Email Marketing is a low cost, flexible and effective marketing strategy that is sure to help your business. Now that people have 24/7 access to their emails through mobile smartphones anywhere and anytime, your business is in a better position to reach its target audience more than ever with this valuable tool.
In fact, it is a win-win strategy for both business owners and consumers, since consumers give their permission to receive these promotions from businesses they’re interested in.
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You could increase sales conversion rates by 15-25% and click-through rates by 25-35% just by personalising your emails to subscribers.
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In fact, Email marketing is the most appealing of content marketing options because it is easily measurable in terms of return on investment (ROI). In fact, email marketing ROI is the highest of all other marketing channels, with high conversion rates. Those two elements: measurability and high ROI are valuable assets to have in your marketing strategy. So, here are some tips on how to maximise return on your email marketing strategy:
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40-60% of consumers are accessing and reading their emails on smartphones.
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Mobile-Optimization
It is imperative that your Email newsletters are mobile responsive if you want to reach the majority of your target audience. The studies show that consumers are not only buying smartphones at higher rates, but they also depend on them for all their Internet usage. Therefore, businesses that do not send out mobile responsive emails will lag behind.
Generate Anticipation
By personalising your emails to your target market, not only do you generate excitement for your products, but you also build a community around your brand. Take Apple, for example: they give exclusive “pre-order” offers with free shipping (as added incentive) on the latest devices, which 1) generates excitement and 2) takes out some of the stress off their retail stores, all before the product is even released. The social media buzz alone about “what’s coming” is enough to double sales. So, having a good strategy will go a long way in benefiting your business.
Make it Exclusive
People love feeling special, and they appreciate exclusive deals. Offering exclusive peeks and teasers of your products to your subscribers before they are available to people through media, is a sure way to create loyalty to your brand. Sending out emails with subject headers such as “Early Access” or “Exclusive from Us to You” makes them feel special and part of an exclusive club that offers perks and advantages to members/subscribers.
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Over 60% of consumers state they are more likely to buy from websites that include ratings and reviews for their products.
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Share the Good News
The majority of consumers today look at reviews and ratings before buying a product. TripAdvisor is a great example of this concept. Consumers trust other consumers on their experience because they know they’re based on true merit. That’s why it’s a great idea to use email marketing in sharing good news with your loyal subscribers. For example, if you’ve earned a prestigious award for outstanding customer service or if you’ve reached a ground-breaking number in sales or referrals, make sure you share that with your customers. It will only increase your credibility and strengthen your ties with your target market.
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Studies show that it takes online visitors 3-5 seconds to decide on whether to continue viewing a website, and 40% of people will abandon a website if it takes more than 3 seconds to load.
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Simplify the Process
If you don’t know how to start, just revert to simple steps that your customers could do to engage your business, which is especially beneficial for e-commerce business owners. The key is not to overwhelm your subscribers with too much information and tasks. People do most of their browsing and email checking via smart phones, so they don’t have the patience nor the time to find things on your website. By providing a link in the email to simply click and quickly subscribe or perform an action, will save time for both you and your customers.
Event Tracking
It’s a good idea to use event tracking if you operate an e-commerce business. If you do, you will find that many consumers fall between two events. For example, adding products to the cart, but not checking out, or searching for specific locations or items but not following through to booking them. If you use event tracking, you can create highly targeted “squeeze” emails just to this particular segment of the customer lifecycle. For example, Airbnb tracks the search listings of people who don’t follow through with bookings, then sends them targeted emails with recommendations of similar listings in the same price range and area.
Measure, Modify and Repeat
Email Marketing is very effective because it is easily measurable and traceable. It can be modified, targeted and customised, so it has a better ROI for any time and effort you put into it. One way to measure returns on your campaigns is building a simple spreadsheet that includes the time delay (when the email was sent), click rate and open rate. In the chart feature of Google Sheets, use a simple graph with polynomial trendline to create a scatter chart. This will offer a good visual of open rates vs. click rates up to a month or more from the start of the campaign. By tracking points of low clicks or open rates, you could experiment with better subject lines, new calls to action or different content to better the conversion rate outcomes of your campaign.
Are you ready to elevate your business to another level?
Feel free to talk to one of our digital strategists today. We are more than happy to help! Contact us now.
