The war has had a significant impact on all aspects of business, and email marketing has been no exception. Despite the hopes for new technological changes, many of the trends that dominated the market in 2021 remain relevant today. Let’s consider the main trends that should be taken into account for effective work with customers.
Back to basics: personalization and triggers
At the beginning of 2022. It was expected that companies would pay more attention to technological solutions such as electronic signatures, Customer Journey . Map optimization, and other innovations. However, as the survey results showed, most enterprises remained at the level of past tactics. One of the most effective tools that remains relevant is triggers. In particular, abandoned cart remains one of the most effective triggers for increasing sales since 2017. philippines mobile database But this does not mean that you can limit yourself to it. There are many other trigger options that can be optimized for better results.
Read also: Step-by-step guide to launching email newsletters for business
War and email marketing: how to adapt to new realities
During the war, many companies faced the need to cut costs, which led to changes in their marketing strategies. For example, in early spring 2022, email communications decreased sharply, with only 40% of companies saying they were continuing to work according to previous schemes. ws database However, by June, most companies had returned totheir usual indicators, and email marketing began to play an important role in customer communication again.
Interestingly, even during the war, customers expected support and engagement. For example, annette arnold avp of human resources when companies launched newsletters in early spring, they received a significant response from an audience eager to join social initiatives and share their activities.