In recent years, Tweets, status updates, and Snap Chats have replaced email messages as a form of digital media marketing for businesses.
Because of all the noise on social media, many people see their inbox as a quiet place among the chaos. Advertisements ranging from text messages, smartphone app notifications, social media posts and emails have inundated customers. Standing out from everyone else requires expertise in the field and a respect for the consumer. After all, you’re asking for both their time and their attention.
Email marketing is one of the best and most cost-effective ways of digital marketing, informing clients of new products and generating repeat sales. Over 205 billion emails are sent daily and email marketing outperforms SEO, PPC and content marketing. Strategies have changed over the years, though. What worked well only five years ago doesn’t work today. Creating likable, relatable and concise content for your email marketing campaigns can be difficult, but effort placed in this marketing strategy has benefits which include increased open rates, click-through rates and revenue per email.
The first step to any email marketing campaign is building a list of email addresses. The key is to have a clear purpose when asking for an email address. Having a strong call to action and clear message is very important. Think like your customers and ask yourself these questions:
- What do I get when I give you my email address?
- Are you going to spam me?
- How often will you email me?
- Will I get discounts?
- Will you send me relevant offers or more junk?
Free offers, contests, newsletters or product updates are all great ways to build an email list. Sephora recently did this in a big way by running a contest to win a trip to Paris. Customers will almost always enter their email address or share on social media for a chance to win something. Depending on your message, you may be able to use the contest as a way to promote a specific product or service you offer.
Analyzing the Data
Understanding your customers and personalizing your marketing efforts can help your brand stand out. The two key datasets commonly used for personalization are demographics and behavior. These are areas were companies like Nike have thrived. In one email campaign, Nike used its demographic data to customize the image and font for men and women. This simple strategy allowed them to promote new releases to a very targeted audience. Combined with discounts targeted to each demographic, they were able to increase click-through rates and generate additional sales revenue.
Whole Foods has employed some successful email marketing strategies. Some of these strategies include using appealing color themes, announcing big sales and getting the community involved through various healthy activities their customer base enjoys.
Behavioral data is all about understanding your customers and your products. If two products are frequently purchased together and a customer only purchases one, a targeted email promoting the other product or service can help turn that missed opportunity into additional revenue. Learning your customer’s interests by asking them to share their preferences and tracking their purchase history is a good way to start using behavioral data to increase engagement and sales.
Sending Mobile Friendly
More than ever, users are reading emails on mobile devices. Sending an email to a subscriber who reads that message on their mobile device without formatting for mobile usually results in that subscriber deleting the message or unsubscribing. The best thing to do is to implement a responsive email design. As a result, the user experience is optimized regardless of the device or screen size your subscribers use. Next, be sure to keep the subject line short and to the point. Mobile devices typically only show a few words and you want to make sure your readers know what your email is all about. Finally, make the call to action big and obvious. Because mobile devices vary in size, the button and link should be easily seen on any device.
Web Content Development is an expert in email marketing. Our staff has 20 years of marketing experience and all the tools needed to help your business achieve a high ROI. Contact us today to learn more about how email marketing can help your business.