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Mastering Email Marketing: From Basics to Advanced Tactics

Email marketing might feel old-school in an age where social media campaigns are all the rage. However, ask any seasoned marketer, and they’ll tell you – it’s far from obsolete. In fact, it’s like that comfortable pair of jeans you can always rely on, regardless of changing trends. Ever wondered why? Its unparalleled ability to provide a brand and its customers with a direct line of connection.

Consider the situation in its proper context. Did you know that, as of July 2017, a staggering 49 percent of respondents said they’d like receiving weekly promotional emails from their preferred retail brands? This is not just any data, but one from a credible source like Statista. Fascinating, right? This shows the unexplored potential and the existing appetite for well-crafted email campaigns.

So, how do we maximize this channel’s potential?

Finding the Right Frequency

Remember that friend who messages too often? Annoying, isn’t it? Now, imagine brands doing that. It’s essential to strike the right balance when it comes to email frequency and mass emailing subscribers. Nobody appreciates an inbox cluttered with promotional emails. As seen from the Statista study, consumers have a frequency preference. Why not tap into that? Weekly emails might just be your sweet spot for keeping engagement high without turning off your subscribers.

Designing Impactful Email Content

Why send out an email if it doesn’t strike a chord with your readers? It’s crucial to design content that truly echoes the desires, curiosities, and challenges of your subscribers. Whether you’re unveiling a new product, offering a nugget of industry wisdom, or building a community vibe, your message needs to be spot on. Embrace vivid words, striking visuals, and occasionally, infuse a touch of wit. After all, who claimed marketing emails can’t have a zest of fun?

Harnessing the Power of Modern Tools

This is where the fun part comes in. As email marketing evolves, brands find themselves in a treasure trove of the latest tools. For example, with Selzy’s A/B testing, you can compare two different versions of emails to get a clear picture of what really engages your audience. Imagine subtly asking your recipients, “Which version interested you more?” without them realizing they’re voting.

While discussing indispensable tools, it’s hard to bypass stalwarts like Mailchimp and HubSpot. They stand tall, offering a gamut of email marketing services, ranging from adaptable templates to in-depth analytics.

Curating and Categorizing Your Subscriber Base

This is where the real charm of email marketing shines through. A well-directed email has the might to turn heads and prompt action. The secret? Segmenting your subscriber list. Just onboarded a bunch of fresh subscribers? Treat them to a cozy hello and maybe throw in a special discount. Been with you through thick and thin? Show your veteran subscribers some love with exclusive rewards or a glimpse of what’s on the horizon. The goal is to make every subscriber feel seen and cherished. Customized content is the golden ticket here.

Ready to jump into the riveting realm of email marketing, buddy? As we push ahead, we’ll peel back layers, diving into nuanced strategies that enable brands to touch not just mailboxes, but souls. It’s crucial to remember: it’s less about the volume of emails dispatched and more about the bonds forged.

Navigating Apple’s Mail Privacy Protection

As we plunge deeper into the world of email marketing, it’s essential to understand the new dynamics that are shaping the industry. We’ve already discussed how important it is to craft compelling content and segment your email list. But what happens when external factors, like regulations and innovations, tweak the gameplay?

A significant development in the realm of email marketing is the Mail Privacy Protection (MPP) by Apple. This innovation is already influencing the reported statistics by marketers across the globe. The average email open rates have taken a leap upward by a sizable 7.14 percentage points. But this isn’t necessarily all good news, as Click-Through Rates or CTRs have witnessed a slight decrease of 0.13 pp according to a report from GetResponse.


Understanding the Implications of MPP on Email Marketing

MPP’s inbuilt protection allows Apple users to automatically load the privacy-revealing pixels used by marketers in emails to track open rates. This means that marketers might see inflated open rates as any unopened emails on Apple devices will also show as ‘opened’ in your analytics. Hence, open rates might not accurately represent the genuine reach of your campaign anymore.

Consequently, the drop in CTRs can be attributed to inflated open rates, but it’s also an indicator that email marketers need to shift their focus more towards engagement metrics. With this development, marketers are encouraged to provide subscribers with more reasons than ever to click within their emails and react to their content, instead of just reading them passively.

Revising Email Practices for Enhanced Subscriber Engagement

The advent of Apple’s MPP compels a significant recalibration of email marketing methods. The primary aim is not just to attract viewers to open the mail but to inspire a connection that encourages interaction with the content. There’s much more to optimize beyond simply the open rate.

This transition involves the primacy of personalization. Utilize segmented subscriber data to discern specific preferences and tastes, which informs the customization of your email material. Implement engaging resources like CTAs, interactive components, and questionnaires, which will coax your subscribers into actively engaging with your emails.

Fine-tuning the Skills to Amplify Engagement

Elevating engagement requires both creativity and insight – it’s more art than mere numbers. This is where truly understanding your audience makes all the difference. Weave a narrative that conveys your brand ethos yet connects with your subscriber base. Fuel anticipation with previews of forthcoming releases or invitations to virtual events – keep your subscribers invested and eagerly receptive to your future emails.

Being receptive to feedback is key here. Dedicate space within your emails for reader responses and opinions. Such inclusion allows subscribers to feel heard and appreciated and gives you valuable updates for evolving your strategies further.


IEMLabs is an ISO 27001:2013 and ISO 9001:2015 certified company, we are also a proud member of EC Council, NASSCOM, Data Security Council of India (DSCI), Indian Chamber of Commerce (ICC), U.S. Chamber of Commerce, and Confederation of Indian Industry (CII). The company was established in 2016 with a vision in mind to provide Cyber Security to the digital world and make them Hack Proof. The question is why are we suddenly talking about Cyber Security and all this stuff? With the development of technology, more and more companies are shifting their business to Digital World which is resulting in the increase in Cyber Crimes.


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