There are 144Bn emails sent each
and every day, clogging everyone’s inboxes, but still email marketing remains
the elite channel for business communications. So the biggest question is how
the signal separates itself from the noise? Marketers can follow some the time
tested strategies to successfully reach out their customers.
Collect Addresses: Big data collects email addresses and they are at
disposal for businesses to buy. You can use blogs, pop forms, interstitial ads,
banner ad questionnaire, and social media platforms.
Personalize: Consumers are wary of emails these days because of
phishing, identity theft and credit card fraud. Since the significant element
of email marketing is relationship where the recipient has to trust you and
know you, it is important that your message is personalized enough to give your
customers both of those elements. This can also be done by segmenting the
customers. Your email should acknowledge your customer individuality to make it
meaningful. This will allow you to make more money via emails and help build
legitimate relationships.
Subject lines: Subject lines that are 49 characters and below have
tested with open rate whereas subject lines of 60-70 characters are referred to
as the ‘dead zone’ by the marketers. Subject lines with 70 characters or up
have tested to be beneficial in making customers clicking through to the
content. In any case a successful email strategy will try to avoid the dead
zone and will remain less or more characters depending upon the goal of the
campaign.
Prime Time: emails with the highest open rates are sent at night
mostly from 8pm to midnight which can also result in higher click through rate
and sales. The optimal mailing time is lined to consumer’s behavior, inbox
crowding and when these email are sent out.
Free Content: Everyone loves free lunch so the best content is free
content. Hence its important to give stuff away and those most appreciated free
content has been templates and tools the very kind that you customers
want.
Include incentives: Well-run companies often use this strategy in the
early stage of their email campaigns to get the folks to buy. Try enticing your
customers beyond what they could buy by offering them discount codes, coupons
and buy-two-get-one-free offers.
Cross promote: this allows you to
connect with your email audience with a more personal message and the simplest
way to do that is to include social icons in your emails, then follow up by
asking subscribers to connect and share your content. Email and social media
are the most powerful channels to reach out to customers and by combining the
two can significantly increase your campaigns effectiveness.
Mobile: 47% of all emails are opened on mobile which calls for marketers
to design responsively so that no matter where the customer opens up an email
it can be easily read. Some of the things that can be done to tailor your email
to a mobile format is to make it one column template, increase the font size,
follow the pixel guidelines, consider ergonomics and make the call-to-action
obvious and easy.
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