Commonly neglected by marketing firms, an email marketing strategy is one of the most valuable tools for increasing your customer base and sales that exist. Statistically, it brings more business than SEO, PPC, and content marketing. You should work hard to enhance the way that you contact customers and potential customers by email as this form of correspondence is usually considerably more cost-effective than other forms of marketing.
In this post, we are going to take you through five of the most effective strategies that you can apply to your email marketing strategy today to take your game to the next level.
- Personalization
It sounds obvious, but it is worth taking note of how far simply calling someone by their name goes to making them feel valued by your company. Do away with generic emails that address the recipient with “Dear valued customer”.
If you make sure that each and every email speaks directly to the customer using their real name, research has shown that marketing emails can be up to six times more likely to bring a sale.
- Segmentation
Segmentation is in essence another way of personalizing emails to suit the interests of your clients. In basic terms, it means splitting a customer base into different demographics and targeting each demographic group with content and offers which is likely to appeal to them. This is an effective way of reaching people right at the point at which their interests and desires converge instead of sending them impersonal blanket emails.
- Multiplatform-Friendly Emails
The attention span of the average customer is extremely short these days. People are likely to ignore emails that do not display on their smartphone devices due to compatibility issues. It is pointless to spend a lot of time, money and effort on designing a plush-looking email only for it to reach a mere fraction of its potential recipients due to oversights on technical issues.
- A/B Test Your Emails
One of the most effective ways of learning about whether your email marketing strategy is effective comes through A/B testing. A simple example of this might be sending the same email but with different subject lines to two groups of people to see which subject line brings the most hits to your website. You can then test almost every aspect of your email so that it can be modified so that it is as effective as possible.
- Automation
Research shows that emails that are sent when triggered by user behavior are much more effective than regular marketing emails. It is simple to set up a system whereby emails are sent to say ‘welcome’, ‘thank you’ or to confirm orders or send receipts, and the benefits to your sales figures can be profound.
Email marketing should be one of the first ports of call when looking to improve a company’s digital marketing strategy. By integrating the points above into your own company’s strategy, you should quickly see customer engagement with emails swell.
