The beginning of a brand new yr is a superb time to make plans to strive new issues. Decide a journey vacation spot, a brand new interest, or new delicacies to strive. In fact, you can also make some electronic mail advertising objectives in 2022 as effectively, like increasing your horizons and experimenting with some superior techniques.
Every year, new electronic mail advertising tendencies emerge and supply alternatives to extend the sophistication of your program and maintain your technique from getting caught in a rut. To paraphrase the legendary thinker, Ferris Bueller: “E-mail strikes fairly quick. In case you don’t go searching every so often, you may miss it.”
So, let’s go searching. We encourage you to discover these 5 superior electronic mail advertising techniques and applied sciences in 2022:
1. Be an electronic mail AI early adopter
Nearly each on-line expertise includes synthetic intelligence (AI) to at least one diploma or one other — on-line purchasing, social media, search engines like google and yahoo, and most cellular apps use AI to assist ship custom-made experiences for every consumer. So there’s no motive that you just shouldn’t be benefiting from AI in your electronic mail advertising methods as effectively.
Utilizing AI in your electronic mail campaigns can assist increase conversions, retain subscribers, save time, and enable you perceive your model’s prospects.
As a result of AI is predicated on massive units of information and sample evaluation, you’ll get insights into subscriber conduct that let you shortly adapt and alter your methods based mostly on the outcomes from every marketing campaign. Plus, you are able to do this a lot extra shortly than if you happen to needed to collect, interpret, and iterate on that information manually.
Listed below are only a few ways in which AI helps superior electronic mail advertising:
Write extra related topic traces and electronic mail content material
AI applications like Phrasee use a subset of machine studying known as pure language era (NLG) to create high-performing, customized topic traces, in-body copy, and even efficient calls-to-action. It’s a instrument that basically takes the headache and stress out of crafting the right electronic mail.
Personalize your e-newsletter content material
Rasa.io is one other attention-grabbing possibility for creating custom-made AI-driven emails. It makes use of subscriber information to craft newsletters which can be tailor-made to every particular person. You may ship newsletters that solely use third-party content material or a mix of third-party and native content material.
As an illustration, a financial institution may need to ship a e-newsletter that helps their account holders develop higher monetary abilities and alert them to new rules. However account holders have totally different wants and pursuits. So, why ought to all of them see the identical e-newsletter content material?
This selection could also be particularly helpful if you happen to’re creating newsletters for a number of purchasers. Save your purchasers cash and save your self time by utilizing AI-powered newsletters.
Optimize your electronic mail ship instances
Some electronic mail platforms let you use algorithms for figuring out the most effective time of day for emails to land in a subscriber’s inbox. Not simply usually, however for particular subscribers.
Providers like send-time optimization from Mailgun by Sinch discover the best ship time for every electronic mail subscriber by utilizing historic engagement information that determines when a subscriber is most definitely to open and interact along with your electronic mail.
Routinely optimize your electronic mail lists
AI-powered software program like Drift can assist you higher handle your contact checklist with subtle algorithms that search subscriber information in your CRM and push it again to your advertising automation platform.
It corrects out-of-date information utilizing info pulled from electronic mail signatures and manages unsubscribes from individuals who replied to a marketing campaign asking to be faraway from an inventory. It will possibly even establish when somebody is not working for a corporation or when an electronic mail deal with is invalid earlier than you find yourself with a bounce.
2. Experiment with AMP emails
Nearly all of emails embody largely static content material and little or no interactivity throughout the message. Nonetheless, with more and more overflowing inboxes, electronic mail entrepreneurs have to compete for consideration. AMP emails provide you with an edge over conventional HTML emails by making them dynamic and interactive. That might imply higher outcomes once you examine conversion charges of HTML vs AMP emails.
Listed below are some superior electronic mail advertising techniques you’ll be able to strive with AMP:
Insert types
Any type you may in any other case use on an internet site will be added to an electronic mail utilizing AMP. You may create a webinar signup type, an occasion RSVP, account registration types, surveys and quizzes, suggestions types, and demo request types. As a substitute of being taken to a brand new window, subscribers can submit types instantly throughout the electronic mail, saving not less than one — if not a number of — steps, and making the trail to conversion simpler.
Embed calendars
Make appointments and reservations simpler by embedding reserving calendars instantly into your emails. Whether or not subscribers are reserving a software program demo, making restaurant reservations, or shopping for airline tickets, the simpler the method is, the higher.
