The New Email Revolution

1. Email remains the dominant digital communication channel

According to market research firm The Radicati Group, in 2015 there were over 205 billion emails sent and received daily worldwide—about seven million emails zipping around the digital superhighway that is the Internet in the time it took you to read this sentence.

Ubiquitous communication tool. Despite the rise of social media and messaging apps, email continues to be the most widely used form of digital communication. Its prevalence spans across personal, consumer, and business contexts. The sheer volume of daily email exchanges underscores its importance in modern communication.

Preferred business medium. Email is particularly favored in professional settings. Studies show that 86% of professionals prefer email for business communication, and millennials expect it to remain their primary work communication method for the foreseeable future. This preference stems from email's formal nature, ability to document conversations, and ease of organizing and referencing information.

Marketing powerhouse. Email marketing has proven to be highly effective, with some reports indicating a return on investment (ROI) of 4400% or $44 for every $1 spent. This makes it a critical tool for businesses to reach and engage their audience, promote products or services, and nurture customer relationships.

2. Crafting effective subject lines and "From" lines is crucial

68 percent of Americans say they base their decision to open an email on the "From" name.

First impression matters. The "From" line and subject line are the first things recipients see, acting as the gateway to your email content. They play a pivotal role in determining whether an email gets opened or ignored.

"From" line importance. The sender's name or company name in the "From" line builds trust and recognition. It should be consistent and clearly identify the sender to avoid confusion or suspicion.

Subject line optimization. Effective subject lines are:

• Concise (ideally 40-50 characters)
• Clear and descriptive
• Personalized when possible
• Avoiding spam trigger words
• Creating a sense of urgency or curiosity

A/B testing subject lines can significantly improve open rates, with some tests showing up to 25% higher engagement for winning variations.

3. Personalization and segmentation boost email engagement

Personalized subject lines provided a lift in open rates of as much as 41.8 percent.

Beyond name insertion. While using the recipient's name is a start, true personalization goes deeper. It involves tailoring content, offers, and timing based on the recipient's preferences, behavior, and demographics.

Segmentation strategies. Dividing your email list into smaller, more targeted groups allows for more relevant messaging. Common segmentation criteria include:

• Demographics (age, location, gender)
• Past purchase behavior
• Engagement level with previous emails
• Position in the sales funnel
• Interests and preferences

Data-driven approach. Leveraging customer data and analytics enables more sophisticated personalization and segmentation. This approach leads to higher open rates, click-through rates, and ultimately, conversions.

4. Content marketing enhances email effectiveness

According to FierceCMO (10/3/2016), a poll of more than four thousand Forbes readers found that branded content was 9 percent more effective than paid advertising at getting consumers to consider buying a particular brand.

Value-driven communication. Content marketing in emails focuses on providing valuable, relevant information to recipients rather than just promotional messages. This approach builds trust, establishes authority, and keeps subscribers engaged.

Types of content. Effective email content can include:

• How-to guides and tutorials
• Industry news and trends
• Case studies and success stories
• Exclusive insights or research
• Answers to frequently asked questions

Lead magnets. Offering free, high-value content (e-books, whitepapers, webinars) in exchange for contact information or further engagement can significantly boost email list growth and subscriber engagement.

5. Automation streamlines email marketing processes

An autoresponder is software or a service that automatically sends out either a prewritten single email or a sequence of emails on a preselected date or at a time.

Efficiency and consistency. Email automation allows marketers to set up triggered emails based on specific actions or timeframes. This ensures timely, relevant communication without manual intervention for each message.

Common automated sequences:

• Welcome series for new subscribers
• Abandoned cart reminders
• Post-purchase follow-ups
• Re-engagement campaigns for inactive subscribers
• Drip campaigns for nurturing leads

Personalization at scale. Automation combined with data integration enables personalized messaging at a large scale, improving the recipient experience while saving time and resources for marketers.

6. Mobile optimization is essential for email success

According to Litmus.com's latest report, The 2017 State of Email Report, the market share of emails opened on mobile phones was at 54 percent, higher than Desktop (16 percent), and Webmail (30 percent).

Mobile-first design. With over half of emails being opened on mobile devices, it's crucial to design emails with mobile users in mind. This includes:

• Single-column layouts
• Large, easily tappable buttons
• Concise content
• Responsive design that adapts to different screen sizes

Font and image considerations:

• Use sans-serif fonts for better readability on small screens
• Opt for a font size of 14pt for body text and 22pt for headlines
• Limit image use and ensure they're optimized for quick loading

Testing across devices. Regular testing on various devices and email clients ensures your emails display correctly for all recipients, maintaining a professional appearance and functionality.

7. Multichannel integration amplifies email marketing impact

Email, at its best, is the glue that can tie together nearly every part of a multichannel marketing system, so that tracking from one touchpoint to the next is more effective, regardless of how nonlinear the customer pathway may be.

Coordinated messaging. Integrating email with other marketing channels (social media, direct mail, paid advertising) creates a cohesive brand experience and reinforces messaging across touchpoints.

Cross-channel customer journey. Email can guide customers through different stages of engagement, from initial awareness (via a lead magnet) to post-purchase follow-up and loyalty programs.

Data synchronization. Integrating data from various channels provides a more complete view of customer behavior and preferences, enabling more targeted and effective email marketing strategies.

Multichannel campaign examples:

• Using email to drive social media engagement
• Following up on direct mail campaigns with targeted emails
• Sending personalized emails based on website browsing behavior
• Coordinating email content with ongoing paid advertising campaigns

Last updated: August 10, 2024