Check out the main insights from the chat between Reportei and Egoi and discover the best practices for creating more advanced email campaigns.
The email marketing is a powerful tool that, when used strategically, can generate incredible results for any business. Therefore, it’s important for companies to adopt advanced practices to stand out and maintain engagement with their audience, especially with the advancement of technology and competitiveness in the digital market.
We’ve prepared this article for you to get ahead when it comes to working with advanced email campaigns. We’ll explore the best recommendations from our partner Egoi one of the leading marketing automation platforms on the market
We used the tips discussed in the chat between Renan Caixeiro, CMO of Reportei and William, a specialist in strategic partnerships at Egoi.
Therefore, continue reading to check out everything about this conversation and click the player below to watch the full recording of the live session.
Get to know the Egoi marketing automation platform
Above all, it’s important to introduce what the Egoi tool is, one of Reportei’s most recent partners.
Egoi is an omnichannel marketing automation platform founded in Portugal and today has a strong presence worldwide. Among its main integrated solutions, the highlights are email marketing SMS, push notifications, web push, and much more.
Egoi was programmed to optimize companies’ communication with their clients by creating, managing, and analyzing marketing campaigns efficiently and intuitively.
With advanced segmentation and personalization features , the platform helps to increase engagement and conversion rates, becoming a complete automation tool. This way, it helps to go beyond the basics in email sending, as we will show in the good practices indicated below.
6 Best Practices for Advanced Email Marketing
More and more, Egoi has been delving into the creation and sending of more efficient emails through research and development of various technologies.
In other words, if you believe that this strategy is dead, the truth is exactly the opposite.
It remains more relevant than ever and opens up opportunities for greater engagement with the audience.
To prove this, let’s explore 6 tips presented by William in the chat with Reportei going from the basics done well to the most advanced practices. Let’s go.
1. The Basics Done Well
The first step to starting in email marketing or beginning to achieve the best results with it is mastering the basics before even advancing to more complex strategies..
Therefore, first, you should ensure that the structure of your emails meets a number of criteria such as
- having responsive content, meaning it adapts to different devices and screen sizes,
- ensuring accessibility so that all readers can interact with the content simply,
- containing good CTAs Call to Action William even recommends using two CTA buttons, one at the top and another at the end of the email. The idea is that both lead to the same destination to reach both those who act quickly and those who prefer to read all the content before making a decision.
These are just some of the basic points to be addressed when we talk about email creation.
When well-made and attractive content is already being worked on, it’s possible to advance to other more elaborate issues as we will discuss below.
2. Advanced Segmentation
According to William, it is essential to have a very well-segmented base to ensure that the strategy is assertive for those who really want to receive that email.
Thus, to increase the efficiency of email marketing, advanced segmentation is a very important point. After all, simply sending content in a generalized way to a large contact base usually results in low open rates and creates a discouraging scenario.
On the other hand, when segmentation is based on demographic, behavioral criteria, and the stage of the consumer journey, campaigns become more personalized and relevant for each segment of your audience. This increases engagement and conversions.
To help in this process, it’s worth working with automations, ensuring that contacts are correctly categorized and that messages are sent at the ideal time.
Egoi, for example, has features that help in this process of engaging, nurturing, and creating more precise segmentations through automation flows as shown in the image below.
Finally, it’s essential not to buy lead lists and always follow the LGPD (General Data Protection Law) to ensure that your contacts are qualified and obtained ethically.
3. Having a Good Email Marketing Platform
Another important point to optimize your email marketing campaigns is having a well-configured platform that offers the necessary tools to create and send content strategically.
Additionally, William suggests that it integrates with your CRM platform so that you can use specific triggers for lead nurturing in more advanced stages of the sales funnel.
The same applies in the case of ecommerce , since the integration with the email marketing platform helps reduce cart abandonment rates and recommend relevant products to clients, thus increasing the chances of conversion and loyalty.
4. Phygital Integration
Moving on to more complex strategies, it’s time to talk about the possibilities that artificial intelligence provides for the development of good email marketing campaigns.
It’s very common to associate the use of AI with creating email copy or other content. However, according to William, it can go far beyond that and provide greater integration between the physical and digital worlds (‘phygital’ in English) to provide a hyper-segmentation based on user behaviors..
For example, let’s say you have a physical and a virtual store. Did you know that it’s possible to use AI to collect data on consumer actions within the physical store through their connection to the establishment’s wifi to develop more assertive campaigns online?
With this, it’s possible to produce content that indicates products that were viewed in-store and can also be purchased through ecommerce.
Or, thinking in the opposite flow, the visits made to the virtual store can provide data to the physical store’s sellers so they are better prepared to receive customers and assist them in the purchase.
This strategy might seem very distant from the reality of many companies, but it is already among the functionalities provided by Egoi and has become very relevant for those who wish to invest in omnichannel.
5. AI in Email Sending
In addition to phygital integration, Egoi also works with AI for more effective email sending to increase open and click rates.
The technology called Send Frequency analyzes a minimum six-month interaction history of each subscriber to determine the best day and time for sending. In the case of Salsa Jeans , a client of Egoi, a year of history was analyzed to identify ideal opportunities with automatically segmented hourly sends during the week.
With this, the company achieved a minimum open rate of 56%, increased click rates by 9%, and increased the average sales ticket by 73%.
In other words, this method allows for much more precise personalization in email marketing sending. This increases the open and engagement rates when compared to other sends carried out without this prior study.
6. Analysis of Email Marketing Results
Finally, we can’t forget to talk about the generation of reports about email marketing to understand the effectiveness of the campaigns and make them more advanced.
After all, by monitoring metrics like open rates, clicks, and conversions, it’s possible to identify what is working and what needs to be adjusted.
Additionally, there’s also the possibility of optimizing future campaigns, better segmenting the audience, and personalizing content, increasing engagement and conversion rates.
Thus, continuous analysis ensures that your strategies are aligned with business objectives, promoting sustainable and effective growth in customer relationships.
Integration of Reportei and Egoi
That’s why Reportei integrates with Egoi. We offer advanced reports on your email campaigns, segmentations, and performance of the automations created on the platform.
It’s possible to have a global view of your strategies and obtain the best insights for your campaigns through automatic metric capture, creation of graphs and tables.
In addition, we integrate with over 20 other digital media and platforms.!
With Reportei, you have access to a more complete analysis of your strategies for social media, paid traffic, SEO, sales management, and how they complement each other to generate the best results for your business.
