Where is the email marketing industry headed? Experts weigh
Email marketing is one of the most reliable channels available to marketers to connect with customers and convert them into loyal ones. As email has become a crucial medium for one-to-one and conversational marketing, many emerging technologies are shaping the future of email marketing.
To explore this and gain a deeper understanding of the 2022 Email Benchmark Report (EBR) published by Netcore Cloud, industry experts such as Sharon Supriya, Senior Director – Marketing and Growth Strategy, BYJUS; Sandesh Gupta, Head of Digital Marketing – US, MPL; and Chaitanya Chinta, Global Business Head, Email, Netcore Cloud, came together to share their thoughts on the report, which is a study of 100 billion emails across more than 20 global industries.
Main findings of the report
Chaitanya kicked off the discussion by highlighting some focal points of the report. “We’ve seen a huge shift in the industry over the last few months of the post-pandemic period, in terms of branding innovations that are fundamentally changing the way marketers implement their email programs. So as part of the lessons learned from this report, I will break it down into two parts: the latest trend changes and the benchmarks we have reached,” he said.
According to the report, a larger population used email this year compared to last year from a deliverability perspective. “Market sends out a lot of emails, but some of them end up in inboxes, while others end up in spam. Often when mail is delivered as spam, you don’t necessarily get any engagement, or there’s hardly anyone visiting the spam folders and checking their emails. So, from a deliverability perspective, the industry average has been around 78-82%, and Netcore today delivers around 94-95% of emails to the inbox,” Chaitanya explained.
Email marketing optimization for mobile devices
“With an estimated nearly 4.3 billion email users worldwide and the number of new smartphone subscriptions increasing by nearly 20% every year, every business should consider optimizing email marketing to mobile skills,” said Sharon.
Sharing her list of commandments for the same, she pointed out, “For starters, subject lines should be limited to 7-10 words, with fewer emojis. Second, call-to-action buttons should be added or summarize the message body on pre-headers. Third, lengthy emails should be avoided, and design and copy should be mobile-friendly. Next, it’s always best to personalize your email body subject lines based on a person or user activity based on clicks. Last but not least, what worked for a certain industry may not work well for all industries, and therefore requires A/B testing to better understand your user.
EBR also mentions how Send Time Optimization (STO) — an AI-powered feature that delivers email campaigns to users when they’re most likely to check their inbox — can be a game-changer.
“There are time-limited offers in digital marketing. If someone opens that particular email at a certain time, you can always opt for a time-limited experience, where you know, they just see, and then there’s an offer, which will expire, the natural trend is rope in two others. Of course, chances are the offer will expire the moment they see or open the email. However, these are just some of the direct and indirect impacts of STO,” Sandesh added.
Email privacy and segmentation
Building on EBR 2022’s point on analyzing churn or email unsubscribe – users who have either unsubscribed from a mailing list or gone cold by not responding to your emails – Sharon believes the impact is not just on future sales, but also on current cost. So, the best way is to avoid churn or prevent it from happening in the first place.
“It’s best to have a pre-defined shipping route for presales as well as your postal user. Presales users have made an effort to register as a lead to learn more about your product. Thus, your pre-sales journey should respond and help them learn more about your services or offers, how it stands out from the competition, etc. For aftermarket users, give them reasons to come back by showing them the daily values of using your product. Talk about feature updates or special offers, or create repeating contests or a fun activity they’ll love to participate in so they’ll get addicted to it in the near future,” she added.
The next segment covered was Accelerated Mobile Pages (AMP) for email providing a personalized experience for each Gmail recipient. AMP emails act like a website or application, allowing customers to perform all actions directly in the emails; they don’t need to click and go to a web page or app. This greatly minimizes user churn and valuable lead leakage that occurs with conventional HTML emails.
Talking about the importance of AMP for MPL to interact with customers, Sandesh said, “When you get AMP specifically for the gaming industry, a user can come and interact with that particular thing. It’s like how quickly you can play this game, try some moves, show some tips and tricks, and improve your shooting. So, all of this can only happen through an interactive platform, and we are able to provide an interactive gaming experience directly in AMP emails.
AI for email marketing
Several retail brands are using Netcore Cloud’s AI-powered email delivery feature to positively impact their email deliverability. AI applications for email marketing remain in content optimization, whether it’s subject line optimization or the personalization you can create, and even the automated content creation. One of the most powerful aspects of AI is audience segmentation based on past and current customer behavioral data. Having the right segmentation is of the utmost importance in delivering personalized and personalized messages that resonate with recipients.
“Netcore has added a fourth layer, which relates to email delivery. For example, if you send a registration confirmation, password reset, or other email when the user is expecting the other On the email side, speed should be the most important metric you need to measure, so the moment a user logs into the mailbox, the mail should be there, and that’s where the delivery layer comes into play,” Chaitanya noted.
Sandesh added here their views on modifying their AI features accordingly, keeping in mind the changes in user behavior when using email, accepting the idea of optimizing settings on all media.
Experts have concluded that interaction, intelligence, and innovation are the three factors that drive email marketers to adopt next-level strategies. Email enables close interaction with users, especially in the post-pandemic era. Then there are tools and technologies today to get a lot of insights into user data when they interact with you via email. And finally, everything is surrounded by innovation that allows us to do things not only more productively, but also efficiently – as evidenced by AMP emails.