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Email marketing 2.0 emerged to rectify the flawed one-size-fits-all approach of email marketing 1.0. Know how to use advanced email marketing system to boost your business.
Email marketing 2.0 introduced customer segmentation and data-driven targeting. However, although it was better than email 1.0, it was not as effective as it could be.
This was before the age of mobile and the widespread use of robust email marketing software. The marketing software available to marketers did not provide the tools for personalization and comprehensive campaign analysis.
Fortunately, there is now a revitalization of email marketing 2.0. Today, email marketing software tools provide marketers with the ability to create campaigns that use segmentation, analytics, and personalized emails.
With these vast improvements, checking emails is now more fun for customers than it used to be.
This has made email marketing more effective and critical to the digital marketing efforts of any business. Research shows it is 40 times more effective than social media marketing.
Why Is Email Marketing 2.0 Making A Successful Comeback?
1. Uses Opt-In Forms
In the past, marketers just asked people for their email address and gave them no control over how often they received emails and the means to unsubscribe.
These email messages also had bland designs with lots of copy. The entire article was often included in the content of the email newsletter.
Today, subscribers can control when and how they get emails. Opt-in forms are used to get visitors to subscribe, and there is usually a bonus for doing so.
This bonus could be a coupon, a special discount, or a free educational report. Visitors are more motivated to give away their email addresses when they know they are getting something valuable in return.
Also, modern email messages use responsive design, have less content, more scannable, and better designed.
2. Emphasises Valuable Content
Many marketers during the days of email 1.0 only focused on blasting bulk emails that contained offers, ads, and promotional material.
Little attention was paid to the interests and needs of customers. A study by Salesforce shows that 76% of customers are turned off by content irrelevant to their interests.
Luckily, email marketing 2.0 has embraced content marketing. The focus is on knowing how to create and deliver meaningful content to email subscribers.
Marketers strive to create content that provides solutions to the pain points of customers. This helps to build trust and establishes a deeper relationship between the brand and its customers.
3. Has Embraced Automation
It allows marketers to target customers based on behavior and preferences. Marketers can send emails to customers when they need it and are most likely to read it.
Also, considering that there are close to four billion email accounts globally, it is a good idea to embrace automation.
4. Uses Customer Segmentation
Relevance makes email marketing effective.
Email marketing 2.0 uses segmentation to divide subscribers into specific groups and target each group with content relevant to their interests.
Research by DMA shows that businesses that have adopted segmented email campaigns have enjoyed a 760% increase in revenue generated through email marketing.
Subscribers can be targeted based on topic interests, demographics, and purchase behavior.
5. Uses Analytics
In the past, tracking the progress of an email marketing campaign was a chore. Available data was limited, and reports took days to generate.
Marketers could only really track open-rates and clicks. Today, email marketers can track email campaigns in real-time and have access to a wealth of data that helps them learn and improve their campaigns.
Marketers today can track open-rates, Click-Through Rates (CTR), forwarding rate, bounce rate, unsubscribe rate, ROI, and much more.
How Can You Adopt Email Marketing 2.0?
The rejuvenated email marketing 2.0 has made it easy for marketers to improve email subscribers’ experience and give them what they want when they want it.
The first step you need to take to start your email marketing campaign is to get a good and cost-effective email marketing software.
Many of these tools are easy to use, and you can set up your campaign in minutes. Below are some tips to help you fully capitalize on the advantages of email marketing 2.0:
Segment Your Email List
Segmentation is central to email marketing 2.0, and your email marketing software will help you segment your list into more targeted groups.
Visitors that sign up for your email newsletters are at different stages of their relationship with your brand.
Some are already paying customers and are interested in information about product updates and new products. You need to target new customers to send specific thank you emails for purchasing your products.
The third group is potential buyers that have never purchased your product but discovered your website after reading a valuable blog post you wrote that solved a fundamental problem for them.
Segmentation lets you divide your subscribers into these different groups and send various types of emails to them.
Email recipients are more interested in content that speaks to them on a personal level.
Segmentation lets you target customers based on location, demographics, and interests. With personalization, you take it to another level.
Personalization techniques can be used for:
- Personalized subject lines: using the name of the recipient in the subject line has significantly improved open-rates.
- Email content: you can personalize email content by sending information and imagery relevant to that specific customer type. You can also include the first name of the subscriber in the email.
- Behavior-triggered emails are automated emails sent out based on how each specific customer is interacting with your website and your business. For example, an automated email containing a free incentive can be triggered when a new reader signs up for your newsletter.
- Product recommendations: you can send personalized emails to subscribers based on their purchase history on your website.
- Educational content: you can use the sign-up information provided by a visitor to send relevant ebooks, white papers, and other types of content to the subscriber.
- Re-engagement: you can send emails to customers who have purchased specific products to ask for feedback and send targeted promos.
Add value to customers. The more value you deliver to your subscribers, the more eager they will be to open your emails.
When you are hashing out your opt-in form, think of ways to incentivize visitors to sign up. Here are three tried-and-true methods:
A Free Template or Case Study Report
You can offer a case study in the form of an ebook to engage and inspire your readers with facts and real-life stories. You can also provide a handy template that you have used successfully to your visitors for them to use as a model.
Educational Content Or Access To A Webinar
Give out free ebooks that offer information visitors can immediately apply to solve specific problems. You can also provide free access to a webinar to encourage visitors to sign up.
You can encourage visitors by offering discounts or exclusive deals. However, you shouldn’t do this if it can hurt your financial margins.
Use A/B Testing
A/B testing involves dividing your subscribers into different groups and sending email variations to each group. You can vary the messaging, imagery, headline, Call To Action (CTA), and design of each email.
Doing this allows you to evaluate how well each email variation performs and to decide which will work best with your audience.
Email marketing 2.0 has created a new era of email marketing, and the days of generic bulk emails are gone.
Today, you have all the tools to create compelling and relevant emails that will add value to your subscribers and win customers for your business.
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