Key Factors for a Successful Email Marketing Campaign

Martech Outlook | Tuesday, February 20, 2024

Email marketing was once a labor-intensive, spreadsheet-driven manual procedure. However, with the advent of technology, the process is now largely automated, with most of the effort being done to set up background-running processes.

Fremont, CA: Businesses can increase their revenue, expand their clientele, and enhance their reputation by implementing email marketing. To have a successful email marketing campaign, it is essential to have a complete understanding of the channel, from acquisition to strategic planning, data collection, and administration. In contrast to other media, marketers must also comprehend the principles of message delivery. Here are three factors that have driven the evolution of email marketing:

Permission and Privacy Regulation

Permission has evolved from being an imprecise notion to a recommended practice to a legal requirement in most countries worldwide. Permission now includes expectations of privacy, both from the person's perspective and as codified in legislation in nearly all countries where commercial email senders operate.

Marketing Automation

Email marketing was once a labor-intensive, spreadsheet-driven manual procedure. However, with the advent of technology, the process is now largely automated, with most of the effort being done to set up background-running processes. Dashboards manage almost all email-related operations, including list administration, quality improvement, reporting, message production, acquisition, timing, and optimization. Marketing teams can focus their efforts on strategy and goal-achieving when automation handles the tedious tasks associated with daily marketing. This is a significant advantage for marketers.

User Expectations

Email marketers (as well as their SMS messaging counterparts) must consider the channel and how they use it; otherwise, they risk criticism from the channel's guardians and recipients. Customers were initially happy to receive communications from their preferred companies in their inboxes. However, customers unsubscribe from brand emails or ignore unsolicited mailings for well-established reasons, including email fatigue. Over time, email users have grown to expect more from the promotional communications they opt to receive. They want companies to use the information they have voluntarily provided to send them relevant, personalized emails, ask for permission beforehand, and send emails at a frequency that complies with their inbox load. Customers unsubscribe, neglect, or classify emails as spam when a brand doesn't meet their expectations.

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