{"id":583,"date":"2021-01-29T11:41:05","date_gmt":"2021-01-29T11:41:05","guid":{"rendered":"https:\/\/spritzsf.com\/spritzbits\/?p=583"},"modified":"2021-03-10T07:15:31","modified_gmt":"2021-03-10T07:15:31","slug":"pandemic-fact-email-marketing-is-more-important-than-ever","status":"publish","type":"post","link":"https:\/\/spritzsf.com\/spritzbits\/pandemic-fact-email-marketing-is-more-important-than-ever\/","title":{"rendered":"Pandemic Fact: Email Marketing Is More Important Than Ever"},"content":{"rendered":"

What do the pandemic facts mean for digital communications? Conferences and conventions are on hold, business travel is at a standstill, in-person meetings are scarce, and offices are empty. Those who can work remotely are still doing so as the pandemic reality settles in beyond the one-year mark.\u00a0<\/span><\/p>\n

This means an explosion in the widespread use of digital tools and platforms.\u00a0<\/span><\/p>\n

Aside from the giant impact of Zoom and its several lookalike cousins. One of the mild surprises of daily life has been the subtle but unquestionably strong rise of email. It\u2019s not as though email ever went out of fashion. People have been using emails for so long that they have almost forgotten. That it\u2019s actually a digital platform and an important marketing channel.\u00a0<\/span><\/p>\n

The numbers are extraordinary and continually rising. <\/span>In 2020, roughly 306.4 billion emails were sent and received each day<\/span><\/a>, which\u2019s equal to about 39 emails per person per day considering the world\u2019s population of 7.8 billion people. That comparison includes non-users of course. So, for those of us actually using email all day, every day, the actual numbers are much, much higher.\u00a0<\/span><\/p>\n

Despite the growth in messaging and chat apps, and putting aside personal communications, emails have remained a simple, less expensive, and effective marketing tool for essential B2B and B2C connections.\u00a0<\/span><\/p>\n

With the flood of emails in the digital space, getting noticed by the customer is the single most important requirement for your email marketing campaign to be successful. After all, we all know that \u201cdelete\u201d is only a quick tap away, right?<\/span><\/p>\n

Check out seven simple and effective recommendations to make sure your email meets two primary objectives: a) It is opened and b) It is worth the recipient\u2019s time to read:\u00a0<\/span><\/strong><\/h2>\n
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  1. \n

    Clean up your list and segment it regularly<\/h3>\n

    Do your subscribers still want to hear from you? You probably know that it\u2019s important to send emails regularly to keep your subscribers engaged. Well, that may not be true if you have a stale email list with inactive subscribers. People change email accounts, switch jobs, and especially now during the pandemic, many people have been either furloughed or laid off. So, frequent clean up of your list is crucial. Subscribers who haven\u2019t opened your email in the past six months should be considered inactive. However, before you remove them, you may want to consider a \u201cwin-back offer\u201d or \u201cwe miss you\u201d email.<\/p>\n

    Are you experiencing lower open rates and higher unsubscribes?<\/p>\n

    Segmentation of an email list is very important to target the right customers. For instance, an existing customer should not be hearing about a first-time user offer. And a flash sale for tomorrow should not be sent to out-of-state customers.<\/li>\n

  2. \n

    Timetable your emails<\/h3>\n

    Timing is everything \u2014 The clich\u00e9 holds true for email communications, too. Sending an email during off-hours and weekends may not garner the same attention as it may during business hours. And depending on the nature of the business, the opposite could be true. Email marketing platforms allow send-time optimization so that users in different time zones will receive the email at the right time, not the same time. For instance, if you schedule the deployment of an email at 11 a.m., it will reach the user\u2019s inbox at 11 a.m. local time for each individual.<\/p>\n

    How frequently are you sending emails? Ask yourself whether you’re overly aggressive or underutilizing this powerful channel. The answer lies within your own analytics, so listen to your customers.<\/p>\n

    Analytics and metrics, patterns, and trends are revealed for open rates, unsubscribes, call-to-action, sources, and more to develop a balanced, well-planned email marketing strategy.<\/li>\n

  3. \n

    Avoid spam filters<\/h3>\n

    Despite sophisticated spam filter enhancements, they\u2019re not flawless. Even the best email filters will dump your email into the spam folder if a hiccup is detected. It\u2019s recommended to:<\/p>\n