You’ve probably heard somewhere that email is dying. Marketers, turn your ears away from that, because email marketing is, in fact, alive and very well. Email has the highest ROI compared to social media platforms like Facebook or Twitter, and even paid search campaigns. For every dollar spent, email marketing makes 44 dollars back. We’ve all heard the same tricks for effective email marketing campaign management before, but the rules were made for a world that no longer exists. Enter: Drift. Drift is a platform that advocates conversational marketing. In January, the company launched Sequences for sales emails, and more recently, Drift for Email Marketing to fulfill their goals of creating a seamless marketing experience full of real-time conversations with clients. It’s too early to make conclusions about their new tool’s performance, but we can take notes on what they learned about successful email marketing and how they utilized this information to create an innovative approach to email marketing. 1. Conversational Email Marketing Builds Trust It’s all in their branding. They address one of the problems with email marketing—emails, no matter how personalized, gather leads through forms. How often do you read the words “sign up”, “register”, or “submit”? Drift knows conversations lead to conversions, not endless forms and clicks. After all, we are trying to reach people. Since Drift is currently the first and only conversational marketing tool in the world, what we can take away from this is their ability to see customers as approachable human beings instead of just potential leads. They know that establishing and maintaining relationships with people involves conversations. You’ve probably read it before: an effective email marketing strategy involves personalization. This can be in the form of addressing each consumer by their first name, or even suggesting content they would most likely be interested in through segmentation. Personalized subject lines are 26 per cent more likely to be opened. Like Drift, you can take personalization up a notch. Find new ways to create trust between your company and your leads. 2. Content Is the Foundation of Building Relationships You’ve probably also heard that device compatibility plays a role in email marketing. Optimizing emails for mobile devices is a “must” because as of 2018, 47 per cent of emails are opened on mobile devices, and only 17 per cent are opened on desktop. Drift takes this information and throws it in the trash bin. Surprised? Drift actually uses this information to shift focus on content rather than design. When you set your attention on creating emails that have less to do with device compatibility and design, you end up prioritizing writing emails tailored for your customers. Marketers can build trust and meaningful relationships better when you’re direct to the point. Drift is still a young platform, and has a lot more steps to take. But learning their approach from lessons we also know from successful email marketing tips can help us think outside the box and make it work for our email marketing campaigns as well. A different approach may be new to you, so if you need help with your next campaign, there are email marketing campaign services that can help your business.
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