Add accordions
Generally you may need loads of info that you just need to ship in a single electronic mail. If the e-mail feels too lengthy, you may resolve to create a brief blurb after which attempt to push the subscriber over to an internet web page that has extra content material. With AMP, you’ll be able to embody accordions, supplying you with the flexibility so as to add content material with out overcrowding and overwhelming subscribers.
Use product carousels
With AMP, not solely are you able to embed a carousel, however that carousel will at all times be up-to-date. Keep away from the frustration of sending potential prospects to a product web page for an merchandise that’s not out there by utilizing the dynamic content material capabilities of AMP. This is only one motive that there are clear advantages of utilizing AMP emails for eCommerce.
However don’t simply examine it — see examples of AMP emails in a webinar recording from E-mail on Acid’s Splat Fest. You may as well fiddle by yourself once you use the AMP electronic mail improvement playground.
3. Construct an augmented actuality electronic mail
Even if you happen to haven’t used augmented actuality (AR), you might be accustomed to it from platforms like Snapchat, the place you’ll be able to overlay digital graphics and results in real-time onto your smartphone selfies. The cellular app sport Pokémon Go additionally performed an enormous half in bringing AR into the each day lives of thousands and thousands of individuals. However augmented actuality isn’t restricted to social media and gaming. It may also be used as a complicated electronic mail advertising tactic.
Augmented actuality as a complicated electronic mail advertising tactic is comparatively new, however it affords some thrilling potentialities, together with:
Selfie filters
Identical to on Snapchat, you should use software program like ZapStudio to create digicam filters that use face-tracking and deep hyperlink them into your electronic mail. Encourage subscribers to share these photos on social media to get extra user-generated market attain.
Staging merchandise in an actual atmosphere
Improve purchases out of your advertising emails by offering an AR expertise that permits prospects to nearly place merchandise of their properties and places of work. When somebody is extra assured {that a} product will work for them, they’ll be extra possible to purchase it. You should use Apple’s RealityKit2 to create AR product staging experiences even if you happen to’ve by no means carried out one thing like this earlier than.
Immersive panoramic experiences
Immersive environmental experiences will be particularly useful for industries like actual property, journey, galleries, or theme parks. Assist prospects get enthusiastic about their journey vacation spot, how the rooms in a potential residence circulation collectively, what an artwork exhibition will embody, or what rides are in your theme park. Along with utilizing panoramic photos, you’ll be able to add doorways or gateways to create portal experiences, making it look like you’re entering into one other realm.
Curious? Be taught extra about how one can use augmented actuality in electronic mail.
4. Conduct a segmentation survey
It’s possible you’ll already use segmentation in your electronic mail technique, however there are some superior techniques that will enable you get extra information for extra strategic segmentation.
In case you have an inventory filled with contacts for which you solely know their identify and electronic mail deal with, right here’s an thought that might take segmentation and electronic mail personalization to the following degree: Subscriber surveys might unlock the door to extra helpful info that helps superior electronic mail advertising.
Be simple with subscribers about why you’re sending the survey and allow them to know you may have their finest pursuits at coronary heart. Strive messaging like, “Nobody desires emails that don’t relate to them. We need to ship a greater, extra customized expertise to your inbox!”
Understand that you’ll have to observe client privateness legal guidelines associated to information storage and assortment.
4 varieties of subscriber segmentation surveys:
1. Satisfaction survey
These surveys are easy and will be despatched out after a accomplished buy or after a interval of service. It may be so simple as asking a buyer to provide a thumbs up or thumbs down, or you’ll be able to have them fee your service on a scale of 1-10. If a buyer responds positively, you may add them to a phase for continued engagement. In the event that they responded negatively, you may add them to a phase that will get emails about troubleshooting product points or quickly droop them from getting additional advertising emails.
2. Web Promoter Rating (NPS) surveys
NPS surveys are used to gauge how possible a buyer may be to suggest your organization or product to a pal. If a buyer solutions that they’re more likely to suggest your product, you’ll be able to add them to a phase that receives extra promotional affords predicated on sharing with a pal, BOGO affords or prompts to share a product or their expertise on social media.
3. Demographic surveys
These surveys will be harder to get folks to fill out as a result of they will really feel somewhat invasive. Questions on age, gender, training degree, occupation, family revenue, and marital standing will be perceived as prying. With these questions, you actually need to make it really feel definitely worth the subscriber’s participation. Along with assuring them that the knowledge shall be used to be sure that they get related emails, you may supply an incentive like a reduction on their subsequent buy.
