With the hype and popularity surrounding content and mobile marketing, it seems as though many marketers have forgotten about email, but despite the fact that it’s been recently overshadowed, email is still one of the most successful vehicles for reaching and communicating with customers. Beyond that, email also enables marketers to send incredibly targeted and personalized messages that are simply impossible through other means. Thus, having an awesome email marketing strategy can provide great benefits for many marketers and should not be overlooked. To help you develop a first rate strategy, we’ve compiled five of our favorite email marketing tips so that you get hit the ground running and start utilizing email to its full potential. Here are The Mail’s top 5 tips for an awesome email marketing strategy!
A big part of email’s success as a marketing channel is its ability to be hyper-targeted, sending only relevant messages likely purchasers. Thus, you should do you best to avoid sending generic email blasts and focus on sending specific users the types of offers that interest them. By using data points such as gender and location, you can drastically improve user experience and increase your open rates, clicks, and sales.
When building your list, you should encourage your subscribers to share as much of their personal information as possible as this will make it much easier for you to segment your list and send them emails that are relevant to them. Ask for their name, where they live, their age, gender, and any other data point that might help you tailor your messages. Also, try to add personalized recommendations into your messages such as suggestions based on their browsing history. Not only will this increase your one-to-one communications, but it is also proven to increase conversions.
Email is a great way to share exclusive offers with your followers. Create some email-only deals and send them to relevant subscribers on your list. According to the 2012 Channel Preference Survey, people prefer to receive deals via email rather than Facebook because it’s easier to find offers in the inbox than it is on Facebook’s cluttered News Feed.
Creating email-only offers is also a great strategy for driving people to sign up for your list. Use your social channels to create awareness about your offers, and encourage users to your sign up for your list by visiting your website.
In 2014, a large majority of consumers are checking their email on their mobile devices. If your email isn’t mobile compatible, don’t expect to reap the rewards of email marketing. In fact, according to Return Path, 63% of US consumers delete emails immediately if they are not optimized for mobile. Take the time to make sure that your messages are ready to be opened on mobile devices and that they are appealing and easy to navigate. Avoid using high quality images and try to keep your emails short and sweet—users don’t want to read a long email on their phone and if the message doesn’t load quickly, they’ll simply banish it to the trash bin.
We left this one for last because we wanted to make sure it was fresh in your mind after reading this post. One of the most important things you can do to ensure your email strategy is working at maximum efficiency is to make sure that you have permission to use customers’ data and to send them emails. The email marketing industry is plagued heavily with spam messages and the quickest way to get in trouble is to ignore compliance laws and standards. Industry best practice is to get users to double opt in, so before you start sending messages to your list, make sure that you have permission to do so and that you provide a clearly marked unsubscribe link in the body of your email.
If you have any email marketing questions, comments, or tips of your own, please share them in the comments below!
Murray Newlands is an online marketing industry veteran, and the founder of TheMail.