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Blog Marketing
EMAIL ISN'T GOING ANYWHERE
NATASHA LAINSBURY
Dec. 16, 2021
Email marketing
Email can be a misunderstood, and sometimes, underestimated channel by those not
in-the-know. Email as a platform has developed immensely over the past decade.
The advances in data, such as what we can capture, and ultimately what we can do
with it, have been the biggest development. This has helped to boost automation,
testing, and personalization – they now work in ways we could only imagine years
ago.
Despite changing laws and consumer attitudes, email has remained a powerful
engagement driver and communication tool for businesses across the board. No
matter which industry or territory you’re in, email is an essential pillar of
your marketing strategy.
With other channels joining the mix, such as SMS, live chat, Whatsapp, Wechat,
Line, and push notifications – to name a few – email has a lot more company than
it used to. We’re here to talk about the OG, and why it’s as strong as it has
always been.
MORE THAN ROI
The DMA states that the value of an email address stands at £35 for every £1
spent in 2020, maintaining email’s position as an efficient and strong channel
in terms of ROI. Of course, ROI is important, but there’s more to email. The
pandemic reminded us that email is a great channel for communicating and
connecting with customers on a deeper level. Remember that behind the data, the
personas, the contact lists – it’s ultimately a human being that’s reading your
email.
Our Global Benchmark Report saw email sends increase during the pandemic, as
brands turned to email as they lost offline contact with their audiences. Brands
were able to utilize email to reach out to their customers to reassure them,
update them on business changes, and to send well wishes too.
ROLLING WITH THE PUNCHES
Despite the changes thrown at email, it consistently surfs the wave of change
and stays on top of the curve. Apple’s iOS 15 was one such example of this. The
changes brought in by Apple, to further protect consumers’ data, mean that open
rates aren’t a reliable metric (and tbh, they never really were). Email had
other tricks up its sleeve.
Utilizing clicks as a measure for engagement works a lot better than opens –
which could be an open consisting of a read and a smile, a positive engagement,
or it could be a frantic click in order to get rid of that nagging notification,
with not a single word taken in. At first, the prospect of open rates no longer
being relevant was a scary one, but the industry has pulled together and we now
have a much stronger way of measuring engagement and deciding our AB tests.
Good news. Clicks aren’t going anywhere, in fact, the changes to open rates make
clicks an even more important metric to track. Our Global Benchmark Report found
that the average click-through rate (CTR) across the study period was 1.99%. The
click-to-open rate (CTOR), which measures the number of unique clicks to unique
opens, averaged 10.86% across the study period. As inboxes get busier, email
design gets slicker and dynamic content becomes expected, creating a relevant,
effective, and visually appealing email is super important if you want to see
those click-through rates looking strong.
Now, whilst email is a strong channel, it works best in tandem with your other
marketing activities. Combine the knowledge you get from your email data with
zero-party data, existing data, and on-site tracking to paint a fuller and more
balanced picture.
RETENTION IS KEY
Onto retention – the goal for any marketer. 2021 saw an 8.17% year-on-year drop
in average monthly contact creations, and a 7.56% increase in contact removals.
We all know that retaining customers is cheaper than acquiring new ones, so it’s
crucial to have a strong retention strategy in place. Of course, some customer
churn is healthy, you don’t want people on your email lists who don’t want to be
there, but too much churn can be costly.
Take a look at the whole customer journey and focus your attention on areas that
see a high drop-off. Are your new customers signing up for a one-time discount
then leaving? Look at your welcome series. Are your lapsed customers dropping
off? Look at your reengage programs. And so on.
DATA AND PERMISSION
You also want to make sure the power is in the customer’s hands. All of these
changes to how customer data is held reflect the shift in consumer mindset.
Customers want to have control of their data, huge data leaks that made
headlines in recent years, as well as increased, and occasionally intrusive,
personalization has led to many consumers feeling protective over their data. Be
sure to have a preference center so that customers can opt-in, or out, of
certain messages, rather than just a blanket one-size-fits-all approach that
will lead to straight-up unsubscribes.
THE GROWTH OF SEGMENTATION
Along the same vein here, consumers want a personal approach. If they’re going
to give you their data, they want to feel the benefits. Enter, segmentation. Our
report saw that the average monthly number of segments created per account grew
27% between 2019 and the first half of 2021, with the biggest growth happening
this year. Segments per account jumped 7.6% from 2019 to 2020 and another 18.3%
from 2020 to the first half of 2021. This growth is because segmentation works.
Use data, personas, and behavior to look for patterns and then explore how you
can maximize engagement within these groups and run with it. Serve your
customers and prospects the right message, at the perfect time. Our segmentation
ebook found that effective use of this technique can boost email marketing
revenues up to 760% – so it’s definitely worth looking into if you aren’t
already.
AUTOMATE AND SAVE TIME
Something that goes hand in hand with segments? Automated programs. Our Global
Benchmark Report found that automation creation has fallen year on year from 4.3
programs per account in 2019, down to just 3.8 in the first half of 2021.
Automations are an absolute savior for email marketers. They allow you to
message customers with personalized, detailed content, at the right time. The
drop in creations is likely due to the initial time outlay needed to set up an
automation. We all know that marketers have a lot on their plate, but setting up
automations will free up time for your future self – it’s definitely worth it.
Automations allow you to ‘catch’ your customers and prospects at various
drop-off points along the customer journey. Setting up an automation means you
can rest, knowing that the automation is nurturing your customers, whilst you
focus your time elsewhere.
That said, whilst one of the best things about automations is that you can set
them up and they’ll continue to put in the hard work – you don’t want to set and
forget. Set aside time regularly to review your automations, and run tests
constantly. It doesn’t matter how small, it could be as simple as having an
emoji in the subject line vs none, just as long as you’re consistently learning
and optimizing.
Automations allow you to think ahead, nurture new customers, check-in and be
proactive with lapsing customers, and keep your loyal customers happy and
engaged with automations such as birthday or anniversary to surprise and
delight.
CONCLUSION
When all’s said and done, email is a communication tool. It can act as the shop
assistant of the online world by communicating with customers, pre-empting their
needs, and providing information. With the ever-changing landscape of digital
marketing, and new platforms and strategies emerging all the time, it can be
hard to keep up and to know where to focus. But one thing’s for sure, email is
an essential channel for your business, and it’s not going anywhere.
Don’t forget to download our Global Benchmark Report, lifting the lid on three
years’ worth of email data, to gain valuable insider info and insight to further
inform your email strategy.
CONTENTS
* More than ROI
* Rolling with the punches
* Retention is key
* Data and permission
* The growth of segmentation
* Automate and save time
* Conclusion
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Natasha Lainsbury
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