Here’s How Email Marketers Are Boosting Engagement

July 19, 2016

6:00 pm

Digital trends are shifting how we operate and engage in a variety of industries. From social media to adtech, business trends as we know them are being influenced by tech trends.

But what about email marketing? Though it’s not as popular as it once was, email marketing is still an important option to consider when it comes to building brand recognition and getting the word out about your business. In fact, many email marketers are pushing to adopt a new strategy to keep consumers engaged to the niche.

So how exactly are these email marketers staying relevant?

How Social Media Has Reshaped Email Marketing

Of all the industries, social media’s influence has resonated the strongest for email marketing. The incorporation of emojis has transcended texting and social media reactions — it’s also helped to boost email marketing engagement.

In fact, digital marketing campaigns have seen a 557 percent increase over the last 12 months, according to a AppBoy study. They write:

“Over the past 12 months, the number of active customer messaging campaigns that include emojis has increased by 609%. More than 800 million emoji messages were sent in June 2016, up from 145 million in June 2015. That increase is even more pronounced among Android push campaigns, which has grown 848%.

And while emoji use continues to trend upward, brands are also doing a better job targeting their emoji campaigns to customers. While some emoji messaging campaigns in early 2015 were blasted to millions and millions of users, since October 2015 the average size of an emoji marketing campaign stabilized around 325,000 recipients, give or take about 50,000. That suggests that brands are increasingly taking advantage of segmentation and message targeting to deliver messages with emojis to customers who are likely to be interested in receiving them.”

In short, it’s found that consumers may be more likely to open an email containing an emoji in the subject line. However, that’s not enough to fully push email marketing back into the spotlight. The next challenge for email marketers is to understand how to entice subscribers to click on a link in the email driving customers to a sale.

AppBoy analyzed more than 250 mobile applications and six billion Android push, iOS push and email message notifications sent from its platform between June 2015 and June 2016. Any email marketers with more time to dedicate to strategy and follow up shouldn’t write off the power of incorporating this small change to boost their own email marketing engagement.

Image via Stocksnap

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Cameron is a tech and culture journalist, comic book enthusiast, and lives near New York City. A graduate of Stockton University, she's using her words to shift the world of online journalism, one byline at a time. When she's not writing, she can be found reading sci-fi novels, collecting succulents, and planning her next obnoxious hair color. Cameron is an editorial fellow at Tech.Co. Send your tips to cameron@tech.co or tweet @BlkGirlManifest.

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