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Email Marketing Trends in 2023 - Dos and Don'ts

 

Email marketing is an effective way for businesses to reach their customers and promote their products and services. In 2023, there will be several key trends that businesses should be aware of when it comes to email marketing. Here are some dos and don'ts for email marketing in 2023:

DO:

Personalize Your Emails 

In 2023, consumers will expect personalized, relevant content in their emails. Use data such as name, location, past purchases, or any other personalized information about the recipient you have to tailor your emails to individual customers and their specific needs. Gathering personalized data is easy using GreenRope’s signup forms, surveys, and unlimited custom user-defined data fields.

Once collected, take time to analyze the data to determine the best way to use it for future engagement. This data will help you make vital email marketing decisions such as the content of the email, how that data will be used (lead nurturing vs. retention), and measuring KPIs.  

Use Interactive Elements 

Interactive emails, such as those with surveys, feedback requests, or quizzes, can help increase engagement and conversion rates. GreenRope’s survey feature makes it easier than ever to create questionnaires to gather client information. Request information with custom designed surveys, from simple polls to in-depth dynamic, logic-based questionnaires. All information gathered from surveys is stored in your CRM, making it easily accessible for use in your email marketing and marketing automation strategies.

Utilize Automation.

Automated emails, such as abandoned cart reminders or welcome emails, can help improve customer retention and sales. Automated follow-ups, task reminders, document signing reminders, etc. are also great ways to increase productivity and ensure your team stays on track.

Personalize and streamline your user experience and save your team time and money by implementing automated workflows into your marketing strategy. Automation keeps your engagement strategy focused on the end result, more conversions! 

Tasks/ actions to automate when thinking about your email marketing strategy: 

  • Sales follow-ups: Send reminders to your team to follow up with clients. 
  • Customer journeys: Send leads and customers down personalized, logic-based journeys. Journeys can automatically segment contacts, send documents, delay actions until certain dates or criteria are met, send emails, trigger workflows, and much more. Learn more about journeys here. 
  • Workflows: Workflows are a series of actions that are either automated or assigning tasks to team members. Workflows can send invoices, documents, update or append data, create opportunities, assign tasks, send texts, and more. They are a great way to streamline internal processes and communication. 
  • Customer onboarding: Use drip campaigns, journeys, or workflows to automate the onboarding process. 
  • Quotes/Invoices: Automatically send quotes and/or invoices and send automatic reminders when payments are overdue. 
  • Booking/ appointment requests: Automatically accept appointment requests, send appointment details and reminders, and request more information prior to the appointment. 
  • Data collection: Use signup forms and surveys to automatically collect data about your leads and clients. 
  • Lead scoring: Automatically assign scores to leads and customers based on their demographic and behavioral data. When a contact hits a certain point threshold, trigger an email or sales follow up. 
  • Optimizing your campaigns: Automate the optimization process. Create different emails to test, select your test audience, and test time frame, and after that timeframe, automatically send the highest performing email to the remainder of your list.

There are so many ways you can use email marketing to automate a lot of your sales and marketing process. The key is to understand what you can automate, determine your process, and execute it slowly and strategically. 

DON'T:

Ignore Mobile Optimization 

In 2023, most people will access their emails from their phones, so it's important to ensure that your emails are mobile-friendly. When creating your emails, make sure your template has mobile rendering capabilities, test your content on different devices, and ensure any links in your content go to mobile friendly sites. These important considerations will lead to more opens, clicks, and conversions by increasing your client interactions with the ease of a mobile-ready outreach campaign in place. 

Check out these 8 ways to optimize your business in today’s mobile world

Overdo It With The Promotions 

While promotions can be effective in driving sales, don't make every email a sales pitch. Balance promotional emails with valuable content such as news, tips, or industry insights. Use data to create segmented lists to increase your client loyalty and engagement. Filter contacts based on their interests to keep engagement alive while avoiding flooding their inbox with unwanted promotions. 

Forget About GDPR and Other Privacy Regulations

Make sure you have explicit consent from your recipients before sending them emails, and ensure that you are following all relevant privacy laws. There are many laws and regulations in place for ensuring that tracking of data by GreenRope is done in an ethical manner, and that it is done as a necessity for the safety of your contacts, your account and reputation, and the GreenRope system. For more information on the General Data Protection Regulation (GDPR), click here

By following these dos and don'ts, you can stay up-to-date on the latest email marketing trends and maximize the effectiveness of your campaigns in 2023.

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Melissa Filich

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