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Email (Yes, We're Talking About Email Again)


We’ve talked before (and will again) about how email marketing is an incredibly useful tactic — especially during the course of the last year. Social distancing makes it harder to see not only people in person, but also companies and products too. Digital resources are more important than ever to retain both relationships and product awareness.

A new Demand Metric Benchmark Report focuses on the current state of Email Marketing. The report analyzes email’s overall “accessibility, ease of use, and effectiveness." Various tactics are looked at in depth in order to help individual organizations — and their marketing agencies — transform their email performance from average to high achieving.

Let’s look at some of their tips…

One of the all-too-important tips is to make sure you understand your audience and analyze their consumption of your emails. For example, marketers should know details about the subscribers’ habits, including what device(s) the emails are being opened on, the amount of time they spend reading or interacting with the emails, and what time of day most emails are opened, among others. Physical location of the subscribers could also be helpful to analyze.

As with any marketing strategy, having a better understanding of your audience will help you tailor the emails appropriately, make them relevant, make them resonate, make them responsive — and turn out better results.

A second tip is to use technology to your advantage. By analyzing the different tools within your emailing platform, you will find that using them strategically can lead to increased open rates. The various tools you might consider include but are certainly not limited to: styling, different types of senders (make sure the from is a “person,” not a “brand”), email personalization, AI, and more.

It’s important to stay up to date with technology given that it is constantly changing and improving. You don’t want to get left behind.

The report also encourages companies to do some testing. By experimenting and trying out new email tactics, you will be better equipped to analyze how your audience receives your emails. It's a good way to discover what the audience likes and dislikes.

Having an understanding of what works and what doesn’t will allow you to set yourself up for success down the road.

If you’re interested in reviewing the report in full, visit Demand Metric.

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