Just because everyone’s talking about social media right now, it doesn’t mean that email marketing is dead. In fact, it’s still one of the very best ways to engage customers and drive them to your website.
However, email marketing is tricky to get right. If your emails are slightly off the mark, they’re not going to have the desired effect. Here we’ve shared some of the components that will help you reach Email Marketing success, and some things you should avoid.
There’s little point in customers signing up to your marketing emails if you don’t offer them something different to the content you provide on your blog, website and social media pages. Offering exclusive, ‘VIP’ content is a great way to increase sign ups. Why not include some promotions or offers? Educate people in industry news, tell them a quote of the day, you get the idea.
These days, people’s inboxes are pretty cluttered, so you need to find a way to make your email stand out. A catchy subject lining featuring the recipient’s name (i’ve opened so many emails just because it mentioned my name and looked important) or give them an incentive to open the email (like an exclusive offer) is a great way to capture their attention. Many companies find that mentioning a video in the subject line also helps to improve opening rates, though you will actually need to provide a video if you’re going to use this trick!
Whilst it’s paramount that you address your marketing email to your customer (after all no one takes a ‘dear user’ email seriously), you can go beyond that by actually personalising your email marketing content. We find that using MailChimp is great in adding personalisation. Using sales analytics is also a great way to find personalised offers and products that individual customers might be interested. For example, if a customer has bought a microwave from your store in the past few weeks, you may want to consider including the matching kettle and toaster in the email, as products recommended for them.
Customers like personalised email content as it shows you know them and have put effort into making your marketing content relevant to them.
Of course, it wouldn’t be a marketing email if you didn’t include a call to action! Make sure you tell customers what action you want them to take. This could be anything from visiting your site to downloading your brochure. Be sure to include a few links in there or buttons to show them the newest deals and offers, the latest products, your portfolio etc.
These are just a few simple tips that will help to make your marketing emails more effective. What increases your click through rates?