What Works for Email Marketing? Tips for Using Email Marketing to Your Advantage

MarketingCharts has ranked the top email marketing strategies for better understanding how to implement them.

The analysis compared email marketing performance based on a number of metrics. They looked at open rate, click-through rate, and conversion rate to determine the most successful strategies. Open rate measures the percentage of email recipients who opened the message, while click-through rate measures the percentage of those who clicked on an embedded link or CTA in the email.

The report found that personalized emails outperform those that are unpersonalized. It also found that using video content in the email improves performance. But perhaps the most important factor for email marketing success is simply delivering the right message at the right time to the right audience.

The 10 Most Effective Email Marketing Campaigns In 2021

The viral nature of COVID-19 and the ever-changing digital landscape made it essential for businesses of all sizes to reassess their communications strategy. Email marketing was one of the fastest ways to get back to “business as usual.” Within a week of closing down offices and restricting inbound communications, people were looking for ways to keep in touch with their friends, family, and clients. In fact, email marketing activity increased by 18% in the week after the “Shelter-in-Place” guidelines went into effect.

In light of this trend, it’s imperative to review your email marketing strategy and identify the most effective tactics for your industry.

Here are the top 10 email marketing campaigns that worked in 2021.

1. Personalized emails

You can’t beat personalized emails. Not only do they perform well, but they also make the receiver feel like they’re talking to someone person. With personalized emails, you can segment your list based on what they’ve liked previously, what type of content they’ve requested, or even what product they’ve purchased. This allows you to present them with content that they’ll value and enjoy.

The appeal of personalized emails is that you can create a targeted and customized message that will perform well across various devices and channels. This means your emails will display on mobile phones, tablets, and desktops without having to adapt the text or design. Your email can be accessed and consumed on any device, so long as the email client is installed.

2. Email marketing automation

Email marketing automation is a tool that allows you to create and send highly personalized emails to your subscribers without needing to enter their emails manually. These tools streamline the email marketing process, from collecting and segmenting customer data, to creating and sending out the email, and measuring the success of your campaign. When used correctly, email marketing automation can help you eliminate the tedious parts of email marketing and let you focus on executing your strategy.

The best email marketing automation tools offer extensive functionality and have inbuilt intelligence that allows them to learn from your past email campaigns and implement best practices into future campaigns. They will also scan the contents of your emails for key words and track the success of your campaigns so you can determine which words, phrases, or topics are producing the most leads.

3. Email follow up

Even before the pandemic, email follow up was proven to be one of the most effective marketing tactics. In fact, HubSpot reports that 85% of consumers have responded to an email tip, offer, or request for more information. Many businesses fail to capture this valuable lead because they simply send out one poorly crafted email and never follow up. By contrast, successful brands send out a series of emails that gradually build on each other, creating a steady stream of engaged customers. Follow up emails can be used to provide additional value to existing customers or to get them to take action and make a purchase or sign up for a trial.

As a brand or business, you must have a clear strategy in place to follow up with leads that were generated through email marketing. Determine the minimum number of emails that you’ll need to send and plan your follow up strategy based on whether you want to encourage the reader to subscribe or to convert them into paying customers. For example, if you’re using email to promote an upcoming product launch, you might want to send an email just days before the launch to remind them of the event and encourage them to make a purchase then. If you’re looking to improve sales, it might be a better idea to follow up with a phone call.

4. Video content strategy

If you’re not blessed with extraordinary sight-reading skills, you might want to consider investing in video content creation. It seems that people are more likely to click on a video thumbnail than they are to click on a plain-text link in an email. That’s because they need to watch the video to get the whole idea or value proposition. Why should they invest the time to watch a YouTube video when they can simply read the synopsis and get the gist of the video’s content?

This theory was proven when TikTok emerged as the go-to source for virtual entertainment during the pandemic. Thanks to the ability to upload short video snippets, people around the world could have their own virtual television channel.

While you might assume that all your customers would enjoy watching videos of puppies, bears, and car crashes, this assumption wouldn’t be true if you didn’t have a strategy in place to target specific user groups.

You can use the insights gained from video content to create a more personalized and effective marketing strategy. Consider creating a video where you interview a key individual from your industry. The interview can be structured around a series of questions that will help you identify and solve key problems for your business.

5. Personal branding

Personal branding is all about applying your unique voice and values to everything you say and do. When used appropriately, personal branding can help you establish trust with customers and create a connection that will compel them to act when you ask them to. A/B testing with personal branding is extremely effective because it allows you to discover what works (and what doesn’t) based on your target audience’s perceptions and values. For example, you might want to try something like this:

  • Covid: The word ‘covid’ may not mean much to people who don’t work in the health industry, but this is a virus that is highly controversial because it is said to be able to cause serious illness in its victims. When used in an email marketing campaign, personal branding around covid can help create a stronger connection and trust with the recipients.
  • Kanye West : If you’re reading this, you should probably know who Kanye West is. However, if you don’t, here’s a quick bio: Kanye West is an American rapper and songwriter. He’s made a career out of being different and unique, often using quirky and controversial rhymes and beats.
  • DMs: Short for ‘direct messaging’, DMs are text messages that were once only utilized by people in the military and police forces. Now that everyone has a cell phone, DMs offer a unique chance for businesses to connect with consumers and get their attention. If you run a café, you might want to consider using DMs to communicate important messages to customers or to simply stay in touch. They’re a quick and easy way to communicate with your audience and can help you find the right tone of voice for your business.
  • Viral marketing: Viral marketing refers to the spread of a marketing campaign via networked social platforms. The most well-known and probably the most successful example of viral marketing is TikTok. When someone discovers your content, they can simply ‘like’ it and encourage their friends to do the same, creating a snowball effect that will multiply the impact of your content.
  • Shiba Inu (Dog breed): If you’re thinking that all dogs are created equal, you’re absolutely right. However, not all breeds are created equal. If you want to connect with and persuade people based on what’s important to them, you can utilize the power of choice responsibly and in good faith. If you believe in animal cruelty, you may want to avoid using certain dog breeds in your marketing material.
  • Eco-friendly (Product or service): Products and services classified as eco-friendly reduce the impact that they have on the environment. This can mean using more sustainable materials or adopting better working conditions, all of which contribute to a more pleasant and sustainable world.
  • Sustainable (Product or service): Products and services classified as sustainable prioritize the health of the environment above all else. Consider using more sustainable materials, adopting renewable energy sources, or creating less waste. All of these things contribute to a more pleasant and sustainable world.
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