Email is thriving thanks in large part to the channel’s familiarity, flexibility, and universality. A whole new generation of mobile smartphone and tablet users are also driving anywhere, anytime email usage. Indeed, when you dig the data, any assertion that email is “dying: with consumers is laughable. Evolving- yes. Dying, absolutely not.
Top ten tips to a powerful email marketing strategy are listed below. It starts with building a list, continues with data management, and ends at revenue generation.
- Build an acquisition strategy
Prioritize audience growth; begin by analysing the places where customers are already engaging with brand. Then, determine how to enhance those experiences and drive interactive engagement with new tools and techniques.
- Optimizing for mobile is extremely important
For brands that do not optimize email for mobile, the penalty is stiff. Offer an elegant mobile experience from the start. Initial welcome email is perfectly optimized for mobile; subscribers will know they’re in for a pleasant mobile experience for the duration of their time spent with a brand.
- Data should always be relevant
Access current data to make sure a sending targeted communications, not “batch and blast” messages. Using simple data points like gender and location can dramatically improve the subscriber experience. Strive to never regurgitate the same promotional messages on social media that it is using in an email, as customers are looking for different information in each of those channels.
- Personalize email whenever possible
Website visitors, email and mobile subscribers and those who have connection on social media will appreciate messages even more if they’re personalized. Inject personalized recommendations into marketing emails for the ultimate in one to one communications.
- Email drives accessibility across-channels
The ability to easily archive and access messages at a later influences consumer channel preferences. While smartphones and tablets replicate much of the desktop messaging experience. Email remains a powerful channel for its ability to bridge the three-device environment of smartphone tablet, and PC.
- Get their permission to use it
Thanks to the good work of Seth Godin, the email channel is permanently linked with the concept of “permission marketing” namely, that brand should first seek permission before sending customers email marketing messages. Once it receives permission the next step is personalization and building of data around the consumer.
- Email drives deals
According to the 2012 Channel Preference Survey, people prefer email to Facebook foe deals because it’s harder to miss deals in the inbox than it is in the waterfall of posts that is in the news feed. At present, other approaches leave money on the table.
- Sharing isn’t just for social networks
If a brand is emphasizing only that consumers share via social networks, it’s reaching just the tip of the iceberg. Below the surface are the introverted, the private, and the cautious consumers who share content off radar via email and word of mouth. Private communications, however, are extremely valuable to brands, as a friends thoughtful persona; endorsement will often a better response than one broadcast to thousands.
- Did they abandon before they bought?
Tailor the frequency and number of abandoned cart emails to the purchase require at hand, that item’s typical purchase now. Pay attention to industry’s typical purchase window, and send abandoned cart email accordingly.
- Automate post-purchase messages
Automate a re-engagement campaign for a week, a month, and 90 days post-purchase. Determine the point when subscribers typically purchase from a brand again. Email, in combination with a strong website and customer experience, forms a stable foundation for interactive marketing. Email’s ability to deliver targeted and exclusive content continues to make it a sound investment of your brands marketing energy to reach audiences where they hearing it.
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