Experts weigh in on how emails can facilitate two-way communication

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by Anna Munhin Mar 20, 2023 News
Experts weigh in on how emails can facilitate two-way communication

Some marketers and business owners don't know if email is relevant anymore.

Email channel remains a top growth generator for businesses, with research showing that 89% of marketers identify it as their major lead-generation strategy.

Email marketing is the most relevant marketing channel according to a study. It needs to be more balanced in order to strengthen business deals.

The experts at the panel discussion deliberated on how emails could facilitate two. The panel was moderated by the Research Director of Your Story Media.

Email marketing in 2023

Jain spoke about how email continues to grow from strength to strength as a channel. The latest idea and a tech that has been around for a few years is Accelerated Mobile Pages. Think of the email as the destination site, similar to the website or app. Web-like experiences can be brought up in the mailbox.

Jain says that the idea of interactive emails is the biggest trend of the year.

The cost of new customer acquisition is one of the biggest challenges that most brands face. He said that the problem of attention recession and data poverty can be solved by the use ofAMP, as it can drive a 300,000% increase in actions inside of the email.

Emails for branding

Cookie deprecation is real, as evidenced by the fact that it will be phased out by the end of the year.

The primary mechanism for building and measuring digital ad campaigns has been third-party cookies, and this will lead to a shift in the balance between adtech and martech.

How can we assess emails as a primary identifier?

Velusamy said that he will be comfortable interacting with an email with that medium and that brands can reach out to him at a place and time.

A platform like Myntra is looking at using emails to groom customers. What do we do to do that? There are some customers who need a lot of information before they start browsing, and then there are others. It can't be sent on a push notification or on a banner ad. He said that they use email as a main way to start.

Customers might not be fully developed with the shopping intent, but marketers can still use their curiosity to get them to look at the catalogue. Email is more up to date to understand the customer better.

Changing consumer needs and priorities could lead to paradigm shifts in email marketing.

The strategy of smart content integration should be imported by all brands. A combination of smart email andAMP would give it an extra edge. Personalising email marketing helps understand the customer's past behavior, while reflecting on the present and creating effective products for the future.

Automation and understanding of artificial intelligence are important. At the right time, and at the right place, customers can be targeted. They'd be hooked for a long time. These are some of the changes I am seeing in email marketing. He said that it needs a new look.

Email marketing and AMP

What is the impact of email marketing today?

Global brands have usedAMP to create user-generated content This creative work requires a lot of effort on the user's part and they are now asking customers to come and create content.

Imagine being able to create your own tailor-made T-shirt or trouser design with user-generated content, because it's such a great idea. This is a good example of what email can do.

All customer interactions can happen within the inbox as a result of the evolution of a website or app. Emails will perform in this scenario. How can emails give the best return on investment at this time?

The last couple of years has seen email marketing categorized in a transactional way. All features of an emailer should be used by brands to understand customers.

If brands are able to deliver real value in the consumers' life, the return on investment of that particular channel will definitely go up.

He thinks that brands should use all features of email marketing in two ways.

Conventional email has been the most lucrative marketing channel for a long time.

Recent developments such as cookie deprecation and a realigned focus on profitability are helping to fuel the rise of stronger and betterAMP emails. We can anticipate exciting times in the world of email marketing.