Digital marketers will agree – email is one of the most valuable ways to nurture and convert leads into customers. According to Statista, the number of global email users will rise to 2.9 billion by 2019. Thus, it is foolish to underestimate the power of this communication channel, especially within the ecommerce industry where being connected and responsive can do wonders for your business growth.
But wait a minute…
The email marketing landscape is changing.
This is how.
Big Data is the Driving Force
In email marketing, big data is used to evaluate the type of content that suits each stage of the buyer’s journey. Complex data such as the behavior and clickstream analysis helps marketers with campaign planning and customer acquisition. With an increasing amount of ecommerce businesses around the world – collecting, recording and scrutinizing both quantitative and qualitative information about customers is beyond human capacity.
Personalization is the Key to Success
Nobody likes to be a part of the crowd especially in online conversations where you’re not talking in-person. The content and the tone of words set the mood when emailing both leads and customers. Time and again, experienced marketers suggest that personalizing the email content according to the customer category has become a need. For example the content catered towards baby boomers will not impress millennials. So you must acknowledge the diversity of audience and deliver suggestions based on a particular niche or person.
Time is of Essence to Everyone
Over the years, we’ve learned from Google that user-experience is everything. One of the things that matters the most is time. A delay of even a second (for the catalog to load) is risky to your online retail business. People want to ease the process of sifting through their emails, they want to see results fast. Thus, it’s better to avoid creating emails with heavy graphics that may take more time to load. Whenever you are reaching out to your leads, make sure you are to the point but don’t compromise on personalization.
Rise of Smart Phone Usage
Tech crunch reports, by 2020 there will be 6.1 billion smartphone users worldwide that’s closer to the current population of the earth. While not everyone uses email via mobile phone or at all, ecommerce marketers can’t ignore the potential of this promising device.
For this transformation, marketers need a helping hand and what will be better than a smart robot? Artificial Intelligence is paving its way across different marketing channels such as A.I. driven web design tools and email marketing. This presentation includes 10 ways you can integrate an intelligent machine/bot into your eCommerce email marketing campaign.
Interactivity Boosts Engagement
While games and quizzes have been dealt with in email marketing with the famous minesweeper email designed by Camille Palu and Miah Roberts, it is time to take a step forward and optimize emails for conversion. Rebel has developed a system whereby customers can complete their purchases from emails complying with Payment Card Industry Data Security Standard (PCI). Ecommerce businesses like eBay and The Home Depot are using this service.
The biggest change among all these is the rise of artificial intelligence in our mundane activities. As per Mailchimp’s monthly “Email benchmark stats” the average open rate of eCommerce emails is 16.75% and the click through rate is 2.32%. It is yet to see how deep learning algorithms and intelligent assistants can change the game. This presentation share ten ways to integrate A.I. into your email marketing strategy.
Now that you know, do you aim to use A.I. in your email marketing campaign? Take a pick.
A. Yes, sounds good to try
B. No, I like humans over machines
C. Well, maybe in the future