Email Marketing being among the most popular and effective means of digital marketing, here are top 10 things Email Marketers should look forward to in 2016.
1. Welcome Program
A welcome program is key—one that’s not just automated, but provides a warm on-boarding experience with multiple touch points.
2. Progressive Profiling
One gets to know more about a customer’s subscription through progressive profiling. This not only builds interactivity but helps in improving overall engagement through segmentation.
3. Programmatic (not Ad hoc) Email Marketing
Programmatic emails are predictable, measurable, and produce higher impact—whereas Ad hoc emails follow ‘Batch & Blast’ and have lower ROI.
4. Responsive Email Designs
With Mobiles proliferating, marketers will have to adapt themselves to a portable and multi-screen reality. Based on the device usage, Content and Call-to-Action needs to be changed. Responsive design helps do this.
5. Cart Abandonment Emails becomes a new necessity
The rate of Cart Abandonment in India is 51% as reported by India Marketers. However, our research shows that the industry ‘best in class’ rate for Cart Abandonment in India is 70%-75%.
6. Manage Customer Expectations
Segment your customers by loyalty, and target them with campaigns that are relevant to their level of activity. However, brands must note that it is sometimes more profitable to focus on reactivating dormant customers, rather than incentivizing active ones who are already loyal.
7. Run Lead Nurturing Campaigns
Our research found that more than 44% of India Marketers are yet to deploy this strategy. This is an effective marketing tool that helps marketers understand their consumer base and mold their marketing strategies accordingly.
8. Track the entire conversion chain, not just opens & clicks
Tracking just opens & clicks provides an incomplete view of Email ROI. Integrating with higher campaign goals like carts and orders provides a more accurate and realistic understanding of Email ROI as compared to other digital channels.
9. Complete the Consumer Loop
There is a lot of time consumed by marketers in sending or pushing customer communications-or what we call ‘campaigns’. This is also borne out of this research where most marketers are not using tracking mechanisms effectively. Consistently we find that India Marketers are under-investing in data science-analysis, gathering insights and completing the feedback loop on what worked, as well as how to improve future campaigns.
10. Mobile First please
95% of new online users every month are connecting through mobile devices. Yet we see that for most of the campaigns, content and creatives is first developed and tested on large screens (desktop) and then deployed on mobile platforms (responsive design). This approach has to change in 2016 to mobile first (design, develop and deployment) with optimised experience for the desktop.
Look forward to your thoughts and ideas that have worked for you in your email marketing campaigns.