Email, which has been a tradition for a long time, still happens to be a medium of cost effective marketing today. The reason it is relevant in today’s world is because it gives a return on investment at a staggering 4300%, as reported by Direct Marketing Association. Thus, it proves that the wily old fox does have a few tricks up its sleeve that seems very enhancing for businesses today. What could possibly be done to fine tune and execute an email marketing strategy? Let’s dig in right away, because a few of them are smart and simple techniques that are easy to implement.
59% of B2B marketers say email is the most effective channel for generating revenue. ( BtoB Magazine )
The shorter the subject line, and the more clarity it delivers paves 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, 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. After all the best headline in email marketing history raised $690 million online, and it was during Obama’s first presidential campaign. It read,”Hey”. Talk of powerful words, and this would top that list.
Understanding Customer Intent
When you send emails to your subscribers, if your only intention is to 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.
“Click Here” gets the highest % of clicks over “Go” and “Submit.” ( HubSpot )
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.
Offer with Content
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.
“Create content that reaches your audience’s audience.”
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!