(This article was originally written for and posted in Women Magazine, June 19, 2018 issue)
Email Marketing is an important tool in your digital marketing mix, and if done correctly, it is highly effective in helping convert prospects into customers, and customers in to loyal brand advocates. These tips keep your customer at the heart of your email marketing because in today’s marketing environment, your customer is in charge of how and when they receive your message.
Personalize Your Message
Your audience wants to feel a connection with you, like they know you! By personalizing your message, your email is more likely to be opened and acted upon. Be your customer’s friend, and not another faceless salesperson. Consider these personalization statistics:
- Personalized email subject lines boost open rates by 50 percent (PR Newswire)
- Emotional and suggestion-based subject lines have higher open rates (Target Marketing)
- 56 percent of brands using emoji in their email subject lines had a higher open rate (Campaign Monitor)
- “Hey” email greetings see a 64% response rate (Target Marketing)
Leverage Your Signature
Everyday email with customers or prospects represents the perfect channel to educate your audience on new services, seasonal services and packages or even discounts. Don’t miss out on this effective, soft-selling tool!
- Call to action (CTA) banners below your signature help to improve conversion opportunities.
- This creates value for your audience in every email you send. They may skim the email itself, but they know to look at the bottom for this added value which means a sale for you!
- The most effective CTA banner dimension is wider and shorter, at 300 to 450 pixels by 60 to 120 pixels. (Target Marketing)
Keep it Simple
Life is complicated enough and everyone is busy. The reality is that you have just a few seconds to capture and keep your audience’s attention. If your potential or current customer has to spend these few seconds trying to figure out what’s going on, you’re likely to lose them. When designing your emails always consider the following:
- Responsive design (desktop/mobile).
- Simple layout with appropriate fonts.
- Break up text blocks with graphics/bulleted lists.
- Be mindful of the text to image ratio (Many email clients flag emails as spam if they detect too many images compared to text. Aim for 80% text and 20% images)
- Design and place CTA buttons for clicks.
Follow The Rules
Nobody likes spam, so do not send unwanted email. It’s more than a matter of annoyance, it’s the law! These simple tips will keep you on the up and up when it comes to email compliance and also maintain your brand’s integrity:
- Utilize a service that offers an opt-out/unsubscribe. MailChimp, Constant Contact, Drip, etc. They all offer a free version so you can even try before you buy!
- Don’t use misleading information & identify advertisements.
- Include your address.
- Avoid clickbait headlines.
More is not always better, and that’s definitely the case with email marketing. Everyone knows a brand that sends way to many emails, constantly advertising new sales or information that is not really relevant to them, and this often backfires and ends up with an “unsubscribe.” Think about your own experiences as a customer when setting the frequency of your email marketing. Keep this in mind:
- Focus on quality over quantity. If today you send a 20% off email and tomorrow a 15% off email, it not only weakens the actual value of your product and service, it’s training your prospects and customers to wait for “the better deal”.
- Offer subscription options that work for your audience. Allow them to select how often they hear from you whether that’s daily, weekly or monthly.
- 61 percent of consumers enjoy receiving promotional emails weekly while just 38 percent would like emails to come even more frequently. (Marketing Sherpa)
Email marketing is an effective and affordable digital marketing tool to help deliver a relevant message to your audience, capture attention and drive conversions. Our strategies keep your customer at the heart of your marketing. Want to know more about creating an email marketing strategy? Set up your free marketing evaluation and let’s talk!