Let’s get back to email marketing : we have dedicated many articles on our blog to email marketing strategies and activities, as it is still considered the main tool to create and consolidate the relationship with your users and customers.
The opportunity to revisit this issue comes from the recent benchmarking report published by GetResponse on email marketing in Italy.
A truly reassuring picture emerges for marketers and strategists: the relationship between Italians and email is truly rosy .
But let’s get into the details.
Email Marketing: Italians Love It A Lot But…
Despite the large volumes of emails italy phone number data received daily, Italians still read many of the communications they receive from companies and commercial entities: Italy is in fact among the top ten countries with the best email opening rates , also of a commercial nature, with a percentage of 28.54% compared to a world average of 19.6%.
In a global context where interest in content conveyed by email marketing activities is increasing less and less , as evidenced by the average drop in clicks and CTR , in Italy the picture is certainly rosier, even if we must not forget that it is the value of the content itself that plays a decisive role.
Italians still love reading emails and digital marketing is vast in both its scope and application newsletters as long as the content conveyed has real value: personalization activities and email marketing automation strategies thus become strategic to achieve this goal.
Also in reference to the report published by GetResponse , Italians are more easily won over by emails that feature personalized subject lines , that is, they often contain the name, emojis rather than terms such as ” events ” (in this case there is an opening rate of 56.61%), ” pdf ” (53.35%), ” practical ” (53.14%), ” invitation ” (48.70%), ” newsletter ” (42.92%).
Automation, as expecte, would play a crucia bf leads role: beyond the possibility of selecting the best day and time to send, which also varies according to the sector of reference, the sending of automate emails when certain events occur (think, for example, of a workflow for lead nurturing purposes ), rather than the use of automatic responders, they positively influence opening and click rates , especially if they are part of an activity strategy well dilute over time.
CDP and email marketing : the advantage of advanced and dynamic profiling
If the success of an email marketing strategy is increasingly link to personalization, it is immediately clear that it is necessary to start with a careful strategy of profiling and segmenting your contacts.
It is therefore advisable to overcome the concept of a list as a single address to which you can send your communications indiscriminately, in order to opt for an effective grouping of your contact database based on multiple criteria, from personal data to behavioral data and those relating to real-time activities on the site.
In this context, the use of a Customer Data Platform such as. Blendee offers the possibility of an integrated solution both for advanced and dynamic. Profiling and segmentation and for the management of the email marketing activity itself .
lass=”yoast-text-mark” . PThe main advantages arise from the possibility of collecting data from multiple channels. And sources, both online and offline, and standardizing them at the level of a single customer view .
Data on the behavior of email marketing activities (e.g. opening/not opening the newsletter ) . Acan thus be integrate with personal or behavioral or contextual data of the same contact (e.g. purchase a particular product, view a particular page, etc.).
