In this post, I want to touch on a topic that has been rebought into my life due to a new professional opportunity I chose to pursue. And that is email marketing. I recently had the opportunity to work as an email marketing coordinator for a fashion company. In this role, I coordinated end to end production of the emails (which where sent out 2-3 times a day), analyzed each campaign (creatives, CTR, demand. open rate) and proposed a/b testing (subject lines, CTA’s, offers). It was such an interesting experience since as a consumers, I am subscribed to so many companies email list yet in none of my courses at college was email marketing ever discussed.
This experience made me want to dive deeper to conclude if email marketing is a dying tactic or is is able to revive out of people’s spam folder with new strategies as predicted by experts. In a recent Forbes article, Tom Wozniak listed the following:
What Will Happen:
- increased competition to grab consumers attention in the inbox
- increased use of Ai
- to add personalization, use consumer data to create relevant content and drive more engagement
What Won’t Happen:
- not every new email marketing tactic will take off
- with so many new technology based tactics coming out, companies need to focus on the technology thats already developed in order to build a solid foundation to then test the innovative ones
- email wont die
The last bullet point is really why I wanted to look into this topic in the first place. From my perspective as a consumer (who rarely opens marketing emails) along with similar testimonials from friends the low metrics I saw from my role in industry it is hard for me to have hopes in email marketing. I believe that in the decade to come, email marketing will reflect e-commerce and it will be the survival of the fittest. Those willing to innovate their strategies will win the loyalty while their lagging competitors die out (or get sent to spam).
And with all that i end with this- in order for brands to have a loyal, engaged following and hence successful email campaigns they need to look at the bigger picture. They need to have a strategy that not only meets the sweet spot of frequency of emails (which will look different to each consumer) but also have a variety of content that keeps customers interested in engaging with the emails regardless if they have no intention in buying. This content should include education emails, inspirational edits, promotion, and emails of gratitude. I’ve seen first hand companies spending months trying to “innovate” nuances in their emails like switching up CTA to read “shop tops vs shop it” with little change in metrics. If companies want to have successful email marketing campaigns things need to change fast and drastically.