As consumers, emails bombard us at every opportunity, and as marketers, we’re still sending them because they continue to be one of the most effective means of getting the results we want. The success of email marketing lies in its versatility. It’s a tool that serves countless purposes across every industry, and no two marketing emails will have the same look and feel, intent, or result.
The impact of email marketing goes far beyond delivering messages, monitoring open rates, and tracking click-through rates. So, whether you’re working on a start-up, or your company is already well-established, an effective email marketing strategy is key to promoting your business, generating leads, and increasing revenue.
According to Campaign Monitor, on average, email marketing brings in a 4400% ROI. In other words, every $1 spent on email marketing produces $44 in return. This might be because 58% of adults wake up and immediately check their email or because email is 40 times better at converting consumers than Facebook and Twitter. And despite what you may think, email marketing is still growing. Gmail alone has 1 billion users worldwide, and The Radicati Group predicts that there will be 2.2 billion email users worldwide by the end of 2018 and 3 billion by 2020 (that’s almost half of the world’s population!).
So, here are four email marketing tactics that give your customers a reason to care, a reason to engage, a reason to buy, and most importantly, a reason to stay with your business
Segment your database
Email list segmentation directly correlates to recipient behavior and ensures that what you’re sending is relevant to the reader. Without it, most emails bounce or end up in the trash folder; with it, you stand a much better chance of enticing the reader to care, to learn more about your brand, and to purchase your product or service. You can’t afford to miss out on the demand generation opportunities represented by email segmentation.
A study by HubSpot found that all key email marketing KPIs perform better when you segment your email list.
DMA says 77% of ROI comes from segmented, targeted, and triggered campaigns. So, one simple adjustment—segmenting your email list to appropriately target your subscribers—can improve your engagement and conversion rates as well as increase your ROI.
To help you get started with basic segmentation and increase your email marketing engagement, here are ten recommendations from MailingManager.
Personalize your emails
Admittedly, email automation makes the lives of marketers and salespeople easier. Long gone are the days when we laboriously thumbed through piles of business cards to email prospects one by one. But, just because technology has allowed us to be faster and more efficient, we are not now granted immunity to establishing personalized, authentic connections with our audiences.
According to a research report by OneSpot and Marketing Insider Group, nearly half of consumers won’t spend time with branded content if it’s not relevant to their interests; and 88% of consumers say that personally relevant content improves how they feel about a brand.
Additionally, a recent study by Campaign Monitor found that emails with personalized subject lines are 26% more likely to be opened. They also showed that segmenting email campaigns to deliver more personalized content increased email revenue by 760%. In other words, personalized content has become a necessity rather than just a nice touch.
Deliverability isn’t always a guarantee. And, how much you pay for a platform has nothing to do with the likelihood of your emails reaching someone’s inbox. A perfect subject line with spectacular content is worthless if your email gets lost in transit or flagged as spam. Here are six tips to make sure your email gets in front of your audience, so you can begin to perfect your digital experience and improve marketing efficiency and dollars spent.
Automate your campaigns
Marketing automation platforms help you streamline your marketing efforts to consistently stay connected with your audience, so you can eliminate repetitive tasks and focus on the quality of your campaigns and messaging.
Automated emails generate 320% more revenue than non-automated. Marketing automation is extremely powerful for many reasons: more responsive messaging, effective prospect nurturing, improved productivity, better targeting, and programs that free up marketers to focus on strategy, to name a few.
Whether you are launching your marketing automation initiative or are preparing for a future investment in marketing automation, here are four tips to help you get started:
Your success in marketing automation will help you engage with more customers more often and increase sales and loyalty.
In short, email is not going anywhere and remains one of the most effective business communication tools today. Email marketing, when done correctly, can help you engage with your customers, increase sales, grow your business and retain loyal customers. It is both an art and a science that takes time and practice to get right, but nailing down just a few of these tactics can result in a huge return on investment (ROI) for your business.
Here are some additional resources to help you on your journey to transformational email marketing:
Email Segmentation – 10 Proven Ways to Segment Your Email List
Email Deliverability – 6 Tips and 1 Secret to Email Deliverability Success
Email Automation – 4 Simple Steps to Get Started with Email Marketing Automation
Email Marketing effectiveness- 4 Reasons Email Marketing still rocks
For more insight on how to reach the right audience at the right time, check out my new book, Marketing, Interrupted.