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The topics on email marketing never seem to abate, not in a small part due to the fact that everyone makes use of it nowadays… but not with equal success.
One important distinction that must be made first when efficiency of Email marketing is mentioned is that only segmented and targeted campaigns render stunning results. Simply sending your offers away to random people will create the opposite effect - label your emails as spam.
That’s why the very first step when devising an email marketing campaign concerns building an email list. Buying a list is never recommended, for the reason mentioned above. Rather, you should focus on building a list of subscribers, social media followers, and people willing providing that info via other means.
The most common of the “means” translates into surveys and giveaways. Namely, it is nowadays common practice to directly ask people for feedback (especially true in case of social media communication) and to offer incentives in return for an email address. The most common of incentives is an ebook, offered to be sent to the email address provided.
Now, most email marketing tips usually focus on the aggressive approach of getting the messages to people’s inboxes and prompting them to perform the desired action. These are, undoubtedly, extremely important factors, but we advise a different initial approach. This approach can be used for your transactional as well as bulk emails.
The first rule of marketing in general, no matter the sales funnel, is that customers should feel special. A business builds trust and reliability in that way, in turn acquiring more and more customers over time.
It is, therefore, crucial to encourage communication, feedback and overall engagement. For starters, make certain to include contact information in every email you send. Reply to all queries and address all concerns posted on your business’ social media pages for Strategy for Successful Email Marketing Campaigns.
Last but not least, use insights to advance personalization: address customers by their first name in emails (you’ll gather this info from the subscription form) and on social media channels and send welcome messages to all new subscribers and thank you messages after every purchase.
You might be surprised to learn that many businesses (some of them boasting stellar ROIs) tend to overlook welcome messages. Poor judgment, that. Welcome messages are, in fact, the very first impression your brand makes on new potential customers that shows them that you care about them.
The contents of the emails you send are equally important as the quality of the content on your website. In fact, these two factors go hand in hand, as all email clicks inevitably lead to a page on your website.
Now, your message will not even stand the chance of being read if you don’t attract recipients’ attention, which is particularly difficult in the context of email marketing campaigns being omnipresent. Concluding that a potential customer will be interested in competitors’ offer is not a difficult leap. People compare offers and prices at all times, and the more competitive the industry is, the more difficult it is to gain new customers.
That’s why performing competitor research is desired. Not all brands operating in your industry need qualify as competitors. Only the best performing ones with high online visibility should be taken into consideration.
To stay on top of the developments, subscribe to successful competitors’ newsletters. Thus, you will be able to compare special offers, prices and the messages the competition is sending to the target audience.
Back on the topic of email content, how does one attract recipients’ attention in their probably message-overloaded inboxes?
The key is in writing stellar subject lines. It is exaggeration to say that subject lines decide the fate of your emails. Only a brief look should compel the recipient to want to learn more about your offer, as subject lines (and other online written forms, for that matter) are being scanned rather than read.
There are no general rules to brainstorming subject lines, but there are two factors to be taken into account. Firstly, subject lines should be concise and shouldn’t exceed the word count displayed on mobile devices. Secondly, the message body must expand on the subject line. Using clickbaits is never a good idea; in most cases they result in your emails being flagged as spam.
Further out, in order for the message body to be effective, it should be followed by a call to action, contact info, and an unsubscribe button. The latter will prevent people no longer interested in your offer from flagging your messages as spam.
Finally, the emails should not arrive too frequently or at inappropriate times. The latter is especially important in case of international brands, as they should observe the different time zones of their customers.
The story doesn’t end there. Rather, it just begins. The best performing brands evolve with their customers, listen to their feedback, encourage communication, and perform regular analyses. Keep in mind that audiences change over time; therefore, adjustments to email campaigns are a continual effort.
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