Email marketing often gets dismissed as an old-fashioned means of communication, but it’s still set to play a critical role in driving growth. As we approach a cookie-less future, first-party data from an engaged email audience will become more valuable than ever.
Cate shares how you can adapt your email strategy and stay ahead of the curve:
Hyper-personalisation: beyond first names
Personalisation has evolved - consumers now expect emails that resonate with their individual preferences and behaviours. A remarkable 71% of consumers anticipate personalised communication, and 76% feel frustrated when this isn't met.
This means that your email strategy has to work as part of your larger marketing ecosystem in order to effectively leverage user data collected across all of your channels to impact customers’ experience, enhance engagement and foster brand loyalty.
AI: crafting tailored experiences
We all know that AI is going to play a huge part in crafting strategy over the coming years, however it’s important to acknowledge that it is also revolutionising email marketing. Marketers utilising AI for personalisation have reported a 41% increase in revenue and a 13.44% boost in click-through rates.
By analysing user behaviour and preferences, AI can help craft content that speaks directly to individual recipients, enhancing the overall effectiveness of email campaigns. So, whether you’re a one-man-band marketer or part of a larger team, it’s essential to stay on top of AI trends to make sure you don’t fall behind.
Interactive content: engaging subscribers
Static emails are fast becoming a thing of the past. Interactive elements like forms, quizzes, and carousels help to transform emails into dynamic experiences. This interactivity leads to a 73% higher click-to-open rate, as customers feel more connected when they can actively participate.
Sending a monthly newsletter? Think how you can use interactive graphics to encourage User Generated Content. Offering a giveaway? Gamify your email for more responses and to boost your engagement rate. It’s important to think beyond the readability of the email and instead start prioritising the overall experience of the open for the user.
Accessibility and inclusivity: reaching every audience
With over 1 billion people worldwide living with disabilities, ensuring emails are accessible is not just ethical but also strategic. Designing content compatible with dark mode, optimising for voice technology, and simplifying language caters to a diverse audience.
Notably, 68% of consumers say their loyalty to a brand depends on how well it caters to their individual needs, including accessibility. Prioritising inclusivity in email design demonstrates social responsibility and fosters deeper connections with subscribers.
User-generated content: building trust
Featuring customer reviews, testimonials, and user-created images in emails enhances authenticity and builds trust. In a world where audiences often research their buying decisions on platforms like Instagram and TikTok, a significant 79% of people say user-generated content significantly impacts their purchasing decisions. Incorporating such content not only engages subscribers but also creates a community around your brand, encouraging others to share their experiences.
Embedding email strategy into your growth strategy
Embrace hyper-personalisation, leverage AI, add interactive content, prioritise accessibility and include user-generated content to create email campaigns that people actually want to read and share. These aren’t just a bunch of buzzwords, they’re ways to build real engagement and grow a loyal following.
Want to see how this all ties into your bigger growth goals? Check out our Growth Marketing Playbook for more practical tips and strategies you can use to make a difference.
