5 Things You Need To Know About Email Marketing

 5 Things You Need To Know About Email MarketingEmail marketing is a great way to connect directly with customers or potential customers by sending them messages straight to their inbox. What makes email marketing so effective is the fact that you are for the most part speaking directly to people who have already purchased something from you in the past or have previously been interested in your company. If you aren’t doing any email marketing right now then you might want to consider starting an email campaign to see some great results.

Whether you are new to email marketing or have had some experience with it, there are a few things you should focus on as you create a new campaign. Here are five things that can help you improve your email marketing strategy and get your messages read by customers.

1. Personalization Can Lead to Better Results
Recent marketing studies have shown that emails with personalized subject lines are 26% more likely to be opened. You can also tailor your ads and send emails to a specific group by segmenting your email list based on feedback and sales.

An easy way to begin personalization is by changing your email list sign up forms to include the customer’s name, gender, or particular interests. That way you can send emails about the types of products the customer is more likely to buy such as sending men’s styles to men and women’s styles to women for example.

You can begin to segment your email list based on the categories of customers you have available. You might make a separate list for customers based on how much they have spent on your website and their past purchases, their location, age, gender, job title and interests.

2. Timing is Important
In order to get the best response rate from your email marketing campaign, you might also think about when you are sending out your emails. Your customers’ inboxes may be flooded with emails at certain times of the day or they may not be checking their email at that time and your message simply gets buried.

In order to get your emails read you will need to plan out the best times to send out your most important messages. Typically, people check their email in the morning during the working week but marketing studies have shown that click through rates are actually higher at night after 8pm. You can send your own test emails and analyze the results to figure out when certain emails are more likely to be opened.

3. Messages Need a Call to Action
Even if your goal is simply to get certain information out there and make sure customers are reading your newsletters, you will benefit the most by including some type of call to action. People need to know what they can do with the information that you are giving them in the email so that they can respond right away.

Your call to action could include a link directly to buying a product, subscribing for a service or providing personal information to access a special offer. If your call to action includes a link then you need to make sure that you have the right kind of landing page that is directly related to your email message. Customers may give up or lose interest if they have to look through your website to find the relevant information.

4. Compelling Content is More Effective
Every time you get involved in an email campaign you need to make sure that you have compelling and well-written content at the core. This includes the subject line and the text of the message so that both are able to capture the viewer’s attention while also communicating important information.

The subject line should use actionable language that makes it clear what the user can actually do with the information you are giving them. It should compel them to open the email by making it clear what the message is about so that they don’t assume it’s something they can discard.

It is very important for the body of your email message to line up exactly with what you are promising in the subject line to improve click through rates. Clarity is the most important thing to consider in your message so that the information is brief, to the point but still appealing to the reader.

5. Images Can Help Increase Impact
While the most important part of your email message is relevant content, in certain cases including images can make the information more effective. Images help add context and help readers visualize the ideas presented in the message.

Not all email marketing campaigns need to include images, but they can be helpful and necessary when you want to showcase certain products or highlight key information. As long as you avoid adding too many images which can clutter the message, they will bring power to your email marketing strategy.

Top Email Marketing Strategies

Business Related Email Concept ShotWhile email may seem like a more traditional type of marketing compared with the hype of social media and other tools, email marketing is still alive and well in 2016. Marketing directly to interested customers through email newsletters can prove to be a valuable resource that can keep them connected to you and allow you to share the information you want them to hear. When you have a plan in mind as well as rich and interesting content you can gain a lot from your email marketing strategy. Setting up a newsletter template with a theme and varying content on a predictable schedule can be an effective way to reach people on a regular basis.

