Effective email marketing strategies
According to digital research reports, email is considered the most effective digital marketing channel by 54% of marketers. According to reports, 89% of marketers primarily use email marketing for lead generation. Email marketing is a key tool for customer retention and acquisition.
According to Kissmetrics, a customer intelligence and web analytics company, “Email has nearly three times as many users account as Facebook and Twitter combined.
Campaign Monitor research reported that 68% of people would rather receive marketing materials from brands through their email while only 17% reported they would prefer that same content through social media. 39% reported they prefer email content that is rich in information and value rather than promotional.
Email marketing isn’t just important, it should be a key tactic built into every organization’s marketing plan.
Certain key tools for strategic and efficient e-mail marketing are:
#.) Ensure responsive design
Most marketers think most emails opened on laptops and desktops. Despite the misconception, that majority of the emails are opened on laptops and desktops, as per ‘Blue Homet’, 67% of consumers check their email using their smartphones and 42.3% access their inboxes from Ipads and tablets. A responsive design to make your email impressive regardless of the reading medium is important.
#.) The proper and catchy subject line
Email subject should be short (suggest to have with 50 or fewer characters) and catchy. A precise and catchy subject can catalyse the possibility of an email being opened and read. If possible set up personalized subject lines which will attract more consumers to open the emails. Refer to the stats published by Sidekick slide share. The subject line needs.to evoke a sense of curiosity, urgency and excitement.
#) Segmentation of your contact database
Segmenting your email lists can help you target your customers more accurately. Proper segmentation of your database into various groups and categories based on certain aspects can help you with custom email campaigns. Segmentation has to be done based on the needs and preferences of various customer types. As ‘Lyrics’ reports, segmentation increases open rates and decreases unsubscribe rates.
#.) Optimize your emailing time
Optimize the email sending time based on your customer category and your industry. As per the ‘Experian Marketing Services’ study, 8:00 p.m. to midnight is the prime time to send your email. According to Experian, optimal mailing time often depends upon your customers’ behaviours, inbox crowding, and the deployment times of other marketers. Optimal mailing for your customers’ needs will be up to you. Research and analyse more to find out how your customer responds and when he/she opens the email.
#.) Avoid mailing copiously
Junk mailing can annoy recipients to the point that they unsubscribe or even worse – mark your emails as spam. In a joint research study conducted by ‘The Relevancy Group’ and ‘LiveClicker‘, it was found that 44% of consumers disliked getting marketing emails because they’re sent frequently.
Limiting your emails can affect the business adversely. It is ideal to send emails keeping intervals to avoid customers from overlooking our business. Defining your goal for each campaign and setting the time according to it is the perfect method.
#.) Avoid Spam trigger words from emails
Avoid words that will likely cause your email to be picked up by a spam filter. Refer spam trigger words and phrases to avoid before writing an email.
# Integrate social media share buttons
Social media share buttons boost the visibility of your email vigorously.
According to ‘GetResponse’, emails with share buttons have a 158% higher click-through rate than those without. The five share buttons with the highest CTR are Facebook, Twitter, Linked In, Instagram and Pinterest. Adding those share buttons can easily achieve search engine ranking, customer experience improvement, and easy target new potential customers.
# Track your email campaign results
We need to know email campaign works or not? How to recognise your previous mistakes? Tracking your campaign results can help overcome the faults and recognise the possible issues that can occur in the future. Check the metrics open rate and click-through rate to get a sense of how successful your email was. Integrating Google builder to track the links within your email, enables you to view the response details on Google analytics. Tools like ‘Campaign Monitor‘ is used to track results like click-through rate (CTR) and conversions. By using the metrics, you can improve your results and also prove the ROI of your efforts.
With over 144 billion emails sent each and every day, email marketing remains one of the elite channels for business communication. The above tips cover only the part, but I hope that this will help to make a clear and strategically move on email marketing