In a world of responsive advertising and interactive webinars, email marketing might appear to be an antiquated form of communication. But with 4 billion Email users every day, E-mail remains one of the most efficient messaging channels.

Keep your audience engaged and updated

Email is one of the best ways to get your message directly in front of your users, so it can help you re-engage your audience and keep them up to date on what’s going on in your business.

In addition, you may also utilise email to inform your audience about future events, your technical help, or the availability of their favourite product. Beyond that, you may concentrate on providing value to your audience and presenting information that is relevant to them.

Connect with your audience through personalization

You can get data, such as names, from your contact list through email personalization and allow you to insert it into the subject line or content of your email. In addition, you can try to personalize your offers or coupons to different types of subscribers to show them that you understand their needs.

Others than that, Dynamic content can take email personalization one step further. You can use subscriber data and dynamically change content based on their behavior or use dynamic content to serve two versions of the same Email copy to two different subscribers. For example, you could send a coupon for a 10% discount to B, while C receives a coupon for a 30% discount because they have already visited the product page on your site and are more likely to switch.

Share testimonials and other user-generated content

Email provides a channel to push these messages to your target audience when they are most needed. Meanwhile, you can use recommended images or star ratings as the main content of your email design. However, getting a feature or review is only the first step. You still need existing customers and potential customers to see this user-generated content.

There is no right or wrong method to add references in your email, but while doing so, keep the subscriber experience in mind. Reviews may not be the most useful item to share with your audience at the beginning of the sales funnel.

Send the right message at the right time with email automation

By using an autoresponder or trigger, you can meet users on the sales journey with relevant and valuable email content. For example, you can automatically send a welcome email when a user subscribes to your newsletter.

As automation goes further, you can try to set up a lead cultivation campaign. Lead development activities include a major trigger and a follow-up workflow of multiple automated emails that are sent at set intervals. Common triggers include lead form submission or shopping cart abandonment. With lead development activities, you can truly customize your content for each step of the sales process, and cultivate subscribers along the way.