How to run great campaigns in 2023 and beyond, ET BrandEquity

Email marketing has come a long way since Gary Sirk sent his first email blast to 400 recipients in 1978. Gary has made a fortune for his employer thanks to his $13 million in business generated by the campaign (he is worth more than $78 million in today's inflation-adjusted values). Ironically, the first time someone predicted the demise of email was in his 1989, and by 2023, email will be used more frequently than ever before. Email continues to be used, even under threat from advanced AI chat tools that offer the option to send multiple types of attachments. It plays an important role for marketers. Let's take a look at five best practices that make email marketing a powerful tool for digital marketers. 1. Microsegmentation increases engagement

As segments become smaller and smaller, microsegmentation helps marketers narrow down their target market. Today, your audience is determined by a variety of factors, including behavior, shopping habits, exact location, and seasonality. To deploy these highly segmented campaigns and execute them flawlessly, you need an efficient, functional, and scalable email marketing platform.

2. Increase ROI with Email Deliverability Suite

Equipped with a variety of cutting-edge features such as real-time email verification, email preview with IP and domain reputation dashboards, and personalized consulting, our email delivery suite helps increase campaign effectiveness and ROI.

3. BIMI accelerates trust in email marketing

Sender policy frameworks, DomainKeys Identified Mail, domain-based message authentication, reporting, conformance, and brand indicators for message identification are all steps you can take to increase security and stop phishing and spoofing attacks. It is important.

A properly configured Sender Policy Framework (SPF) record prevents your domain from sending unauthorized email. Implementing DKIM helps prevent emails from being modified after they are sent. Configure DMARC to respond appropriately when SPF or DKIM verification fails. SPF, DKIM, and DMARC help authenticate email senders by verifying that the email came from the domain they claim. These three authentication methods are important to prevent spam, phishing attacks, and other email security risks.

Once SPF, DKIM, and DMARC are in place, BIMI is a great addition that can thwart more sophisticated phishing attacks and even increase brand awareness.

4. AMP enhances interactivity

Accelerated Mobile Pages (AMP) for email lets you create interactive emails using HTML, CSS, and JavaScript. In addition to Google's Gmail, AOL Mail and Yahoo Mail also support his AMP.

Our assessment of AMP technology is that it is revolutionary and will completely transform email marketing. Because important tasks like confirming your registration, making a reservation, providing comments, filling out forms, setting prices, sharing or distributing real-time content, and many other things are done right inside your email newsletter. Because now you can do it. Beware of ESP

5. Keep it simple

By keeping your email marketing strategy simple, you can focus on the key elements that are most likely to drive results. To keep things simple, you need to evaluate key areas like subject lines, preheaders, clear calls to action, mobile-friendly design, and most importantly, defining clear goals for your email marketing campaign .

Remember, keeping your email marketing strategy simple doesn't mean sacrificing quality or effectiveness.

The future of email marketing

As mentioned earlier, email marketing is much more difficult, complex, and highly technologically driven, but it can still be as effective as it was in 1978. The key is to determine your email deliverability budget and use advanced tools like BIMI. Your brand identity is established by placing your logo next to the subject line in your inbox. This authenticates the sender as genuine and increases the likelihood that the recipient will click. Additionally, email marketing automation is a game changer as it can take personalization and context to a whole new level. Marketers now segment audiences based on behavior, emotion, shopping preferences, location, season, climate, income, and many other categories.

Using chatbots and virtual assistants in email marketing

Using chatbots to assist with email and data collection is one of the easiest and most efficient ways to use chatbots when it comes to email marketing. For example, when a customer or potential consumer is talking to a chatbot, the chatbot can automatically and non-intrusively ask for their email address.

A successful email strategy requires starting with a large database of email addresses, which is often the most difficult part of the process. Therefore, any organization can greatly benefit from this email capture automation.

conclusion

Email marketing in 2023 will be a competitive, complex, but lucrative marketing channel. Using the right email marketing software that guarantees deliverability can be achieved by thoroughly evaluating your service provider. Unlike fly-by-night providers that can be identified for a nominal fee and lack transparency about factors such as data storage and implementation process details, a reliable email marketing solution provider will work transparently and collaboratively . Such service providers often offer smart DIY options that give marketers full control over the security and residency of their brand's identity, content, and data.