Despite all of the recent hype about new marketing techniques that use SMS or social media, “classic” email marketing is by no means a thing of the past.
In fact, email marketing still has an extremely high ROI of over $32 for every dollar spent, with the average now being around $42. Of course, such success rates hold true when a company takes advantage of email marketing to the best of their abilities, using data about their customer base and smart email optimization techniques.
If you are already using email marketing and not seeing these sorts of results, make sure you are following the best email marketing strategies available.
Use some of these tips to take your email marketing campaign to the next level:
One of the biggest hurdles in email marketing is getting your customers to actually read your message. This is because other common marketing problems, like knowing that your message has been delivered properly, are minor concerns when it comes to emails, which send you a response when your message hasn’t sent properly or other technical difficulties arise. Similarly, people have been found to check their email on average 34 times a day—largely thanks to the popularity of smart phones—meaning your email can be read dozens of times throughout the day. In light of this knowledge, your challenge is actually getting your customers to open your email and not send it directly into the trash.
You should consider the subject of your email very carefully. If you think this might be what is inhibiting your email campaign’s success, you can contact an email marketing agency or digital strategy agency to find out what messages your clients will best respond to. Research like this could increase the rate of opening by over 25% at times.
Perhaps most importantly, you must ensure that your website landing pages are optimized for mobile devices. If a potential client accesses your site via mobile device and it takes forever to load, or is difficult to navigate, you will have shot your entire marketing campaign in the foot. Responsive email design is a crucial party of your campaign—so don’t overlook it in this era of mobile phone mania.
Estimates find that over 80% of users have images disabled on their email accounts, probably to avoid downloading malware and to speed up processing. If one of your readers with this feature opens your email and only sees a bunch of empty frames, they will obviously ignore your message and odds are they will unsubscribe from your list. Add alt tags to all of your images. These should be concise, but still contain your SEO keyword and the basic message you want to get across to your customers.
There’s nothing worse than getting a form email that simply tells you to buy a product because, well, your company thinks they should. You have to make your email applicable to the clients that are receiving it and actually interesting for them to read. Don’t send out generic form emails to all of your customers – make groups based on whatever characteristics are applicable to your company’s product or message. An even better way to engage with your audience is to place a “call to action” in the email. Ask them to leave their opinion, vote for their favorite item, enter into a contest, complain to their local officials, or whatever makes sense given your organization’s goals. The point is to give your customers a way to really interact with your business or at least the cause that it is based on. Asking your customers to actively participate can be the difference between a successful email marketing campaign and a dud.
Take your company to the next level with an email marketing campaign tailored to your specific customer base and company needs, and use these tips to make sure you see the ROI you have been looking for!
Driving traffic with no clear understanding of revenues or profitability
Intent led, tracked and accounted for profitable marketing spend
An unsteady flow of low-quality enquiries yielding little business
Motivated enquiries, in the buying cycle, who fit your ideal target market
Business critical tasks relying on staff time, subject to user error
Make processes more efficient, thorough, predictable and measurable
I spend most of my development budget fixing errors and bugs
Fast and reliable cash-generative e-commerce and lead generation websites
My organic traffic is not translating to the bottom line
Rankings with purpose, targeting your converting keywords
Dated branding which doesn’t match the quality of your business
Modern, digital, flexible brand, guidelines, messaging and identity
Low resolution homebrew quality with little impact
Short, sharp videos designed specifically for the right media channel
Marketing visuals that fail to engage your audiences
Smart, precise imagery demonstrating design with purpose
Lack of regular contact with previous customers and clients
A clearly segmented customer base with fine-tuned strategies for repeat business
I have analytics, but it doesn’t help with our decision-making
A connected analytics layer providing confidence in tactical and strategic marketing work
Vaguely written aggregated words with little meaning
Refined, considered and targeted persuasive copy with calls to action
Finding it a challenge to come up with quality ideas and engagement
Well-considered, precise, relatable and polished content
Occasional ad-hoc generic email communications
Focused varied marketing content, adapted to suit customer profiles
A store where most of your budget fixing bugs and maintaining
A store where the stock, turnover, margins and yield dwarfs the marketing spend
Leads and customers are mainly in spreadsheets and inboxes
Win and retain more business by selecting the right CRM and systems