Email marketing aims to establish a trusty relationship with your brand’s customers and to inform them about the benefits of choosing your brand over the competition.
In line with that, it is important to realize that email marketing strategies basically evolve depending on the feedback and ultimately lead to obtaining loyal customers over time.
Loyal customers deserve a special treatment. Special offers, promotions and discounts should be common practice for them, as that will keep them from looking for the same offer elsewhere.
The finest of email marketing campaigns answer a simple question: why would anyone browse the same offer elsewhere when your brand is trustworthy and reliable?
Email marketing is not only more effective than traditional marketing, but it is also cost-efficient. It has the potential of reaching people a traditional marketing campaign could only dream of, given that over 90% of adults use email services.
The latter has some drawbacks for new marketers. With an audience so huge, how to go about picking the right audience?
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The key lies in using insights and a well devised strategy. Local brands may have it easier than international ones, but every business stands to benefit from email marketing in one way or another.
Email marketing is the most popular form of advertising and far more efficient than Google- and Facebook ads, which are the common choice for paid advertisements. In comparison, Facebook ads usually reach only 2% of the followers, while a good email marketing campaign stands a chance of reaching the majority of customers’ inboxes.
Finally, emails are sent to subscribers. The fact that someone subscribed to your brand’s list means they are interested in your offer (unlike with paid ads when people don’t have a choice in the matter).
There are other means to obtaining additional email addresses. Commonly, it translates into a contest where an award is offered in exchange for subscription. The giveaways don’t have to be expensive; brands usually offer an ebook in exchange for the email address.
When email marketing is mentioned, most people think about the content first. Admittedly, content is the ultimate means to getting the customers to perform the desired action, but in order for it to do so, the subject line must actually tell them they want to read the message in the first place.
In a sense, subject lines are more important than the message itself, as they both represent your brand and announce the offer. The email body must deliver on the promise from the subject line and include a call to action, contact information and an unsubscribe button.
Mind the unsubscribe button! It may sound counterproductive, but it actually serves to prevent your messages from ending up in a spam folder. Namely, many people no longer interested in the brand will flag your messages as spam simply because they have forgotten they can easily unsubscribe.
Another tremendously important thing to consider is that both your emails and your website must be optimized for mobile phones. The majority of people access their emails on mobile devices and most subscriptions are performed in the same manner.
That means that if your message is image heavy, too long or too vague, people simply won’t bother reading it. If your website isn’t responsive, people will not perform the action.
It is always advisable to couple your email marketing efforts with the potentials of social media channels. Cross-promotions are always a good idea, as they enhance the chance of more people seeing your offer, consequently increasing the visibility of your brand globally and generating increased traffic.
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Always add social media buttons to your business page and provide links in the emails you send. If your audience comprises younger people, this simple (and free) strategy will increase your brand’s visibility dramatically.
Email campaigns also do wonders when used in combination with remarketing. The common way to do this is by sending shopping cart reminders and shopping cart abandonment emails. Many businesses are missing on this aspect of email marketing, all to their loss. Research has shown that ca. $17 per email can be generated in this way.
By sending similar offers to the customers, remarketing can be polished even further.
Segmentation and targeting are the two most important things when it comes to email marketing. Not all email campaigns are successful, especially if they are sent at random rather than by using insights.
It’s a no brainer that a teenager won’t be interested in the same offer as a middle aged business person, but there is so much more to segmentation than this obvious conclusion.
People’s purchase history, the pages they visit and re-visit, feedback, and many other factors can be used to fine-tune your marketing efforts.
At the most basic level, segmentation takes into account demographics, location, gender and income levels of your customers; your offer will do well to reflect on these stats.
Finally, it is important to know when to send emails. Even the finest of offers won’t result in the desired action if the messages arrive too frequently or in appropriate times. Special offers should be announced, but not every day. As for newsletters, the best practice is to send them monthly or bi-monthly.
Remember to always encourage communication and listen to customers’ feedback. In that way, you will acquire loyal customers and be able to perfect your email campaigns by implementing customers’ wishes. A win-win situation!
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