Content and Mobile Use

One of the important things to keep in mind when working on your email marketing campaign is to personalize the messages you send out based on your customer’s demographics and buying habits so that you are communicating directly to them. Think about your target market and how to overcome any obstacles that prevent them from buying. You should collect as much information as you can through helpful tracking tools and customer surveys so that you understand all of your customers’ needs and cater to them appropriately. Another important strategy when it comes to email marketing is optimizing your newsletters for mobile use. Most customers take their shopping experience with them on the go so your emails must use a simple layout that translates well onto a smart phone. An email that is too complicated will not load well and you risk people unsubscribing due to technical issues.

Choosing Topics and Tracking Results

When you are sending out marketing newsletters it is crucial to think about content and creating quality information that is useful to readers. Emails that are too “salesy” are likely to be ignored but educational topics that are full of helpful tips are something that customers are more inclined to take the time to read. Topics for email newsletters should be closely related to your products or services but also provide information that is universal. Content that addresses the concerns which most affect your customers will be more appreciated than an email simply asking them to buy something.

The final strategy that can help improve your email marketing campaign is using tracking techniques so that you know what works and what doesn’t. Determining the level of reader engagement through your email newsletters can help you gauge how to alter or tailor your emails to better suit your audience. Tracking to find out if customers are opening your emails, clicking on links, sharing, responding or even unsubscribing can give you a better idea of how effective your current campaign may be. Making adjustments and tracking their effects can be a great way to fine-tune your newsletters so that they are getting the results that you want for your company.

 

Mix It Up: Social, Email Marketing and More

marketing mixAccording to a survey by Pitney Bowes, 76% of small businesses believe that their ideal marketing mix should include a combination of both physical and digital communication.

A marketing mix is usually made up of 4 P’s:
Product, price, promotion and place.

The emphasis on this term is mix – meaning that there is no “right” combination of marketing methods. But the frantic nature of a  “mix up” is not always a bad thing. In the business world, it allows you to reach a different/wider range of customers.

Businesses Get Social

The popularity of social media marketing doesn’t mean that it is replacing all traditional forms of marketing but rather, complementing them. After all, small businesses can’t expect to find success by just using one marketing channel. That would be like having a website without SEO or PPC. Or distributing promotions without a website or customer service!

While social media serves as a great starting point for businesses to introduce themselves to customers, a small business cannot expect to succeed by solely relying on this channel. This will mean that you leave other customers behind. You’ll be surprised at the amount of customers who still rely on physical coupons, emails and even Yellow Pages listings!

Co-existing Marketing Channels

58% of small businesses in this survey use multi-channel marketing. While a slight majority of the businesses are optimizing their use of different marketing channels, that number may grow as owners see more options and opportunities available. The survey also suggests that 72% of small businesses would do more for marketing their business if they had the right tools for managing customer communication.

What are you waiting for? Take a look at our FREE whitepapers for a better idea of what you can do to help your business get found by using different marketing strategies.

Carmageddon & More for Your Targeted Email Campaign

If you live in or around Los Angeles, CONGRATS – you’ve survived Carmageddon! All weeklong, businesses big and small tried to capitalize on this event, from JetBlue’s limited $4 flights to local Pasadena eateries advertising $4.05 specials.

This email above from Amazon is just another example of a retailer trying to solve a problem customers faced this weekend: finding a source of entertainment. They are also doing a clever job of targeting by relating to the customer and relevant events that are happening around the. It makes sense that most people would try to avoid the freeways this weekend so retailers tried to entice them to do other things that didn’t involve traveling far. Or in Amazon’s case, involving any travel at all!

Why Choose Email?
Email has been and continues to be a strong source of marketing for businesses. Studies show that since last year: more emails are being sent, email unsubscribe rates have dropped and bounce rates have also declined.

Take a look at column one in this chart and you’ll see why other small business owners use email marketing campaigns: owners felt that email marketing was cost effective and that it had a high rate of response and sales in comparison to other marketing methods.

The Goal of Targeted Emails
In the end, you’ll want to remind customers that you have a solution to their problem. Establish a clear message (the shorter, the better) and make it easy for the customer to respond or take action.
If you’d like to learn more about the benefits of email marketing for your small business, make sure to contact us today!