As a kind of near-life cycle, email marketing always reappears when marketers are faced with some sort of crisis in which a promising tool is discovered as less than promising. When the mirage of organic social media reach ended, marketers took refuge en masse in the benefits of email marketing.
In this tool they could control the message, but also the sending channel and even ensure all the return data that this marketing action generated. Now that cookies are in their decline and that the pro-privacy measures of the big ones are complicating things a lot, email marketing re-emerges as one of those great solutions to all problems (although it is not at all margin of the impact of these measures). Marketers have found in email marketing a sort of refuge and as a point in BizReport , are increasing their efforts in this field to make up what they lose by tracking current problems consumers.
This leads them to boost their email marketing strategy, but also to increase their actions to attract new subscribers. What matters is to increase the email lists and thus reach a larger audience. But not only that: as they point out in the analysis, email marketing also opens the door to a way to identify the consumer. Now that cookies are staggering and everything has become much more complex, the email address works as a consumer identification tool. Thus, it serves as a lever for segmentation outside of email marketing shipments as well.
The key is in the discounts
Capturing subscribers has therefore become key. But how to achieve it? What will convince users to give that data and become part of the mailing list? As the findings of a RevTrax study point out, the key is discounts. Marketers are increasingly using discounts and financial incentives as a hook to capture new hires.
Thus, a quarter of retail companies are already offering discounts of “X percent less” to those who sign up for their newsletters. Fast food and consumer goods brands use it less (10% do), but that does not imply that they do not use the same manual. Instead of offering direct discounts via percentages to subtract, they are betting on specific discounts (the classic ones of 5 euros less with your purchase) or on actions that allow you to save in another way (for example, a free shipping if you subscribe).
The idea of discounts as a hook works, because consumers have become much more sensitive to savings and prices during the pandemic. Now, more than before, saving whatever it is is a very attractive claim, so much so that it costs much less to get rid of personal data if we perceive that they give us that value in return.