Salesforce Gives Marketers Top Tips to Drive Growth in Email Marketing
// By Althea Fung //
Email marketing is still the preferred channel for personalized communications among all age groups. Are you making the most of it?
People often say that email marketing is dead, but that’s not true. A 2021 study by Bluecore and NAPCO Research found that email is the most preferred communication channel for all age groups. The study found that about three out of four baby boomers think email is the most personal channel to receive communication from brands, followed by 72 percent of Gen X, 64 percent of millennials, and 60 percent of Gen Z.
Even though email is so widely used, that doesn’t make it easy for email marketers to engage with consumers. To help email marketers improve their email strategy, Salesforce hosted a webinar on the “8 Email Best Practices for 2022 to Drive Growth.”
Map Your Email Campaigns
“As email marketers, we never want to be in a position where we’re sending one-off email blasts on the regular. We know that this can be very impersonal for customers, and it can turn them off to our brand,” says Ruth Bolster, product marketing manager at Salesforce. “Instead, we want to think about our emails in the context of a larger customer journey.”
Bolster says before a team starts sending off emails, they should first identify what goals they’d like to accomplish through an email campaign — what action would they want the consumer to take?
Read on for a fresh look at email marketing trends your organization may have overlooked.
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