In the rankings of the most profitable and most successful marketing tools, email marketing often occupies a prominent position. Marketers tend to view it in a very positive light and consider it particularly profitable and relevant. Open rates are optimal and conversion rates are within the industry’s desirable range. If we add to this the fact that marketers themselves have complete control over what happens and the data generated, unlike with other digital marketing tools, we can understand their interest and positive view of things.
However, no matter how well things go in email marketing, this discipline faces a certain paradox. What consumers believe about the campaigns they receive from companies and what companies think their recipients are feeling about their messages are completely different things.
Warc concludes in an analysis
Consumers and marketers have a completely opposite view of relevance in email marketing. The studies make this clear. One that asked marketers about the reception of their messages indicates that 55% of marketers think that half of the emails they send are relevant or useful to consumers.
Another study, this time asking the same question to consumers, presented things in a less optimistic light. Consumers only viewed 15% of the emails they received as useful or relevant. 44 percentage points were left behind.
So is all this belief about the benefits of email marketing just smoke? No, that’s not what you can say either. Consumers still prefer email marketing as a channel to receive messages from brands, and they do so in an overwhelming way.
73% of consumers clearly indicate, in fact, that this is the preferred channel for potential customers to receive marketing messages. But their preference for this channel does not mean that anything goes when it comes to email marketing practices: marketers must do a job of understanding what it means and what they want.
What is relevant and what is not
Marketers need to make an extra effort to understand. What is relevant and what is not when it comes to email marketing. The core idea of what is relevant in email marketing is to deliver. The right message to the right person at the right time.
However, as explained in the analysis, relevance in email marketing also involves going further. Analyzing how the email is accessed. How those messages are read or what is most important to us in the body of the email itself.
Therefore, marketers should add three saudi arabia mobile number list pdf more points to the list of elements that make a message relevant or not. In the analysis, they talk about timing , choosing the best moment to send emails. It is not just a question of the best time, but of a much more personalized action. You have to take into account the moment in which the consumer is in the purchase journey, in order to send what will or will not be relevant to them.
The second key point regarding relevance is context
Context should be global – as the pandemic made clear and marketers had to adjust. Their entire email marketing strategy to it – but also personal. If your consumer has never bought children’s products. For example, you should not assume that, because of her age range, she is a mother. If your consumer has been focused on consumption patterns related to savings. It may not be the best time to sell them holidays. Data should be used to understand. What moment consumers are going through and what their context is.
Sometimes, however, there are major mistakes made in the way email marketing campaigns are organized. This is what happens with e-commerce when, how to improve your commercial proposals? After having bought a product, you are attacked with campaigns trying to sell it to. You over and over again (the worst experience: when they send you an email with an offer at a lower price).
The third key point for relevance
Really choose the channel that works best. Email marketing may kuwait data work very well, but consumers do not want to receive everything via email.
Of course, all of this needs to be supplemented by questions that should already seem obvious. Overly promising email subjects that then turn out to be poor content are a long-term mistake. Getting your consumer to open your email with false promises will increase the opening rate, but penalizes everything else.