Many companies shy away from email marketing in favor of social media, based off of the reasoning that this is how most consumers interact with brands. Although social media engagement with companies has increased, email still represents one of the most effective ways to communicate virtually with consumers and achieve higher conversion rates.
When considering whether or not to invest time and money into email marketing, brands should examine the following benefits:
Email offers a higher ROI. Compared to social media interactions, marketing emails lead to higher conversion rates, as well as higher dollar amounts for each transaction they generate.
Email is permission-based. When individuals give businesses their email address, they implicitly give them the go-ahead to send them emails pertaining to that business. Therefore, they will be more likely to be receptive and responsive to messages.
Everyone uses email. Not only has email become a nearly ubiquitous activity among consumers, but it also represents the most popular activity carried out on mobile phones. With email, marketers enjoy instantaneous delivery to customers who open and view messages on a constant basis.
What Are the Best Practices for Email Marketing?
Email is a highly effective marketing tool, but businesses must know how to best leverage it to their advantage. As companies build their email marketing strategies, they should utilize every technique at their disposal to attract and keep customers, including:
1. Optimizing for mobile devices. An increasing number of email recipients read and interact with emails using mobile devices such as tablets or smartphones. Ensure email formatting remains user-friendly for all devices.
2. Customizing email for each recipient. Use data collected from customers’ visits to personalize their subsequent emails based on what they’ve viewed or purchased in the past.
3. Sending relevant messages. Location, gender and other basic demographic data help companies send messages to the right audiences, rather than sending impersonal blanket emails to everyone on their lists.
4. Utilizing incentives in message subjects. Offering a discount or free shipping in the message’s subject line entices recipients to read the email, regardless of whether they take advantage of the offer or not.
5. Keeping messages and CTAs above the fold. Readers tend to abandon marketing emails before they begin to scroll, so include the email’s main message at or near the beginning. For the best response rates, repeat calls to action at least 3 times in each email.
6. Maintaining branding. A company’s emails should closely match the content, copy and headlines of their landing pages to create a sense of familiarity for recipients.
7. Testing emails. Send a draft of an upcoming marketing email to a business associate or friend and ask for their input. If the “guinea pig” can quickly determine the message’s call to action, it will likely have its intended impact on audiences.
8. Sending post-purchase emails. At set points– say, a week, a month and 90 days after a purchase– send automatic emails to customers to re-engage with them and encourage them to visit again.
Establishing and maintaining relationships with customers via email becomes easy with the right marketing strategy. To learn more about how The Social Firm can help you maximize your email marketing strategy, contact us today!
What strategies does your company use to achieve effective email marketing? Leave us a comment or send us a tweet to let us know!