Even in 2016 email marketing continues to be one of the most affordable, effective and consistent ways in which businesses can engage with existing and potential customers. Although many would consider email marketing to be a dying form of marketing in a world full of social media and social influencers, there’s still plenty of opportunities out there for your business to reap the benefits of email marketing.
Despite being one of the most effective forms of marketing, email marketing can often be difficult to get right. If you’re looking to improve your click through rates, open rates and subscribers then here’s a number of important factors you can develop.
Consumers receive hundreds of emails from companies every week, all offering sales, deals and news. For many these emails are seen as spam and are often moved unopened to the trash folder, serving nothing but a reminder to unsubscribe rather than to view your website, which is why it’s important you target the right audiences in a personal way.
One of the best ways you can do this is to personalise your messages, by adding first names, information specific for certain customers based on their buying or browsing habits and even sending emails based on birthdays or special events. These are great ways in which you can make your emails stand out from the crowd in your customers inboxes.
With mobile so prominent in day to day life, not only are more people using them to browse the internet but to also send and check emails. With this is mind, it’s clear that mobile should no longer be an afterthought when it comes to email marketing campaigns, these days mobile should be at the centre of your email marketing plans, meaning you can get your message across to an even larger audience.
Not only should you aim to use a responsive email template but it’s also key that you keep your messages focussed and straight to the point, including fewer or smaller images, less lines of text and strong call to actions for your subscribers to engage with.
Coupons and voucher codes are the most effective ways in which you can increase engagement, leads and sales. Most people are looking for a good deal and if customers see your business offering some kind of coupon for your products or services it not only encourages them to head to your website but also will give customers a reason to stay subscribed to your emails.
Adding coupons to your emails also can be a great way to build a customer relationship, giving something to your customers shows your customers that you care about giving them offers for being supportive of your business.
Deliver clear messages
When it comes to your emails you need to focus on delivering a clear message. Share your news or your new offers in a clear way, separate your email into sections and always include clear call to actions which relate to your topics. Nobody wants to click on links if they don’t really understand what they’re being led to, so make sure your emails are tidy.
By keeping text fairly minimal and straight forward it means your customers have time to read your content and stay interested enough to want to find out more, rather than finding your content boring and failing to want to visit your website to find more information.
In order to increase you click through rate it’s a good idea to include engaging call to actions in your email campaigns. From simple CTAs such as ‘click to find out more’ to a more exciting approach, a number of CTAs in your email campaign can be the most simple way to entice customers to view your website.
Your call to actions need to be clear and compelling, telling your readers exactly what they should be looking at and ultimately reminding them that your website is there and is available for them to find out more.
When to send
Depending on your business type and the activity of your subscribers, it might be good to consider a ‘prime time’ for you to send your emails out. Certain emails perform better when sent at times which suit the subscribers, for example sending emails between 5 and 9 in the evening might lead to more engagement as this is the period when people are more likely to be online.
If your emails get sent out when people are already likely to be online it means they don't get forgotten about or looked over when people check their emails and find their emails stacked together, which might be simply skimmed and then deleted.
Email is one of the most powerful marketing tools your business can use, not only can it be an effective way to improve customer engagement and increase sales but it can also be a great way to increase exposure, brand awareness and also let you measure how many people are interested in your business. Of course your email marketing needs continual improvement and work in order to succeed and with these tips in mind there’s no reason for your business to fall behind.