4 Key Ways to Drive More Conversions with Email Marketing
This post covers 4 Key Ways to use Email Marketing to Drive Your Conversion Rate up in 2023, keep reading to find out.
Photo by Mailchimp on Unsplash
When it comes to digital marketing techniques, there are few approaches that have stood the test of time more than email. Thanks to emerging technologies, it’s highly likely that email will continue to go from strength to strength in 2023, and its impact for customers is only getting stronger.
With some 89% of marketers using email marketing as their primary means of generating leads, the approach will undoubtedly continue to thrive for many years to come. With nearly every internet user possessing an email address, it’s one of the most accessible means for brands to connect with their audience on a more personal level.
In 2023, we’re likely to see more impactful mailing formats, greater levels of automation, and the continued emergence of transformative artificial intelligence approaches to campaigns. With this in mind, let’s take a look at the four most significant ways in which marketers will drive more conversions with email marketing:
Embracing Artificial Intelligence
It’s likely that you’ve already heard of ChatGPT, and this revolutionary instrument for implementing conversational AI is only the tip of the iceberg as far as artificial intelligence in marketing is concerned.
Although the most advanced AI still belongs to the realm of computer science, more marketing firms are adopting artificial intelligence and machine learning to incorporate them into their operations. This means that new email marketing trends integrating AI are constantly emerging in the creation and distribution of newsletters.
Thanks to the ability of AI to make instantaneous decisions based on large volumes of data, an artificial intelligence program can help businesses to determine the best dispatch time based on open rates, and segment these opportune moments by different demographics.
Furthermore, subject lines can be adapted on a more personal level to appeal directly to the right segment in the most appealing manner.
The capabilities of AI can also mean that data-driven predictions can be made regarding how well certain images within newsletters can be received and other metadata.
Caring for Privacy
The 2018 implementation of the General Data Protection Regulation (GDPR) legislation presented a new challenge for email marketing. Before the ruling was passed, businesses could feasibly buy lists of emails and cold email their way through huge volumes of recipients.
Today, however, times have changed. Consumer expectations on how brands contact them have shifted largely towards a greater focus on privacy.
The age of GDPR has challenged marketers to become more creative in how they generate data for their customers. One of the most popular emerging trends is to utilize short questionnaires about how they want to receive information from specific brands.
While web page formats like the example above have become popular, other surveys built into welcome emails can also work well due to being less intrusive for traffic.
These questionnaires can help subscribers to personalize their service and can help to determine how often they want to receive communication and what they expect to see in terms of content.
User Generated Content Reigns Supreme
User generated content (UGC) will also feature heavily among ambitious brands in 2023. This approach has long been acknowledged as a great time and resources saving measure whereby user generated text, videos, images, and audio can be utilized in email campaigns to generate strong social proof that absolutely drive more conversions with email marketing.
As we can see from the image above, taken at Harlem Run, user generated content can be great for delivering a sense of community in an effective manner. Oakley sunglasses has used this approach to great effect in the past, and countless other glasses brands could benefit from uploading UGC images of their ranges for women to browse to a similar effect as the example above.
Statistically speaking, UGC is a great tool for generating conversions. As many as 82% of consumers believe that user generated reviews are important, while 70% base their purchasing decisions on the opinions of others. This makes UGC a great means of generating social proof for others to include in an email campaign.
Automating Email Campaigns
Email automation can be a great means of maximizing your audience engagement opportunities. With prospects available on a global scale, automation is essential for reaching all of your targets in an efficient manner.
In 2023, key emerging trends include triggered or drip emails, which are a sequence that’s built on the basis where the right messages are sent to the right segments at the right time. Micro-segmentation can be key for setting up these workflows to deliver more targeted experiences for your audience.
Although the implementation of these trends will depend on your scale and budgets, each can be a valuable tool for many businesses based on their individual goals. Through advancements in AI and automation, it’s now possible to reach far more users in a more personalized way than ever before.
As we’re only seeing the tip of the iceberg as far as the development of AI is concerned, marketers are likely to see more benefits from email click-through rates in the years to come, as more content is delivered with more accuracy. With this in mind, the next frontier for email marketing is likely to be an exciting one.
