Email marketing is still a powerful way to reach customers and drive sales. Despite all the changes in technology, email remains one of the most effective ways to connect with your customers. In fact, according to Campaign Monitor, email marketing has an average ROI of $38 for every dollar spent. As a business owner, it's important to stay up-to-date on the latest trends in email marketing so you can make the most of this valuable channel.

Here are two trends worth watching this year:

Email Segmentation

Segmenting your email list is one of the most effective ways to improve your open and click-through rates, by dividing your subscribers into groups based on their interests or past behaviors, you can send them relevant content that's likely to interest them. And as a result, they'll be more likely to interact with your emails.

In this part of the post, we'll take a look at how you can segment your list and some of the best practices for doing so. Our preferred tool for segmenting customer audiences is omnisend, it allows you to separate customers into groups based on several variables such as activity, time since last engagement, and amount of money spent, this allows you to separate the window shoppers from your big spenders, and send content optimized for both.

For Example, you could thank your high value customers with timed "Coupon Codes" and "BOGO" incentives, while still sending informational content to educate people who are yet to make the decision to pull the trigger on a purchase. You can also reach out to customers who haven't bought from you recently, and entice them into coming back with an automated "Happy Birthday" email, or set up a workflow that sends out a customer survey asking customers who haven't visited your website in the last 30 days, why they haven't returned, thanking them for their feedback, and provides a discount to drive them back into your ecosystem. 

Omnichannel Marketing

You want to make sure that all of your marketing channels, and automated workflows are working in conjunction to drive customers towards an expected result rather than just inundating them with contact. Highlight customers or influencers interacting with new products on your social media, and tell the story of how you identified the need for the product, envisioned the concept, and formulated the final product within your email newsletter. Complete a social media audit and recycle your most effective content formats through SMS marketing campaigns to hit the customers who don't check your IG regularly. The goal is to format each piece of content for both the platform & the consumer on it that your trying to reach. 

Considered a low pressure stress free form of communication, email is a vital tool for not just keeping customers aware of what is going on with your businesses sales calendar, newest products, and industry standards, but more importantly is a vital part of your overall marketing strategy, and represents an opportunity for you to have more important nuanced conversations around the values, experiences, and value propositions of your products & services then you can have on for example Instagram or Tiktok.

It also provides a powerful opportunity to establish you as a subject matter expert while creating personalized and intimate connections between your prospects and your brand. We take pride in helping brands that hire us for email newsletter content creation to create newsletters that not only drive conversions from their current subscriber list, but also establishes them as a subject matter expert delivering a weekly dose of industry specific informative and entertaining content intermeshed with their relevant business criteria.

Review an example of one of our newsletters at the link above, and feel free to either purchase your service package now, or reach out for a consult if you have more questions.