A report from The Ultimate List of Email Marketing Stats for 2022, by Hubspot, shows that email marketing generates $42 for every $1 invested. This represents an ROI of 4,200% and that the methodology is more alive than ever.
Amidst the social media and influencer bombardment, many companies are rediscovering the power of a well-crafted email campaign. But how is this tool, seen by some as outdated, resurging and gaining relevance in digital marketing strategies? The answer lies in personalization and the use of artificial intelligence.
With increasingly sophisticated CRM and automation tools, brands can create highly targeted campaigns, improving the customer experience and increasing conversion chances. These resources allow companies to use consumer data to send messages at the right time, with more relevant content.
Personalization is the key to success
In a saturated digital landscape, personalization has become the primary differentiator for organizations. AI tools can analyze user behavior and send tailored messages to each profile. From the email subject to the content and offers, everything can be adjusted to attract attention and drive engagement.
For example, by observing a customer’s behavior, such as their previous purchases or demonstrated interests, a clothing store can send exclusive promotions, increasing conversion chances. This personalization not only improves results but also strengthens the relationship with consumers.
The perfect timing
Another crucial factor in the success of email marketing is the timing of delivery. With millions of emails being sent every minute, getting the timing right can make all the difference. Digital resources can identify the most suitable times for recipients to open and interact with messages.
By analyzing the time when customers usually open their emails or engage in buying activities, brands can schedule their campaigns for the ‘ideal moment’.
Relevant content: a shortcut to engagement
In addition to good timing, the content of the email is extremely important. Useful information, exclusive offers, and engaging content capture and maintain the attention of respondents. Segmentation also allows companies to create targeted projects, offering exactly what each group of customers wants.
The future of email marketing
The truth is that email marketing is far from outdated. Along with the market, it has evolved and, with the help of new technologies, has become a powerful resource.
With a well-planned approach focused on the needs of consumers, the strategy will continue to be responsible for highlighting companies in the digital environment. The phoenix has risen. It just needs to be tamed correctly.
