One of the main trends seen in email marketing to increase the audience, collect valuable information and create segments that allow relevant and personal communication with new subscribers, prospects and customers, is to apply more technology throughout the customer journey.
And at the heart of this trend is marketing automation, because it allows you to execute complex communication flows that increase the relevance and value of communications to your ideal audience, gathering data that facilitates the creation of robust subscriber profiles.
In this article, we will show you 5 advanced email marketing techniques that will help you connect with your contacts and improve your results.
Design content that your audience will find valuable.
Make sure you know the reasons why people sign up to your list. What kind of information do they need to make a purchase? Only after you understand your audience's needs and desires will you be able to increase the relevance and value of your email messages.
New subscribers' needs change as they move through the buying process. To provide value, these diverse needs must be recognized and addressed throughout the customer lifecycle.
2.Personalize email campaigns with advanced segmentation
Did you know that the average open rate of emails sent through automation is close to 40 % and that the average click-through rate is almost 7 %? And believe us: those are excellent figures.
One of the reasons behind these results is that marketers using automation very often segment their list and create workflows for carefully selected groups of contacts.
Segmentation can be based on all types of data, including demographic data (gender, location, job title), behavioral data (purchases, opens, clicks, web browsing, etc.), among others.
If you use a professional email marketing system, such as MasterBase®, you can use the data you collect to execute highly targeted campaigns aimed at various types of customers.
3.Perform A/B tests with your messages.
Another advanced technique that has been around for years and is gaining more and more adherents is A/B testing. Email marketers have been testing subject lines and templates for a long time, but now it's about making testing a habit.
Invite your team members to propose different hypotheses and test them to see if they are true or false. In this way, you will learn a lot about your audience, your products and your marketing operations. Moreover, putting learning at the heart of your organization is a big leap towards satisfaction and innovation.
4. Verification of ideas with A/B testing
The use of dark mode in emails is becoming more and more popular as it is allowed by email service providers.
Light text on a dark background is more pleasing to the eye, especially in low-light situations.
Some people prefer the aesthetics of dark mode and pay more attention to content presented in this way. On the other hand, reduced screen brightness saves battery life.
Therefore, we suggest you to check the performance of your email templates in light and dark interfaces.
Plan email marketing campaigns with marketing automation.
If you are looking for long-term success, you will need tools that allow you to make data-driven decisions.
This means being able to identify the key stages of the customer's decision process. Then, identify the customer's information needs and plan the relevant content: the information your contact needs to make the decision to buy your product.
Once you have mapped your buyer's journey and identified the type of content, you can use conditions, actions and filters to create workflows (sequences of messages and actions for your online marketing communication).
You can start by automating simple campaigns, such as welcome messages, promotional campaigns and reminders, and then gradually move towards complex ideas, such as acquisition campaigns, content marketing campaigns and loyalty programs.
Automation helps you collect data, monitor performance and optimize communication processes. You can make changes to parts of individual campaigns or re-evaluate the entire customer decision process.
At MasterBase® we help you put each of these 5 advanced techniques into practice. Contact your sales executive and start enjoying the results, with more effective campaigns.