4. Life-style and pursuits survey
Folks usually take pleasure in telling others concerning the actions and hobbies they take pleasure in. This type of survey may additionally be perceived by subscribers as extra pertinent to personalizing their electronic mail expertise. As an illustration, it doesn’t matter if somebody is eighteen, single, and works as a cashier or in the event that they’re 65, married, and a neurosurgeon — in the event that they each take pleasure in working, each could possibly be an inexpensive audience for the most recent working shoe.
You may make these questions extra enjoyable by wording them in an amusing means and making it really feel like a sport. As an illustration, you might ask a sequence of “would you fairly” questions like, “It’s a good looking day trip. Would you fairly go for a run in your ‘model of shoe you promote’ or nap in your ‘model of backpacking hammock you promote’?”
There are many choices for making this type of survey enjoyable. Get inventive!
In case you use AMP in your electronic mail surveys, you’ll be able to improve your possibilities of getting responses since subscribers received’t need to go to a different web site to finish the survey.
5. Use extra behavioral emails
Top-of-the-line methods to implement superior electronic mail advertising techniques is to reap the benefits of advertising automation instruments.
Many transactional emails are automated — buy receipts, order transport notifications, and supply confirmations are all a part of the automated electronic mail course of that prospects are used to. But it surely’s vital to maintain subscribers engaged, whether or not they’ve bought or not. A good way to do that is to ship them automated emails based mostly on their conduct on-line or in an utility.
Listed below are some frequent campaigns that may be despatched based mostly on subscriber conduct:
Welcome emails
When somebody joins your checklist, you’ll be able to ship an electronic mail presenting them with a particular supply. You may make this welcome electronic mail a part of a sequence that introduces the subscriber to your services or products and set off every subsequent electronic mail based mostly on in-email conduct.
Onboarding emails
When somebody indicators up for a service, you’ll be able to set off a sequence of emails based mostly on subscriber conduct that forces them to finish a selected job earlier than the following electronic mail. As an illustration, an accounting agency may onboard new purchasers with an electronic mail prompting them to signal an engagement settlement. As soon as that’s signed, they get a subsequent electronic mail asking them to add earlier years’ tax returns — and so forth till all duties are full. In the event that they don’t full the duty in a sure timeframe, a reminder electronic mail is distributed.
Submit-purchase emails
Primarily based on what somebody has beforehand bought, you’ll be able to set off emails recommending equipment or associated merchandise, articles and movies associated to that product, or assessment requests and satisfaction surveys.
This, by the way in which, can be a wonderful alternative to make use of AMP emails for gathering testimonials from prospects.
Deserted cart emails
Our Black Friday electronic mail advertising report discovered that solely 18% of respondents deliberate to make use of deserted cart emails as a part of their vacation gross sales technique. This was startling information. Deserted cart emails are one of many best methods to automate gross sales restoration. You may make them so simple as a single electronic mail gently reminding a buyer to finish their buy, or you’ll be able to supply a sequence of reminders with totally different reductions over time. However critically — if you happen to’re not utilizing deserted cart emails, make the decision to start out doing so in 2022.
Re-engagement emails
In the identical means which you can ship emails based mostly on subscriber exercise, you can too ship them based mostly on subscriber inactivity. If somebody in your checklist hasn’t engaged along with your emails shortly, think about sending them a survey asking them to replace their preferences, present suggestions, or warn them that they’re going to be unsubscribed.
Don’t neglect to check
Regardless of how strategic or leading edge you get with superior electronic mail advertising, do not forget that electronic mail consumer help for sure varieties of code and applied sciences is usually inconsistent. You need to check your emails earlier than you ship them.
In case you’re utilizing newer applied sciences like AMP and augmented actuality, ensure your emails embody fallbacks for electronic mail purchasers that don’t help these applied sciences. With E-mail on Acid by Sinch, you’ll be able to preview your electronic mail in nearly any electronic mail consumer or system earlier than hitting “ship,” so you can also make certain all of your subscribers have a super electronic mail expertise.
Writer: The E-mail on Acid Crew
The E-mail on Acid content material crew is made up of digital entrepreneurs, content material creators, and straight-up electronic mail geeks.
Join with us on LinkedIn, observe us on Fb, and tweet at @EmailonAcid on Twitter for extra candy stuff and nice convos on electronic mail advertising.
Writer: The E-mail on Acid Crew
The E-mail on Acid content material crew is made up of digital entrepreneurs, content material creators, and straight-up electronic mail geeks.
Join with us on LinkedIn, observe us on Fb, and tweet at @EmailonAcid on Twitter for extra candy stuff and nice convos on electronic mail advertising.
