Email is 40x more effective at acquiring new customers than Facebook or Twitter. Yep, you read that correctly. A recent study by McKinsey Global Institute shows that there’s a reason that managing your inbox can feel like directing traffic – it’s an incredibly powerful method for marketing. Approximately 91% of US consumers use email daily, and the rate at which those consumers purchase from an email versus social media is estimated to be at least 3x higher – with an average order value at least 17% higher than those resulting from social media marketing efforts.
If you’re in need of some new ideas on how to generate traffic, leads, and sales from email marketing, we’ve gathered predictions and advice from thought leaders in email marketing and technology to inspire your marketing strategy in the new year.
Carpe Conversation: Deepening Email Interactions
Blending Email & On-Site Interactions
Jordie van Rijn, founder of Email Vendors Selection, predicts that in 2018, a combination of email and on-site interactions will be used to guide potential customers through every step of the sales funnel – from chat bots to guided tours and slide-in tabs guiding a prospect’s next best action, marketers will help to direct – including interactions with chat bots, guided tours, and next best action slide-ins will guide the prospect to the next step in their sales journey.
“Instead of trying to employ email at every twist and turn of the customer journey, it is often more effective to focus on the well performing campaigns. We need to learn to “Carpe Conversion”, tune to their mindset and deepen the personalized contact at those moments that matter.
…We will see a shift, as companies are starting to use them to guide the customer into (opt-in) and from (after click through) email and continue the flow on the site.”
Increase in Re-Engagement Emails
Roland Pokornyik, CEO, Co-founder of responsive email API Chamaileon.io (@chamaleion_io), recently shared that he believes that with retargeting and event/time triggered campaigns becoming a more integrated part of every marketing strategy, he expects to see 2-5x more emails aimed at re-engaging prospects.
“You won’t be able to sell anything on the first meeting in most cases. People need to meet with your brand, product or offering various times before they would make the first purchase. …Customer journeys are much more dynamic and interconnected these days, meaning that companies need to have a concise communication strategy in place on all their channels.”
You won’t be able to sell anything on the first meeting in most cases. People need to meet with your brand, product or offering various times before they would make the first purchase. -@chamaileon_io #emailmarketing #mustread Click To Tweet Share this article.
For more recommendations on utilizing email to reengage lost prospects, read Pokornyik’s blog “Don’t Let Your Customers Fall Off – Re-Engage with Email.”
To re-engage lost prospects most effectively while they’re still early in your marketing funnel, consider utilizing email remarketing by ReachDynamics, which allows you to identify, capture and follow-up with website visitors who leave your site before converting.
AI + Email Marketing in 2018
Adam Holden Bache (@AdamHoldenBache) highlights the use of artificial intelligence/machine learning making email marketing an even more effective and valuable marketing tool in 2018:
“With interactive features working their way into the inbox, the use of artificial intelligence is taking off, as well as predictive marketing becoming more common, email’s value will only increase.”
The use of artificial intelligence is taking off...email's value will only increase in 2018. -@adamholdenbache #emailmarketing #mustread Click To Tweet Share this article.
Artificial Intelligence & Machine Learning Tools as a Requirement in 2018
Benjamin Vierk (@xcud), CEO of Artificial Intelligence consulting firm Positronic takes the view that companies that don’t implement AI tools in all forms of their marketing – especially email marketing, run the risk of making themselves irrelevant in 2018:
“Artificial intelligence is already being used to improve email deliverability and effectiveness in applications that determine best send times, product recommendations based on use behavior, hyper-personal segmentation, and rich customer lifecycle insights. The nature of machine learning is that it improves with each interaction, and becomes more effective over time. Tools that leverage this type of technology will become the norm in 2018, and I predict that organizations that don’t leverage AI in their marketing will position themselves to become irrelevant. They run the risk of throwing needless human resources, budget, and time at problems their competitors can solve in nanoseconds by implementing the tools this technology affords.”Organizations that don't leverage AI in their marketing will position themselves to become irrelevant in 2018. -@xcud #emailmarketing #mustread Click To Tweet Share this article.