Email marketing

Christian Lowe Blog Post - 4/10/2015 Essential for a company to achieve its goals of increasing its user base as well as user engagement levels is to source a robust list of emails of individuals with interests aligned with the company's core product offerings. Once the company has compiled this list, it will be able to construct and implement a series of test email campaigns to identify the correct messaging to employ for specific customer segments. The goal is to identify which messaging provides the most statistically significant lift in conversion rates as well as in engagement levels. The first step in this process is for the company to answer the following key questions: 1. How can we grow our email marketing list? 2. What's the best way to improve our email marketing deliverability? 3. How can we make social media applications like Facebook, Twitter, Instagram, Pinterest, YouTube, GooglePlus, etc. part of our email marketing. For marketers who don't have the option to test these offline tactics, consider implementing parallel tactics online, such as: It can often be difficult in generating a list of emails from which to conduct an email campaign. With approximately 72% of US consumers identifying email marketing as the number one way they’d prefer to receive permission-based promotions from businesses , it is essential for the company to compile a comprehensive email list as possible. 1. Require email to create an account on website and/or register mobile app 2. Registration with incentive on website 3. Promote content via social media that requires email registration to access 4. Option to opt into email when viewing mobile app content 5. Paid mobile ads A company can focus its subscriber growth strategy both online and offline, it depends on how its customers prefer to interact with your brand. Marketers needs to know more information about its customers, namely where they are, how they prefer to consumer media and then refine its strategies to connect with them. An important consideration in building its list is to understand the important and increasing role that mobile is playing in how customers consume media (i.e. read emails). It has been an increasing trend that consumers are buying smartphones at a rapid pace, with approximately 50% of consumers now reading email on their smartphones. The use of mobile devices is particularly important to the company based on the very nature of the company’s product offering, which is in and of itself best experienced in the mobile environment. Therefore, the Company marketing team must understand which smartphones their subscribers (and potential subscribers) are using to ensure that their emails are compatible and responsive to the mobile experience. As such, the company should be focused on designing its emails to convey the right messaging that will improve click-through rates on a mobile device. Furthermore, the marketers should focus on reaching its customers through email improve its key metrics of conversion and engagement because email has been proven to be the preferred vehicle for consumers to receive messaging. Consumers prefer email marketing because they are in control and they trust brands to respect their preferences. And they’re in control of email because marketers have rightfully given them that control, allowing customers to manage preferences and unsubscribes. Consumers get special offers that they actually want—more so than other channels—and trust that these messages are from the brand. The industry has become so trustworthy and spam is declining because internet service providers have put smarter algorithms in place to block spam and unwanted emails. The bottom line is consumers trust the inbox because marketers respect their permission. There aren’t many other media that allow consumers to manage communication with brands like that.