The onset of the COVID-19 pandemic changed how the world worked and has forced businesses to adapt to the new normal. In the shift, digitization is witnessing a significant disruption. As businesses transitioned to working virtually, digital transformation has accelerated massively, affecting every part of the MarTech stack.
Like all other online communication platforms and marketing channels, email marketing has also undergone a significant evolution. It has not only increased in volume of email marketing campaigns, but has also changed the tactics that marketers employ.
It began with organizations sending several emails based on COVID-19, and then before anybody could realize it, the nature of email marketing strategy changed. While organizations have updated their email marketing strategy to address the pandemic, most marketers are still not sure about where to start.
Are you also confused about how to strategize your email marketing campaigns for success in the new world? Here are three methods that you need to integrate into your email marketing system before anything else:
Maintain data hygiene
Before the pandemic onset, cleaning your database once or twice a year was good enough to maintain data hygiene. But now, with the increasing number of online customers and email sending and opening rate, your database might get filled with unwanted data. This may lead to higher time consumption during automation processes. Thus, you need to clean your data once a month or week if required. The marketing industry has framed a new set of rules and regulations for the pandemic-hit world. To abide by those, maintaining data hygiene and data silos is essential.
Segment your data
Another great way to avoid confusion and complete your email marketing campaign faster and successfully is to segment your data. Moreover, with the varying number of customer problems in the pandemic-hit world, sending blast emails can lead to zero conversions. You need to create content based on each customer and their needs. To make this job more comfortable, you can categorize your target market based on their demand and draft hyper-personalized messages. Marketers now need to be more specific about proximity and location. They also need to understand the shift in the buying pattern of the consumers.
Creating short content
With so much to do digitally after the pandemic has hit, your email receivers might ignore long and tedious emails. Create short and easy to understand emails with a direct call to action to succeed in your email marketing campaigns in the post-pandemic world. You can try to make your emails more fun to read with infographics and images. Don’t forget the actual content behind email marketing campaigns while focusing on data hygiene and personalization strategies.
Since email has become the most reliable communication channel since the pandemic, you need to understand how to make the most of it. Integrating the strategies mentioned above in your email marketing campaigns can help you gain more conversion in this pandemic-hit world.
