In a world that is beseechingly dependent on news, infotainment and a tad bit of entertainment, content still remains king. And unlike modern day pop up advertisements that one likes to click out of, or Youtube advertisements that one likes to skip from, one form of advertising remains intact in this day and age – Email Marketing.
The tradition of emails, minus the mountainous piles of spams, subscription requests and form submissions, still happens to hold a very special place in the hearts of marketers, because it gives a return on investment at a staggering 4300%, as reported by Direct Marketing Association. Hundreds of thousands of potential buyers can be reached out to in the lowest possible time.
For every $1 you spend on email marketing, you can expect an average return of $42
The trick thus lies in presenting the old wine in a new bottle. What could possibly be done to fine tune and execute an email marketing strategy in 2020? Let’s dig in right away, because a few of them are smart and simple techniques that have been tested over time and are easy to implement.
KISS! That’s right. Keep it Short and Simple. The shorter the subject line, the more clarity it delivers paving the way for an email to be read. Achieving this is easier said than done, without a doubt. Just put yourself in the shoes of your customer, and think what would make you open an email, let alone read the contents? Remember, the main objective is to make them open and read your mail, after which you should have closed the deal with your content. The glory days of email marketing are far from over because of the sheer volume of businesses this medium can penetrate. Work on delivering the best message across with this medium.
Understanding Customer Intent
Stop selling!If you send emails to your subscribers, where your intention is to only sell and sell, be prepared to lose out on your mailing list. It is high time that we consider them as just consumers, and understand what their needs are. Do they need direction in making choices? Send them out newsletters and testimonials that help them decide. Do they need more information? Give them easy to access CTA buttons/links in the email.
Email marketing needs direction and it needs to be targeted in every sense of the word. Segment your user base and set automatic triggers to contact the right people at the right time.
A good idea to personally reach out to consumers is to tailor offers that best suit them along with a weekly or periodic newsletter. This makes them feel special and gives an instant CTA to visit the website and checkout a few offers. Spice it up with user specific coupons and offer codes and help them explore the website. Keep your users updated on the recent changes made in your website to show how you treat your customers, and give them a reason to visit the website again and again.
Latest statistics reveal that as much as 87% of marketers use email marketing to disseminate their content. This makes email the third most popular content distribution channel, after Social Media and Company Blogs.
(Content Marketing Institute, 2019)
Dare to experiment
The thing with email marketing is that, you cannot send the same content to everybody. This presents itself a new challenge to craft emails that cater to a specific clientele. Keep track of reactions to specific versions of it and constantly improve on headlines and subject lines. Do not stick to a fixed design template, and keep experimenting with words, content and placement. Play around with typography and color patterns and assess the performance. Also keep a tab on timings of the day you get the most responses and check if the respondents read your mail thoroughly.
6 AM has the highest CTR of any hour. ( HubSpot )
Email is far from getting extinct, and it is up to you to tap the hidden potential of this behemoth of a communication channel. Happy experimenting!
Originally published Jul 12, 2016 17:27:00 PM, updated Jun 10 2020