Email marketing with an average ROI of 3800% continues to dominate in the digital marketing sphere. Emails help build and strengthen long-term relationships with customers.
Here are six tips to get the most of your email marketing strategies:
1. Personalization is the Key
With the year that was 2020, the focus on digital avenues has greatly increased. According to research by Salesforce customer engagement, interaction grew from 42% to 60% in 2020. Moreover, as online commerce across industries is gaining traction, 88% of customers expect businesses to improve their digital initiatives owing to the pandemic.
Earlier, personalization was a distinctive feature businesses could supply, but it has become a necessity with growing customer expectations.
2. Build Your Email List Organically- Get Express Permission
You can receive emails lead, either as a part of cold email marketing or your audiences chose to opt-in. The next step should be asking for express permission if individuals would be comfortable receiving emails from your business.
If individuals never opted-in for your newsletter or promotional content, they would be quick to reach the spam button. This would result in your emails finding their way to the spam folder, never been opened, and would also reflect poorly on your brand.
3. Use Different Email Types for Customer Engagement
Different types of emails would mean:
- Welcome
- Promotional
- Educational
- Newsletter
- Surveys
- Customer Service
- Re-engagement
Your emails should not be a constant barrage of promotional content. Customers would soon tire of marketing emails. As a business, your emails should add value to customers.
For example, a fashion eCommerce store can send emails describing how one piece of clothing could be utilized in multiple ways. Online groceries could send healthy recipe ideas.
4. Use CTAs in All Your Emails
Emails should always contain a CTA, prompting customers to engage with your business. This could include links to your website, social media accounts, customer success stories, customer reviews, and educational content, among others.
Keep it subtle, and you can sprinkle the CTA’s once or twice across the email body or add one at the end of the email. You don’t want your email to look like a spammy marketing copy; thus, take caution not to overdo it.
5. Measure What You Spend and Send
Email Marketing requires considerable effort and takes time to show tangible results. It is essential to measure your campaign’s effectiveness because it is only when you know what you lack in, can you improve upon it.
The different metrics you can track for email campaigns are:
- Open rate
- Bounces
- Click-through rate
- Conversions
- Unsubscribe rate
6. Clean Your Email List Periodically
Keep your email list clean. If you are noticing email bounces, make sure to remove them from your list. The most effective method is to use an email address checker and check if your emails are valid before launching any email campaign. If you aren’t receiving any interaction from customers even after sending re-engagement emails, remove them from your list. The aim is not to end up in their spam list.
Emails continue to be a powerful customer engagement digital channel. Leverage the medium to send meaningful content across. With the new normal, customers expect them to be an integral part of your marketing strategy. Listening to your target audience and delivering on their demand is the key to building trust in your business.
