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Email marketing: a PRG perspective

Email is dead, screamed the headlines with the advent of social media.

Except, it really wasn’t and email is, in fact, prospering – especially when it comes to being used for marketing.

As 2017 gets into full swing there are signs that as a tool for communicating, particularly when it comes to commercial transactions the humble old email still holds its own.

First up, let’s take a look at some basic statistics: there are over 4.35 billion email accounts.

This figure is predicted to reach 5.59 billion by 2019 % according to the Radicati Group (2015), which is a growth of more than 26%.

And for you, the businesses out there, it is important to recognise that some 55% of companies say they generate more than 10% of sales via email, according to a 2014 survey.

But how should you go about it? And what are the pitfalls to avoid when you start up your own email marketing campaign.

Here are some of PRG’s top tips on how to get the best from your email marketing:

Segment your audience

Not everyone is the same. And neither should your emails be. Your audience for content is different, depending on their needs. This means your content should be different too and your emails should factor this.

Various Needs

Like every marketing tool there is no point engaging with an email marketing campaign if you do not have clear and defined goals. These can be as varied as a simple raising awareness exercise to a multi-faceted sales driven campaign. Tailor your campaigns accordingly for the maximum reach.

Mobile

It goes without saying in 2017 that your emails should be designed to be easily accessible on mobile.  This a basic need, we won’t labour the point.

Campaign analysis

There’s no point in crafting the perfect email marketing campaign if you aren’t going to measure the results. Here at PRG this level of analysis is integral to what we do and we have tailored dozens of successful email marketing campaigns for a very wide and versatile array of clients. If you would like us to look into your email marketing for you, and get YOU the results you need, then email us at info@prgltd.co.uk.

So, that’s the basics covered. But where is email marketing heading as we move further into 2017 and what themes and techniques can we expect to see further down the line?

Email marketing future

One of the widely predicted trends for email marketing is personalisation. With increasingly sophisticated data sets the chances of receiving an email from a company than encapsulates all of your needs in looking far more likely. Eye tracking, which has been used for websites for years, is also on the horizon for emails – which will give companies and marketers an unprecedented level of analysis on what works and what doesn’t.

Another key trend for 2017 and beyond is interactivity, with more and more companies looking at adding spice to their once static offer. Think galleries, carousels, sliders and more. All of this, of course, has the benefit of making your email campaign stand out. However it will offer difficulties with analytics.

Automation has been a key to email campaigns for many years now, but another huge trend prediction for 2017 is the increased importance of triggers. Whether these are welcome emails or cart abandonment reminders – it does not really matter. But marketers are locking in on the triggering trend because of the huge benefits to engagement.

Whatever trends the future holds one thing is for certain; the humble email is a huge tool in any marketer’s toolbox and is hear for many years to come. Sorry Facebook.


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