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3 Tips for Digital Marketers to Expand Email Programs This Year…


The
start of a new year is the perfect time to reflect on last year’s campaigns and
set achievable goals for the year to come. Campaigner recently
surveyed digital marketers and
discovered 2017’s challenges, successes, and areas for growth in 2018. Here are
three easy-to-maintain tips and suggestions to help marketers make the most of
their campaigns and grow their program’s reach throughout 2018.
1). Adapt Programs to Keep
Subscribers Interested & Motivated

Marketers
find it increasingly challenging to capture subscribers’ attention. The
majority of email marketers (59 percent) found that increasing open rates was a
top challenge in 2017. Additionally, 41 percent struggled to create compelling
content for their campaigns. As consumer habits continuously change, marketers
must adapt their programs to growing trends in order to keep consumers
motivated and loyal, and increase ROI.
Marketers
should utilize A/B split testing to fine-tune messages and subject lines in
order to catch subscribers’ eyes and increase open rates. When crafting subject
lines, try playing off current events and social trends to add a timely twist
and pique the interest of subscribers. For example, create dynamic content that
changes to reflect each subscriber’s local region, climate or time zone. By
using current and relevant news and events, marketers can create interesting
and relevant emails for all age groups, which can also be used to increase
brand engagement.
2) Set Campaigns up for Success with
Appealing Content & Integration

It’s
important to have content integrated across all platforms to create engaging
campaigns. In 2017, email marketers aced social media integration with only 10
percent reporting it as a top challenge. To no surprise, social media giant
Facebook captured the interest of most digital marketers with 48 percent
choosing to invest most in it for 2018.
To
create in-depth campaigns, make integration a top resolution. With 27 percent
of marketers already utilizing video, and 31 percent eyeing landing pages to
boost ROI, use these integrations to increase engagement with customers. For an
added in-store integration, use QR codes that link to landing pages with
special discounts and promotions.
3) Plan for Potential Roadblocks:
Keep an Eye on Regulations

Don’t
forget: the EU’s
General Data Protection
Regulation
(GDPR) takes effect on May 25, 2018 and will affect American marketers. This mandate can cost businesses
more than €20 million in fines if they are not compliant, but 84 percent of
email marketers are unsure of how GDPR will affect their business. This mandate
is already causing a global effect, and
Australia is even looking to implement
similar mandates.
Marketers
should take time to read up on global regulations to ensure they’re not
breaking any laws. Adding a form field during the subscription process to ask
subscribers their location can help businesses stay in line with local country
laws, and better personalize emails by location.
Marketers
can take advantage of 2018’s fresh start by taking these steps to build
stronger, more captivating email marketing programs. It is important they set
goals to make steps toward growing their brands. By fully utilizing all
available tools, integrating campaigns across all platforms and eyeing new
regulations, marketers can expand their reach and make this year their best one
yet.

For more information on Campaigner, please visit www.campaigner.com.




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