How Personalization and Relevance is making Email Marketing a powerful tool in Establishing Human Connection!

Relevance is an important factor in the sales and marketing of products and services, even more so for today’s customers who know what they want and where to get it. Marketing efforts that reflect empathy for the end-user always win loyal customers. Therefore, one of the authentic marketing channels, such as Email Marketing, has become effective in reaching out to the target customers. After adopting a more personalized approach with a human touch, e-mailers are now being built to communicate effectively with humans in a human way!

While there is no doubt that technology has created a revolution in how we connect, humanness in communication can never be replaced by machines, as the end customer is a human being, not a machine.

Email marketing is a science in itself, and to create engaging and effective e-mailers, one needs to develop strategic email marketing campaigns built to please the customer and build long-term relationships.

Numbers reveal much about the rampant use and influence of email marketing globally. In 2019, email users around the world amounted to 3.9 billion users, and this figure is set to increase to 4.3 billion users by 2023. If these numbers aren’t enough to reiterate that email marketing is a highly influencing marketing channel, in 2019, 293.6 million emails were sent and received daily.  In fact, this figure is expected to rise to 347.3 billion daily emails by the year 2022.

These numbers are overwhelming, proving that email marketing is the right way to establish the right connection with your clients or prospects.

So, how does one create effective email marketing campaigns?

Email marketing is a tool that, when rightly used, can build long-lasting business relationships, bringing in a lot of profit. This can be achieved if you can build email marketing campaigns keeping certain objectives in mind:

1. Identify an audience:

Craft e-mailers that are‘relevant’ to the specific targeted audience, and you will almost always reap the benefits! Understanding the buyer persona and building an e-mailer around that knowledge will give rise to focused email marketing activities with guaranteed results.

2. Define your goals:

Know the statistics well before you even begin designing a campaign. Have some benchmarks for setting goals. Assess and analyze all the email marketing campaigns you have worked on for a particular industry and, depending on the data, design new campaigns. This research and data can help you decide what’s best for your company and industry.

3. Set up campaign objectives:

Gather information about different email campaigns that are trending and have garnered results in the market, and then decide upon creating the type of email campaign that aligns with your objectives. While setting up your campaign goals, you should consider relevance, target audience, and the industry to create email campaigns that are more specific and result-oriented.

4. Create Measurable campaigns:

Once you set up measurable campaigns, you will gain control over many parameters, including the results. Measurable campaigns help you customize or change your existing campaigns based on the results. They also highlight what needs to be changed in the next email campaign. Tracking and measuring results can simplify your job and pave the way for improvement.

Email Marketing is incomplete without technological intervention or support. The very reason that automated marketing campaigns perform well is due to immersive and innovative technology- support that facilitates incredible results.

Email marketing is ever-expanding, and the future is more exciting regarding an amalgamation of strategy and technology for email marketing. Here are some predictions that might work in the near future:

(a). Hyper-targeted emails

It is the time and age of hyper-targeted e-mailers, which might soon become the norm. Trigger-based email marketing campaigns facilitate specific targeting of audiences like never before. Instead of bombarding people randomly with e-mailers, hyper-targeted emails enable sending the right message to the right people at the right time.

(b). Personalization is the essence of email marketing:

Email marketing works well when it is done well! It is not just the technology but the content that can decide how well you can design your email campaign to be successful.

A lot can be built over the knowledge of the buyer persona and the know-how of who you are targeting. Email campaigns that are highly personalized with appropriate and relevant messaging have higher open rates and improved click-through rates, too!

Personalization is what makes email campaigns successful. Empathy and relevance encourage more and more people to respond to your email campaigns. An email message with a personal touch increases the brand-recall value, creating a pleasant customer experience.

(c). Adding value through email marketing campaigns:

Value addition is what every customer values the most when it comes to marketing or sales. The intervention of technology such as machine learning can now customize emails for each individual based on their preferences and interactions through various websites and portals. Automation and personalization can be the powerful email marketing enabler of today’s times, as it is here to revolutionize how businesses communicate with each other and customers through e-mail.

Conclusion

Today is the time to use this wonderful marketing tool to reach out to customers and prospects, positioning one’s company and people as empathetic marketers who care to cater only to the right service or product to the right audience.

Personalization, empathy, relevance, automation, and specified target audiences are some of the driving forces behind creating successful email campaigns.  Email marketing is one of the most popular tools that can generate a high return on investment for marketing teams, and it will continue to do so, making email marketing, by and large, the most preferred marketing tool today and in the future.

Also Read: 10 ways to Improve Email Marketing in 2017