Reaching customers through email offers powerful opportunities to connect, says Scott Hirsch CEO and digital development evangelical.
When it comes to nurturing leads, boosting conversions, and increasing customer retention, email marketing reigns supreme. In a recent discussion on digital marketing, Scott Hirsch CEO of DigDev says email marketing continues to be a top tool for small- and mid-sized businesses (SMBs) to keep up with larger competitors. As a digital development evangelical Scott Hirsch CEO says, brands have to start taking their email marketing seriously and get on board with recent trends to take advantage of this opportunity.
According to Scott Hirsch CEO and entrepreneur, recent email trends include:
Connecting with the audience – Brands have an opportunity in email marketing to connect with their target audiences, notes Scott Hirsch CEO. They can show their authority and how their brand values align with the consumer’s values. Email marketing also provides an opportunity to reach individuals in a convenient way with direct access through their inboxes.
Offering authenticity – One new trend includes people wanting to see brands as relatable and responsible, says Scott Hirsch CEO. Email marketing is the right place for brands to include raw and authentic content that helps their audience identify with them on a deeper level.
Personalizing content – People don’t want to see content that doesn’t matter to them, adds Scott Hirsch CEO. There is so much content published online and filling email boxes that a content marketing strategy without segmentation is a wasted effort. He says brands need to segment lists through a modern email provider, sending only content that appeals to the person and where they are at in the buyer’s journey.
Removing uninterested contacts – Scott Hirsch CEO says a common trend is to reduce contact lists, removing contacts that are unresponsive or inactive. “It might seem like you are heading in the wrong direction when you pair down your list, but you don’t want to market to people who don’t have any interest in your brand,” he explains. “Email marketing tech trends include tracking open and click-through rates so you can remove the contacts who haven’t shown interest in a very long time.”
Optimized design – Smartphone users are more prevalent now than ever before. According to Scott Hirsch CEO and many other experts, emails should always feature responsive design. Optimizing the email design means that the layout will adjust according to screen size, making it easy for phone users to see and navigate on their small vertical screens.
Automated emails – Finally, Scott Hirsch CEO says to set up emails to go out based on customer reactions. New tech allows automated sending when a user walks away from their cart, signs up for an offer, or interacts with the brand in another way. Automating emails allows for faster response times and less busy work for marketers.
