Kristina: How has 2020 changed email for the future?
Nick Dujnic, Vice President Marketing, LiveIntent: Email was already a great tool for marketers early last year: a January 2020 report showed that a whopping 88% of brands use email to communicate with their customers. The pandemic and the race to replace cookies have further cemented the place of email at the center of marketing, monetization and identity.
Kristina: What does a good email strategy look like at the moment?
Nick: A good email strategy requires understanding of your subscribers and flexibility. This means paying attention to how readers handle content in order to inform your strategy and to pivot if necessary. Email can be used as a low-risk means of experimentation to determine what works for the audience (and what should be built on) or what needs to be changed. Think of it like a focus group of your best customers or readers that you have 24/7 access to.
Kristina: What are your top 3 tips for email success?
Nick: The first important tip is to keep everything from creative copies and layouts simple and optimized for mobile devices.
Second, you should always meet your subscriber expectations. That means driving to a specific article or having your own landing page if conversions are your goal. Otherwise, you can just send someone to your homepage and hope they find their way to your registration form or wherever you want.
Last showcase value. When a consumer provides an email address to a brand or publisher, they deserve it. Email should share your strongest content, reach audiences with personalized messages, and keep engaging readers. In other words, make sure that relationship building continues even after subscribing.
Bonus Tip: Finally, think of email as more than one way of sending and receiving email. Think of it as the key to identity in a world without third-party cookies. Get your engineering, strategy, marketing, and business development teams to ask how they’d like you to think about the incredible capital you’re sitting on.
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