Latest posts by Jay Dillon (see all)
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Despite being the “grandfather” of online marketing strategies, e-mail marketing is still a very effective tool for both gaining and retaining customer loyalty.
It’s true, some have speculated its marketing death, kind of like that boomerang statement, “SEO is dead.” But remember, there is such a thing as a marketing misdiagnosis, and the constant revival of SEO is proof that some marketing strategies never die, they just evolve. Here, I’ll show you how to revamp your e-mail marketing in 2015 with 5 great tips and tricks.
Getting Results From Your E-mail Marketing Campaigns
E-mail marketing has traditionally been used as a tool for mass promotion, however this has also been its downfall. In many cases only 1 in every 4 of your recipients will bother to read your e-mail and 75% of those who received it are likely to send it to trash or mark it as spam.
If you’re getting these kind of results then you’re bound to celebrate if you get more than 3% of the recipients to open your email campaigns and click to go to your site. But is that really a cause for celebration? It can be especially daunting if your eCommerce scope is small and you’re not well versed in the intricacies of e-mail marketing.
To bring some encouragement to the table, below are 5 effective tricks to revamp and reinforce your e-mail marketing campaigns. I don’t plan to focus on KPIs, statistics or technical issues – there’s plenty of good resources and information online for that. Regardless of what tools you use and the analysis method you incorporate, it’s the questions focusing on the content of the promotional mailings that are essential to increasing their effectiveness.
Content is and has always been a fundamental aspect of e-mail marketing. No matter how well you have everything scheduled and how deeply you are able to analyse the effectiveness of your e-mail marketing campaign, it’s the content of your e-mails that will determine if they are able to generate more sales or not. Marketers tend to sometimes forget or overlook this because more attention is paid to the form rather than substance.
5 Tips For E-mail Marketing Success
With that said, here are 5 basic keys for successful e-mail marketing in 2015. These tips are ideal for those who have already taken an initial step in using a promotional tool such as Mailchimp or similar.
- The subject line is what makes someone decide if they even want to consider opening your e-mail. If people don’t open it, they’ll never read it. Therefore, the phrase you put into the subject line is the most important of all. The trick is to take advantage of the 3 or 4 seconds you have to send a clear subject message that metaphorically screams “open me.” For example, if I receive an e-mail with the subject line: “Autumn sale has begun at our store” I’ll be much less motivated to open it than if it reads “We’ll reward you $10 off with your Autumn purchase” or “save up to 30% if you shop today.” If there is an offer or clear benefit, your customers will be more inclined to click and read more.
- Segment your database. Don’t just send it off to everyone on the list and hope for the best – it’s time to start strategically targeting. Truth is, not everything is for everyone, even within the same industry. One of the worst things that can happen is to get marked as spam because it’s very hard to turn back from that. It’s one thing is for your customers to want you to visit your online store every day, but it’s another thing to send them a daily e-mail. Be careful not to confuse hopes with reality. Saturating potential clients with messages makes your e-mails lose their effectiveness. The best thing you can do is to have good segmentation in your database, so that your promotions reach only those customers who might reasonably be interested in them. Google’s recent Customer Match will definitely help with that.
- It’s called Quid Pro Quo. It’s rather simple: if you want something from a customer then start by offering something first. This doesn’t mean always offering the best products or services you have or the latest news on those products and services. Offer something tangible or of redeemable value, which in the case of e-commerce e-mail marketing means monetary value. Offer money in the form of a coupon or promotional code, and if this coupon expires within 2-3 days even better – it’s a promotional and tempting push.
- Be direct and personal. Even the simplest free e-mail marketing tools let you customise each of your promotional e-mails – and it’s much better to refer to people by their name and stay away from the more generic “dear customer.” As a marketer you must appreciate your customer’s time and effort to read your e-mail. Avoid any rhetoric. If you have an interesting message you want to communicate then do it, and preferably with visual aids. Whatever you can express with images or video will captivate your audience even more.
- Take advantage of post-purchase. Invite your customer to write a review on the product. The best time to do this is immediately after the customer receives the purchase. This is when you can best launch loyalty attainment strategies. You want to ask the client what they think of the product so it’s best to make this easier for them to do via e-mail marketing. The more personalised the “thank you for your purchase” message, the more likely the customer will want to respond with a review.
In summary, when it comes to e-mail marketing nowadays it’s best to treat your clients like adults with very busy schedules. Why? Because e-mail marketing can be, or can feel, invasive. If you want to distinguish yourself from the flood of promotional e-mails that clients receive on a daily basis then you must try to be original and personalise your campaigns. Doing exactly what others do is not going to lead to better results. And if you want to break that “3% click rate” barrier, you must effectively combine original content with targeted e-mail marketing.