Did you know that email marketing is still the most effective of all digital marketing techniques? It’s the most cost-effective and delivers the best ROI. The reason email marketing continues to thrive in a rapidly changing digital world is its adaptability.
As with other types of marketing, the change is driven by the collection, analysis, and interpretation of volumes of data. For instance, analytics that drill down into customer behaviour, refine your audience and enable you to create highly targeted email campaigns that speak directly to their needs.
Highly relevant content increases your click-through rate and can do wonders for Key Performance Indicators, conversions, and customer relationships.
Creating content and narrowing your target audience is not as easy as it sounds, especially when you’re dealing with the B2G (business-to-government) market. You need an email marketing agency that is well equipped to provide a comprehensive range of services to give your overall email marketing strategy a boost.
Targeted Email Marketing Strategies
Choose your email marketers carefully. You want an agency with a proven history of successful email marketing campaigns that can virtually guarantee your emails will land directly into the public sector inboxes you’re targeting.
Cadence Marketing’s propriety iServe email delivery platform boasts a highly efficient and successful email delivery mechanism with significant click-through rates.
We’re going to look at some email marketing trends in 2025, so you can start developing an effective email marketing strategy that is a cut above your competitors in the public sector.
We’re also going to look at how our email delivery platform, iServe, streamlines your email marketing campaigns.
Upcoming Trends For Your Email Marketing Manager To Include In Your Email Campaign
Digital transformation can be a lot of fun, if you embrace it and get creative with it. Here are four trends and examples of email marketing ideas that can help you balance creativity, innovation, and the professional tone of B2G procurement.
Consider integrating these email marketing tips into future campaigns to create personalised emails that keep existing customers engaged and attract new email subscribers.
Fun Interactive Activities
We’re not talking about a carnival in an inbox, but fun or interesting interactive elements can make even dry email topics worth opening. Think polls, quizzes, surveys, and short videos.
You engage decision-makers and also collect valuable data about contracting authorities to help you adapt all of your marketing strategies to target your audience more accurately.
This type of data is also handy when it comes to personalised subject lines. Personalisation is a great way to enhance engagement by creating a one-to-one connection with your audience.
Confidentiality
All types of content involved in government transactions are sensitive and must be protected by the best data protection services available. Regulatory compliance is also a must. We recommend the General Data Protection Regulation (GDPR), which is an EU regulation that covers information privacy.
It’s not enough to be compliant, you also need to let the government departments involved know about your data protection methods and the steps you’ll take in case of an unlikely breach.
This is related to the government’s overarching commitment to transparency in data collection and use, as well as fairness in procurement.
AI & Chatbots
AI is already used to automate email campaigns, at least when it comes to delivery and scheduling follow-up emails. However, its role is expected to expand in 2025 so that it also includes content generation, especially the all-important subject line.
As part of a comprehensive email strategy, you might have to ‘teach’ AI software to learn your tone of voice and style, but once it’s got the hang of it, it should be able to generate subject lines that shout, “Open me!”
Machine Learning (ML) is an aspect of AI that learns how to mimic human behaviour, so it can also create content that boosts your marketing efforts. ML can also extract information from your email marketing database and analyse user behaviour and interaction to generate personalised follow-up marketing emails.
For example, links to video content or blogs that expressly deal with their challenges or answer questions.
Finally, AI and ML use analytics and predictive analytics to assess current performance while also using purchase history to improve future email marketing approaches.
Chatbots
Chatbots are extending their reach from websites to include managed email marketing campaigns. Emails with integrated chatbots aren’t commonplace – yet. But the predicted trend is to pop them in emails so they can provide real-time assistance when contracting authorities open their mail.
If anything is unclear in the email, recipients can ask the chatbot for clarification or additional information, like product recommendations that solve their challenge. Chatbots could problem-solve a variety of challenges and if they can’t solve the problem, they’ll redirect recipients to the human who has the answers.
Influencers
Social media is peppered with ‘influencers’. But, there are influencers and then there are influencers.
A winning email marketing strategy can attract email marketing specialists who genuinely add value to the subject and lend significant weight to relevant topics in your industry. Collaborate on various projects, like live webinars and podcasts, and find ways to integrate your partnership into emails.
For example, a short quiz that leads to a short five-minute interview on YouTube. It can serve as a taster for the full-length recorded webinar.
Your influencer’s name on the webinar will draw their audience as well as your loyal customers, so you can reach a greater target market with the potential to develop more relationships in procurement.
Purpose Built Email Delivery Platforms Bolster Email Marketing Campaigns
The sheer volume of work necessary to hit each trend in email marketing is intimidating. All you want to do is get on with product/service development so you can win more contracts in the public sector.
The most effective solution is to go with a specialist email marketing agency in the UK. The specialist bit is important because they have the tools to put the theory behind email marketing strategies into action.
Your email marketing manager can then run with it and create an email marketing campaign that succeeds on all levels.
Cadence Marketing has a proprietary emailing system, iServe, that ensures your emails land in the right inboxes. iServe has a 95% deliverability rate, which ranks up there with some of the best companies in digital marketing.
One of the things that makes our service stand out even more is our ability to deliver your emails to some of the most difficult accounts to access, for example, key decision-makers in Defence.
What’s more, we have the biggest B2G Contact Database of all email marketing companies in the UK.
Expert Design & GDPR Compliant Landing Pages
The robust platform is GDPR compliant, so there’s no need to worry about non-compliance penalties. iServe is designed as a solid framework to build standalone email campaigns or as one cog in a comprehensive procurement marketing strategy.
The framework also makes it easier to identify inactive subscribers and implement re-engagement campaigns that suggest it’s time to get on board and start targeting contracting authorities who have a genuine interest in the relevant service/works/products.
There is a strong focus on data and analytics because the more information we have and the better we understand how the information is used the more targeted and personalised the campaign. iServe is designed to give you peace of mind because every step in the marketing campaign is data-driven.
What You Can Expect In An Email Campaign
The package you choose influences the number and type of features available in your email marketing campaign.
These include:
- Audience build
- Content consultation, creation, and optimisation
- Weekly engaged prospect report
- End of campaign lead data (CSV)
- End of campaign summary report
- End of campaign performance consultation
iServe also enables you to add Bolt Ons, including access to an additional 2500 contracts and an additional email campaign that benefits from the Market Analytics Platform.
Find out more about iServe and contact us to arrange a free consultation so one of our email marketing specialists can answer all your questions regarding the different packages available.
