The time for those who invest in email marketing campaigns to bet everything onsending emails indiscriminately, and that is, on sending the same commercial message to all the contacts in a database in bulk? With the support of some data we will try to answer this question, to understand to what extent marketing automation can still be useful and what are the most effective measures if the objective is to increase the return on investment in email marketing.
Article Key Points
Are Commercial Emails All the Same? Users Reward Personalization
Let's start with the numbers: already in 2017 one in five emails of those sent to random recipients or part of generic lists it wasn't opened. What has changed since then is above all the quantity of stimuli to which the average Internet user is exposed every day. A good portion of these are commercial contents: it is not surprising then that there has been a drastic drop in attention towards corporate messages, especially those that reach to disturb daily activities and do so without permission. If we add to this the specificity of the email channel, namely the fact that an email box is perceived by most users as a private space just like a mailbox, we understand why it is no longer time to send newsletters and other commercial emails indiscriminately: not only do you risk your messages remaining unread among countless others, but they are also perceived as annoying and the same fate befalls the brand upstream. Avoiding random mailings è, in other words, a strategy useful for preserving open rates of their emails – which also has consequences cascade on the probability of ending up in the less visible Promotions folders present in some email clients and on the costs of using email marketing software for example – and improve engagement rates. There is, after all, a greater probability that a newsletter will be read if it ends up in the right email inbox and opening the newsletter is the first essential step for more complex and converting actions, such as opening any links present. All this without considering that avoiding sending out a barrage of emails is an excellent way to show that you are concerned about the privacy of its users and compliant with the latest regulations on personal data.
What has been said so far does not mean that you cannot exploit the advantages of theautomatic sending e with multiple contacts simultaneously of their commercial emails. One of the main secrets is to carefully choose the contact lists to draw from: better if they are users who have previously given their consent to receive commercial communications via email, even more so if they are profiled contact lists, similar to your core target and your buyer personas. Most email marketing software and tools have functions that allow you to personalize every email you send, even simply using the recipient's name for example, and some recent studies highlight how Italians in particular are more likely to read a commercial email if it literally calls them by name in the subject line or if it comes from a brand they know and follow.
Article published on 11 October 2022 - 14:04
