What to consider regarding marketing optimization in 2022
In a hyper-connected digital era, marketers are seeking to increase brand awareness. At the same time, they want to lower acquisition costs. How? By optimizing the customer experience. That is a vital part of marketing optimization in a company.
Marketing teams must acknowledge that it’s no longer about the product/brand, it’s about the people! People connect with people. Thus, a customer-centric approach is a key factor for successful digital interactions through email marketing.
The numbers point towards more targeted communications. These include added-value content and tailored messages. All within an agile and proactive email marketing strategy.
Looking at the customers’ preferences and their stages in the journey, marketers can put into place a continuous flow of interactions. These can deliver at the right time through the right channel. Not to mention the possibility of consumption through the device of choice.
Let’s take a look at the 5 major marketing optimization trends for creating successful email marketing campaigns!
What to improve in 2022 for a successful marketing optimization
In a hyper-connected digital era, marketers are seeking to increase brand awareness. At the same time, they aim to lower acquisition costs by optimizing the customer experience.
Marketing teams must acknowledge that it’s no longer about the product/brand. It’s about the people!
People connect with people. So a customer-centric approach is a key factor for successful digital interactions through email marketing.
The numbers point towards more targeted communications. These include added-value content and tailored messages. All within an agile and proactive email marketing strategy.
The first step is looking at the customers’ preferences and their stages in the journey. Marketers can put into place a continuous flow of interactions that are:
- Delivered at the right time through the right channel;
- Consumed through the device of choice.
Let’s take a look at the 5 major optimization trends to create successful email marketing campaigns!
Pro-Tip: Marketers should start by sending the first email to a few contacts. Preferably before the start of the campaign itself (3 to 4 days before). Afterward, they can slowly increase, the number of emails sent day by day.
1) Tailor the message through segmentation
Segmentation is essential to provide the right message at the right time to the right people. Marketers must divide the target audiences based on:
- Age;
- Gender;
- Location;
- Other relevant data for the business goal (e.g. job title, interests, etc.)
After that, they must send different emails tailored according to that segment’s needs, expectations, and stage of the customer’s journey. 71% of marketers apply this rule, according to the Mailmodo survey. They create distinct campaigns and send different emails to loyal, average, and dormant customers.
Pro-Tip: A correct segmentation needs placing. Like so, marketers may tailor and personalize the emails sent within a targeted marketing approach. Overall, this contributes to reducing dormant customers and increasing their reactivation.
Did you know that videos have the potential to decrease unsubscribes by 26% and optimize the subject line open rate by 272% (CampaignMonitor)?!… Don’t stay behind and start adding value to your campaigns with PubVisual!
2) Keep track of the results and tests to optimize further
Customers who either open or engage with the emails must be excluded from the list. This saves time while reducing the risks of spam labeling or reputation damage.
Marketers must often review the contacts list. Adding these customers to a suppressed list is not considered when sending the campaign’s emails.
Also, it’s good to have a notion of what is best suited to the audience and gives better results. It’s possible by sending two versions of the same content to different contacts. This allows ongoing improvement and marketing optimization. One where simple changes such as the subject line, can redirect the campaign to success.
It’s important to test each element at a time. This is to get a clear insight into the audience’s preferences and implement changes accordingly. According to Mailmodo, 50% of the marketers based their random A/B tests on email open rate results.
Pro-Tip: Keeping the contact list updated with non-engagement customers suppressed is vital. It enables marketers to redirect efforts to their real audiences without getting the Spam label or damaging the domain. A/B tests, personalization, and tailoring are vital. In fact, the personalization and tailoring granted by A/B testing increase the chances of a successful email campaign with higher engagement rates.
3) Humanize the message to increase engagement
People don’t connect with products or brands, they connect with people! So, much more than personalizing, marketers must humanize the message to get it across. In a customer-centered approach, consumers are seeking seamless yet humane interactions with businesses.
To engage with success, marketers need to acknowledge the audience’s pain points. Afterward, they can grant them solutions for each of the stages of the journey. It allows them to keep a continuous flow of digital interactions that add value to the audiences.
The email content must be conversational and personalized to each contact on the list. Especially by having their names in the subject line or in the email copy.
Pro-Tip: People connect with people, so a human touch is a key to every email. It ensures the audience’s wishes to connect and engage. The secret is in small details, like the customer’s name, added to the email copy.
4) Don’t miss out on the audience’s technical preferences
Knowing the audience’s preferences when consuming emails from businesses, allows a deeper level of campaign optimization. In fact, according to past interactions and customers behaviors, marketers must take into consideration:
- Accessibility. This includes a) readable font & text size; b) avoiding bright saturated colors, c) having color contrast; d) leaving white space between text, images, and CTA; and, e) adding alt text to images.
- Compatibility. With an increase of opened emails through mobile devices – 56.8% increase in 2021 – and customers using at least three devices each. The look and feel throughout devices need revision before launching any campaign.
- Readability. That will dictate the reading experience. The numbers confirm that customers prefer the dark mode option, enabling that is also tailoring through details.
- Imagery. As it might not load and the message still has to get to the audience. Adding alt text and content to support the visuals with an image-text ratio of 60:40 or 80:20 will guarantee that. even if something isn’t working, the message is received and understood.
Did you know that…
33.3% of marketers confirmed that emails sent are informative copies. These provide relevant information about the company/product to the customers (Mailmodo). Added content resources are more valuable and wanted than ever before.
Consumers are seeking smooth customer experiences throughout their journeys. Additionally, they demand more knowledge from brands and businesses to proceed in the decision-making process. Businesses can empower them with educational resources received by email at the exact moment of need.
Key Takeaway
Video consumption is sky rising. Marketers can’t ignore the need for video content creation. The audiences’ higher demand for explainer videos is about keeping track of updates. It’s also centered on learning more about a product or service before purchase.
In email marketing campaigns marketers must see them as valuable add-ons. They can increase the customers’ interest in connecting and achieving higher open rates with effective audience engagement.
By adding value with relevant and needed content resources, marketers build trust, increase authority and keep the nurtured customers coming back for more.
