When talking about email marketing, we refer to the tools that allow companies to build brand and audience relationships through the creation and distribution of content via email.
Over the years, email marketing has changed and evolved into one of the most effective tools for any company's digital strategy. However, the evolution of this such tool has led to numerous challenges for marketers, who sometimes struggle to keep up with the game.
As a matter of fact, today approximately 2.8 billion people worldwide use email as a digital communication tool. Yet, only 30% of those people consider their email marketing strategy as “best-in-class”.
With that said, we will dive into email marketing strategies and show you the major challenges of this channel as well as the unique barriers that marketers usually face when building their email marketing campaign.
1.INCREASING ENGAGEMENT RATES
The majority of marketers says that increasing of engagement rates is their primary goal but also the first challenge that they need to face. However, smart marketers know that the key to overcome this challenge is to keep customers interested with relevant and targeted content. To do so, professionals must rely on segmentation and personalisation which means that they need to carefully understand the audience they are facing and build personalised content around it.
2.INCREASING CUSTOMER ACQUISITION
When it comes to customer acquisition, marketers are aware of the fact that email marketing is 40x more effective at acquiring new customers than Facebook, Instagram and Twitter. Hence their real challenge is to stand out from the crowd and turn leads into customers. The best way to do so is to take full advantage of the customer analytics which can help marketers fine-tune their approach and make sure that they are accurately addressing customers’ needs and preferences.
3. IMPROVING CUSTOMER RETENTION
Retaining customers costs less than getting new customers. To do so, companies need to cut through the clutter and keep focusing on the personalisation of content in order to secure the retention of the customer base. Customer retention requires also marketers to carefully study customer feedback and to be quick to solve any issue related to the product or service.
4. INCREASE BRAND AWARENESS
Email marketing is the most important component to any brand awareness building strategy as it enables marketers to reach customers regularly and directly. The main struggle here is to be able to give personality to the brand and be consistent with all points of contact with the customer. To succeed in that, marketers could build different email patterns and test them in order to better understand what type of image/video/graphic leads to an increase in brand awareness – and hence conversion.
5. REDUCING MARKETING COSTS
One of the most obvious advantages of email marketing is its lower cost compared to mainstream marketing channels. There are no print or postage costs and no fees paid in exchange for exposure on a certain billboard, magazine or television channel. Yet, some marketers still struggle to cut costs. An easy fix for this challenge could be investing in specialist software to automate mailouts, choosing the one which best meets budget constraints and feature requirements.
Being aware of all these challenges is vital as it will enable smarter marketing and help you build unique and efficient email marketing campaigns.