Email Marketing: A Powerful Advertising Tool in 2023

No, there's nothing wrong with your calendar - the year is 2023, and we ARE talking about email marketing in this post. Why? Because it's still one of the most effective tools in digital marketing, and when you do it right, you'll get great results.

Despite the rise of new marketing channels, including amazing ad formats, email continues to be widely used and has a high level of accessibility, with a large portion of the global population having an email address. More than that: email allows for better targeting and enables you to deliver personalized and relevant messages to your audiences, increasing the chances of engagement and success.

Advantages of email marketing in 2023

Email marketing has good reach: nearly every adult has an email address, making email a widely accessible and universal communication channel.

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It's personal: email marketing allows businesses to personalize messages to specific target groups, increasing relevance and engagement. When you reach your clients via email, you know their name and some of their specific preferences, so your message can be focused and deliver more punch.

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Easily measured: data and metrics are easily available and easy to understand when it comes to email marketing, enabling you to measure success and adjust strategies for better results.

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Cheap way to market: it's a relatively low-cost marketing channel, making it a cost-effective way to reach a large audience.

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High engagement: when done correctly, email marketing can drive high levels of engagement, including opens, clicks, and conversions.

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Opt-in: because of spam laws and regulations, you can't just send unsolicited emails to customers - they have to actively request to get mail from you. The opt-in model guarantees interested customers - they agreed to receive email messages from you, which means they are at least somewhat interested in your products or services.

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Tips for a better email marketing campaign

Measure it

Evaluating the success of your email campaigns is a goal that should not be overlooked. Without regularly analyzing the numbers, it becomes difficult to set achievable targets for the rest of the year. By keeping track of these key metrics, you can compare your performance to your competitors and pinpoint areas that need improvement.

The following email metrics are crucial:

• Open rate
• Click-through rate
• Click-to-open rate
• Unsubscribe rate

Try using AI in your email marketing

You can try to revolutionize your email marketing strategy with the power of AI.Say goodbye to manual and time-consuming tasks and hello to effortless, high-performing campaigns.

Brands are already harnessing the potential of AI to:

• Compose engaging email subject lines
• Automatically generate personalized email content
• Send tailored messages to each individual prospect
• Generate highly personalized newsletters with ease

Personalize your emails

Personalized email marketing was a key trend in the past year and will remain a crucial aspect in 2023. In fact, customers are expecting personalization, making it an essential part of any marketing plan.

Here are some ways to incorporate it into your strategy:

• Offer product recommendations based on customer segments
• Send trigger emails based on customer behavior, such as abandoned shopping carts
• Personalize emails by including the recipient's name.

Be inclusive

It's important to make sure your marketing materials show diversity. Check if the people in your pictures are from different backgrounds and if your language is not offensive. According to a study done by Facebook, a lot of people do not feel like they are represented in online ads. Also, most people in the study said they think companies should show diversity and inclusiveness in their online ads.

Timing is (almost) everything

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Optimizing your email send time influences open rates, click-through rates, and revenue. Tuesdays and Thursdays are considered the best days to send marketing emails. Generally speaking, it's best to send email marketing during the workweek, and avoid weekends.

The exact time of the day also matters a lot. Usually, it's best to time the emails to when your customers are on a break from work. This, of course, changes according to your target audience, but working hours are usually the same for most people. Still, you may need to do some testing in order to pinpoint the best hour to send marketing emails.

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Email marketing automation

Email automation (and automation in digital marketing, in general) is becoming a standard practice, not just a trend. It's especially helpful in eCommerce. Automated emails, such as welcome messages, product suggestions, and reminders about abandoned shopping carts, can greatly improve eCommerce sales. In 2020, email automation helped increase conversion rates by 29.5%. If you're looking to grow your business, email automation is worth considering.

Even if you're not in eCommerce, other industries like travel, real estate, and B2B can also benefit from automated emails and see faster growth.