Email marketing is evolving every day.
It is no more about how many emails are sent to how many subscribers.
The focus has come down to quality, once marketers would rely on batch and blast technique.
Although there are many who still like to flood the subscribers’ inboxes on a daily basis, the majority chunk is now working on sending personalised emails.
Email segmentation and personalisation can be referred as the most viable alternative to batch and blast technique.
It is important for the subscribers to read the emails.
If they are not reading, then it is hard to convince them to take the next step.
And to make them read, there is a need to send out emails that align with their interests.
So, how do we do that?
Email segmentation and personalisation is the answer.
For instance, an email from Modcloth was good enough to hold its customer’s attention, and also aligned with their interests.
The use of GIF in the email content scored them some more brownie points.
Apart from that, the subscribers were able to access this email from their mobile devices without facing any lag. Summing it up:
It had all the elements that people love to browse while shopping.
The GIF made it interesting.
There were several CTA buttons or options that made it interesting
They could unsubscribe easily if they wanted to.
It was mobile optimised.
Of Course, the customers never had a one to one chat with the founder.
But yes, they do a lot of shopping and browsing on their site.
So, does that mean someone is sitting and tracking them?
Rather, the moment the customer had signed up for their newsletter, his email address was added to a specific list based on the data shared (like date of birth, location, preferences, etc.).
Ensuring that the emails are optimised for mobiles is another mandatory aspect.
There is no denial that a larger chunk of people have shifted to mobiles for almost everything: checking emails, making a purchase, browsing, listening to music, etc.
So, if the emails are not mobile optimised, then there is a loss of a huge chunk of prospective subscribers.
For more convincing explanation, have a look at some fascinating statistics on mobile email opens in this infographic: