROI.

Email marketing automation tools work by gathering information about a customer or their activities, which motivates them to travel. It’s as simple as a welcome email, which has more complex rules for sending offers based on the customer’s name or the customer’s or their past product purchases.

However, by automating a set of triggers and rules for your email campaign, you can apply significant time to figuring out the overall effectiveness of each trip.

What is Lead Enrichment?

Lead nurturing is an important part of any automated email marketing campaign. As the name suggests, you understand a lead in lead raising and use this awareness to guide the next stage of your sales funnel.

As a recent investment infographic reveals, nurtured leads cost 47% more than average nurtured leads. This means that when done, increased upbringing can lead not only to higher sales but also to higher value sales. To nurture leads, you need to understand three separate steps:

1. Lead Qualification

Understanding the lead in deciding how to proceed with them in your business is fundamental to maximizing conversion efficiency. It starts when they sign up to your mailing list.

If you do not have information about lead, it is important to determine what works best for you.

You know that your business pays most of its sales to those who work in a particular area. Here, it is important that you know the employment of the lead, so it is worth finding out when they sign up.

Similarly, the lead can qualify after sign-up. This can be done by tracking which pages a customer with an account on your website has visited, or by opening your welcome email after receiving the welcome email.

However, before you start a campaign, knowing how far the sales customer has come will help them get started on the right foot.

2. Partition

Once you qualify for the lead, you can define the departments that establish them so they can embark on your campaign journey. You can start this by dividing the information they give you, such as their age.

Depending on your past conversions, people of a certain age may be more likely to engage in an email announcing a sale than others, so you can add them to the target category.

Often, over time, you will get more information from customers, allowing you to place them in more specific categories.

Details of this division, such as the Code of Conduct, are more likely to move them to the next stage of your sales funnel.

3. Automate your campaign.

Once you have determined who your users are and what category is best for them, automation allows you to run the campaign.

Automation comes with the clear benefit of cutting the volume of work that voluntary personalization does, and the tracking benefits of automation.

By tracking which emails are opened, what links they click, and the pages visited, your business can get valuable data about the benefit or failure of a campaign.

This means that the time you save without automating an email campaign can be returned to improve its strategy.


An improved approach to email marketing campaigns represents a significant increase in your business’ ROI budget. While studies show that $1 for every $1 spent on effective email marketing, it’s more important than ever for business growth.

Using the latest developments in personalization and automation, you can ensure that the business responds to its potential customers in actual time.

With an effective email marketing strategy, you can ensure that your business is leading and analyzing, allowing your business to grow.

The Mailman

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