The email marketing trend is shifting again. The strategies used 5 years ago will definitely not work today. The email marketing landscape is quickly shifting and unless you are staying ahead of the curve and keeping up with the next big thing, you will fall behind and quickly become the next Kodak.
Here are some of the key determinants of the huge upcoming changes in email marketing that we will see in the next 2 years.
Customer Cynicism Towards Email Marketing
Your readers increasingly find themselves flooded with marketing emails everyday and it frustrates them. Often these emails do not even speak to their needs. Marketing emails that only scream their call-to-action buttons will find themselves receiving zero interest and lots of hate.
Cliché Clickbait Subject Lines
Your readers have definitely become wiser about detecting marketing emails. So what some email marketers try to do is to trick their readers into thinking that their marketing emails are actually work-related. The following subject lines will get you instantly blacklisted by your desired audience:
- ACTION REQUIRED. Check Your Account Details
- Reminder for Scheduled Meeting
- Re: Perhaps you missed my email
If you are using any of these cheap tricks, please stop it! No doubt you will get a high email open rate. But your “Report Spam” rate will be just as high. Don’t kill your email marketing campaign.
Gmail filters out emails into “Primary”, “Social” and “Promotions”. The last thing you want is for your marketing email to be thrown into the “Social” or “Promotions” tabs. It is as good as a waste basket. There are no definite ways to define Google’s algorithms to know how promotions are detected, but there are a few patterns we found that we compiled in Decode the Gmail Promotions Tab.
So now what?
In light of these trends, I believe that you will find it harder to maximise your email marketing reach and conversion.
But customer cynicism does not mean that you need to resort to trashing your email marketing campaign, but it does mean that you need to be more raw and authentic.
Having more discerning readers does not mean that you need to figure out new tricks to get them to read your marketing emails, but it does mean that you need to be tactful and provide value.
And Gmail filters does not mean that you should resign to being stuck in the “Promotions” tab, but it does mean that you have to be personal.
Be Raw and Authentic
It is impossible to remain anonymous anymore and still expect to connect with your readers. They expect more than the sterile and professional emails that they commonly receive from colleagues.
Get real about the pains and joys of work. Share your personal experiences in an informal way. Don’t be rigid. Using emoticons, GIFs and memes are fine if your business is a B2C business, and sometimes even if you are a B2B business in the right context!
The key is to get your readers to relax rather than tense up when reading your email.
Be Tactful and Interesting
This takes a great deal of creativity. Knowing how to create a subject line in your marketing email that people want to open is challenging. And the best way to be interesting is to provide value they find interesting such as free gifts and offerings like:
- Joe, just for you: an exclusive free ticket to…
- Tired of manually searching for emails online? Here’s 200 free contacts for you – no strings attached with our TQ Prospector! (Shameless self-insert but absolutely real value!)
- Need help with… Here’s 5 free tips on…
Please do offer a free gift which is of real value to your readers and not just something to hook them. Because that’s when your recipient will even share your email with friends who may benefit from your product. What’s better than getting 100% conversion from your email campaign? How about 1000% when your audience find it so valuable they share it with even more people!
One way to bypass Google’s email filter is to mention your recipient’s name in the Subject Line. You saw an example above, so here are a few more:
- Henry, We got 35% Off for You!
- Sarah, I found 4 ways to increase your sales conversion
- Linda, lunch meeting on me
You will find a lot more ways to bypass Google’s email filter on our article Decode the Gmail Promotions Tab.
BONUS: How do you find 50 email leads within 5 minutes? Try the TQ Prospector Tool FREE to supercharge your lead generation today!
ThunderQuote is the most comprehensive business services portal in Singapore, Australia and ASEAN , where hundreds of thousands of dollars of procurement contracts are sourced every month by major companies like Singapore Press Holdings, National Trade Union Congress and more.