An excellent multichannel marketing strategy no longer depends so much on the amount of advertising media. The key is to make each channel a means to connect with the minds of our consumers. This is the case of Viwomail, which allows us to add unexpected value, generating up to 50% more ROI (return on investment) per e-mail marketing campaign.
The customer journey map being limited to the selling point is a thing of the past. We are now in a period of constant change when contact with our brand starts far from the points of sale, shopping centres and specialised shops. Contact starts when clients see our banner on social media, our image in a brochure — or when they open their e-mail.
E-mail marketing is no doubt currently one of the most powerful marketing tools. This little innovation came about in the early 90s, along with the huge cell phones and candy-coloured, translucent Macintosh computers.
It is not surprising that since the advent of e-mail marketing, it has evolved by leaps and bounds. According to data from The Radicati Group, in 2016 approximately 215.3 billion e-mails were sent per day through 2.6 billion e-mail accounts, figures expected to grow by 3% per year.
Dare to evolve!
The monotonous, static marketing e-mail full of information but lacking entertainment — developed during the 2.0 digital marketing boom — is dead. It is giving way to a new era where advertising is no longer just an art form, but — thanks to the emergence of Neuromarketing — has become a science. Neuromarketing has demonstrated the importance of permeating the minds of consumers, to determine what motivates their purchases, what drives them in making a decision, what fills them and makes them feel a compelling need to purchase.
The fact is, according to Charles Darwin’s On the Origin of Species, living things have survived thanks to a series of evolutionary adaptations whereby only the strong survive, organisms that can adapt to changes in their environment and use the means at their disposal to face a new reality.
The same applies to companies. The ones who survive are only those who dare to change, who accept and face the challenges that the market imposes, adapting and transforming their own resources into tools that deliver great results over time.
The e-mail marketing world has changed, integrating new technologies and innovating in more captivating content that leads to greater CTR and ROI growth year after year.
Harness the seven new trends in 3.0 e-mail marketing
Now is the time for change. It is time to move towards new e-mail marketing, a new era of e-mail, capable of awakening the minds of consumers, putting their eyes on our brand. It is time to move towards e-mail marketing 3.0, using the technology it puts within our reach.
- E-mail embedded Neuromarketing
Let’s begin with the application of neuroscience to our content design. This new discipline is able to evaluate e-mail content to ensure the highest level of penetration with users who receive it.
An example of this is dynamic images, gifs or videos. According to a study by eMarketer, they increase CTR by 55%, maximising the chances of our users serving as brand evangelisers.
- EMOT (emotional moments of truth)
Emots are moments when consumers enjoy a relevant experience through contact with our brand, leaving an emotional imprint on their mind.
This is where e-mail marketing becomes a communication ally that allows us to remain current in consumers’ minds, using e-mails that reflect a genuine concern for our buyers even after they have made their purchase. We can send video e-mails with new promotions, use instructions and suggestions and recommendations — in short, all the content that adds value to their purchase and gives new meaning to the word “experience”.
A new trend in promotional e-mails has to do with the subject line, that short 7-word phrase that can get readers to open our e-mail. Now it features elements capable of triggering a reaction in the brain, arousing recipients’ curiosity.
Compare Encuestas, for example, is an online company that has started to use phrases such as “Very typical of you, (name of consumer), not to read our e-mails”. Although somewhat aggressive, this subject line generates the need to open the e-mail.
- Social e-mail
With the emergence of social media, there was much speculation about the demise of e-mail marketing. However, these two tools have merged with the use of hashtags in the subject or body of the e-mail, linking this resource to another platform which enables sharing videos embedded by Viwomail in e-mails, maximising the profitability of this new technology.
- Data collection
Pop-up windows are a resource that allows us to collect information from users who have browsed through our website for a period of approximately 20 seconds. This window features a short form and provides a series of benefits to users ranging from free e-books to discounts or free trials.
- E-mail Trigger
This model takes e-mail personalisation to the next level, bringing campaigns closer to users, thanks to the micro segmentation that allows e-mail marketing to send more targeted information to smaller groups of consumers.
Dynamic elements are no big surprise at this point. E-mail videos can congratulate users for an event or offer promotions in line with users’ specific shopping history, rather than sending generic e-mails to a lot of people.
- Wow effect
Who does not like that feeling of surprise, that feeling of wonder when we find something new, something different, something unexpected? Messages that are entertaining and easy to understand are the little details that generate a positive reaction in the minds of consumers, a first impression to accept our product.
An example of this is the new tool that Viwomail offers the world of e-mail marketing. Thanks to technological advances, videos are embedded directly in the e-mail body and play automatically when the e-mail is opened, offering users a new experience that leads to a CTR increase of up to 173%.