Knock, knock. A letter to you. Email marketing in 2023

Email remains one of today's most effective marketing tools. Although this communication channel has been predicted to end soon for 20 years, it will still be used to increase reach and attract customers in 2023. The world continues to conduct business correspondence, register their accounts via email. And most importantly! 59% of purchase decisions are made immediately after opening an email.
A McKinsey study found that email newsletters are 40 times more effective at attracting new customers than Facebook and Twitter combined.

306 billion emails are sent every day. In an inbox clogged with emails, it can be difficult to find even something you look forward to. That said, email marketing, newsletters, and promotional messages are still powerful tools with which to remind yourself, inform you about promotions, and stimulate sales. Why is it that some emails get noticed amongst the hundreds of emails, whilst others are left unopened?

Testing

Testing helps you see and understand what triggers customers' interest the most. A simple A/B test can test ideas based on the content of the email, the subject line, timing, images and the call to action (CTA). It is important to remember that only one parameter can be tested with a single email, otherwise it will not be clear what exactly had an impact on the click-through rate and prompted the decision to buy.

A tip of the road. Before you send an email to a wide audience, look at the email through the eyes of the recipient. Send it to yourself or a colleague. This way you can make sure all the buttons and links work properly.

What are the best days to send emails?

Statistics show that the first ten days of the month are effective in terms of opens, clicks and orders. The 29th of the month is the best day in terms of performance and average number of orders.

Optimization for mobile devices
If you don't optimise your content for viewing on mobile devices, your emails just might not get opened or closed immediately. The recipient will be uncomfortable reading and absorbing the information. According to a consumer survey, 42.3% of email users delete unreadable, strangely deployed and unoptimised emails.
Send the email to yourself and open it on your phone. Check how it looks on different screen sizes.

Abandoned shopping cart: Remind yourself urgently
A customer has already selected an item, but something has stopped him. He's left the site. It's important not to waste time. Statistics based on data from 500 global brands show that reminders (letter, SMS) sent within an hour work best. After 24 hours the effectiveness of such reminders decreases significantly.

Segmentation. Relevancy and customization

Emails need to be ‘tailored’ and written differently for different target audiences. Several customer portraits need to be created as part of an overall marketing campaign. They are used to segment the mailing base and send relevant emails.
The psychology of personalisation
Personalisation is an important psychological component of any marketing message. Few people like to be ‘one of’. Addressing the recipient by name creates the illusion of belonging. Statistically, the most successful mailings are those that include the addressee's name, product name or company name in the preheader and subject line.

Countdown timers

Countdown timers are a visual impact tool that creates a sense of urgency and pushes the customer to action. They are placed on websites, added to the checkout funnel and in emails reminding customers to abandon their cart.

Visual content
As consumers become more accustomed to seeing visuals online, emails with images tend to have higher open rates and click-through rates than those without images. Infographics and videos in the body of the email generate a lot of interest and response.

What are the best mailing platforms to use?
Email newsletters are a great way to keep in touch with your audience and customers. There are quite a few platforms that make this process easy: MailChimp, Constant Contact, AWeber and GetResponse. All of these platforms offer different tools and different pricing plans.

Email marketing is not complicated, but it requires a systematic and professional approach. LLC «ElectraQuix» specialists develop and set up systems for testing customer emails, optimize them for mobile devices and analyze the results.

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