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Surprisingly, but true – only 10% of current CoMagic clients actively use email marketing. At the same time, more than 60% of Western audiences prefer to contact brands via email – Adobe study “Email Use 2017 - US Report” (2018). We are ready to ask that in Russia it is not much less.

Email marketing continues to play an important role in brand marketing campaigns, but it is worth acknowledging that this channel is currently going through hard times. There are too many newsletters, and even more spam filters. Communications with companies are flowing to social networks, and direct marketing is replacing email.

Does this mean that email newsletters are no longer Telegram door effective and it's time to reallocate the budget to more profitable advertising channels? We analyzed the experience of using email marketing among global brands, looked at trends, new features and key points in use and collected for you the TOP-6, which will increase the effectiveness of this channel.

Read, put into practice and take your email marketing to the next level. Let's go!

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Automation – chains of triggered emails
How does this work?

You think through scenarios and set up trigger chains for your subscriber base. Then you set up automatic sending of emails corresponding to the triggers. For example:

Welcome letter (trigger – subscription);

Congratulatory letter (trigger – a specific date);

Letters about unfinished purchases (trigger – abandoned cart), etc.

Trigger email chains will allow you to always stay in touch with your subscriber, and also quickly convert them into active buyers.

Here's an example of a triggered email chain from Nissan.

Automation of mailing
Automation of mailing
Abandoned carts are a fairly popular trigger, but what about abandoned views? There are many more cases where a user viewed products and then left the site. You can also create a corresponding trigger for this.

Interactive content
So-called “kinetic” letters are the main trend of 2017, continuing to gain momentum.

These are mailings that include GIF images, buttons, photo and video carousels, surveys, constructors, infographics, etc. Due to direct interaction with the audience, interactivity allows you to achieve greater conversion than with regular letters.

Interactive letters
Interactive letters
Deep personalization
It has long been known that mass mailings often cause irritation rather than genuine interest. But when you personalize the subject line, the title, the text, it is as if you are addressing the subscriber directly.

Collect information about your subscribers and segment the entire base accordingly. Where to get data?

Information about the user from his social networks;

Analytics of website behavior: pages viewed, products, interrupted purchases, etc.;

Behavior in mailings.

A great example from colleagues from the Hilton hotel chain. Marketers studied the behavioral data of their clients and then used it in a mailing: each client received an individual letter with infographics about how many times they stayed at the hotel of the chain and how many countries they visited. The results of this mailing were +70% to openings, +37% to clicks. Not a bad result, right?

"Sticky" content
Offers, promotions, product information – you won’t surprise anyone with such content for a long time. But why not offer subscribers something extra – new useful and exciting content, selected according to their interests.

Style guides, recipes for new dishes, practical instructions for growing bonsai on your windowsill... Tips, news, jokes and many other types of "sticky" content are useful not only for information resources, but also for brands.

By sharing useful information, you not only retain subscribers and prevent such unwanted unsubscribes from the mailing list, but also build a dialogue with potential buyers, thereby increasing overall loyalty to the company.

Mobile layout
All kinds of mobile gadgets continue to conquer the world. And if users increasingly read books, news, communicate, listen to music, etc. using their smartphones, then why do you think that they check their email any differently?

We're not talking about simple mobile optimization - that should be the default - but about making buttons, images, and any other content used in emails more attractive and mobile-friendly.

The percentage of users who prefer mobile layouts will only grow. Therefore, developing and implementing a well-thought-out mobile strategy for your email marketing is something worth spending time on right now.

Analytics as the basis of email marketing
It doesn’t matter how well-thought-out your trigger scenarios are or how brilliantly chosen your GIFs are, if you don’t define KPIs before you launch your email campaign and don’t track its results in any way, you’ll never understand what worked in your email strategy and what didn’t, which means you won’t understand what needs to be adjusted.

Most email platforms provide customers with information on basic metrics:

Open Rate;

Click-Through-Rate (CTR);

Number of people who unsubscribed from the mailing list;

Which links have the most clicks;

How long does it take to read a letter, etc.

Other indicators that, as a rule, few people pay attention to: virality – email forwards or shares on social networks.

Of course, all this data is important. However, it may not be enough if the ultimate goal of the email campaign is not to increase clicks or open rates, but to get real sales. So we suggest digging deeper and calculating metrics that show the specific results of each email campaign.

For example, in your CoMagic personal account you can view both general statistics for the email channel and statistics for each mailing separately.