Successful email marketing: Five crucial tips for 2017
Despite overflowing inboxes, email marketing remains one of the most important tools in 2017 when it comes to reaching a large number of customers at once in a targeted manner. At the same time, it is an effective tool for customer retention. But even for the tried-and-true email, time does not stand still. User expectations are rising. Lars Tinnefeld, email marketing expert at Trusted Shops, explains the trends that are emerging for 2017.
1. as personal as possible
Being one of many - that is no longer enough for subscribers in 2017. They want to be addressed as a person and an individual. Of course, this requires as much data as possible. Every email sending tool comes with the tools to use this data. The trend is also referred to in specialist circles as "hyper personalization".
2. optimized for on the go
According to estimates, more than 50 percent of newsletters are now read on smartphones. Mobile optimization is therefore not actually a new trend. Nevertheless, it is still often neglected. By 2017 at the latest, however, all mailings, newsletters, campaigns and landing pages should be accessible on smartphones and tablets.
3. interactive through new media formats
Newsletters with pure text deserts are a thing of the past. Variety is in demand. That's why the trend in 2017 is increasingly moving towards interactive elements and videos - especially on mobile devices.
4. use email marketing across all channels
Email marketing should not become active independently, but as part of marketing at the right moment. To achieve this, the data must be available across all channels and controlled there with a uniform approach. Otherwise, potential customers will be scared off.
5. use automated processes
Writing to subscribers with the right content at the right time - this can only be achieved through automation. This is where the tasks of an email marketing manager shift: they optimize processes and analyze campaigns, but at best rarely have to intervene.
