Email marketing is a popular form of online advertising that still holds up. Although other strategies have popped up, and there are many cost-effective ways to reach out to the target audience and expand awareness of your brand, it seems that this marketing strategy is still going strong.
There are many reasons for that, and you can read about them at this link. In short, email marketing is very profitable and when done well, it brings a fast and multiple returns on investment. It doesn’t depend on algorithms – everything you send to the end recipient will get to their inboxes and you’ve achieved the primary goal. But, if your mail isn’t engaging and attractive, and you’re not regular in communicating your brand, users can easily ignore it, and your efforts are in vain.
Developing a successful marketing strategy is challenging, given the great competition in the market. To gain the attention of users who will open your mail and interact with it, it’s not enough just to send it and hope for the best. With these tips, you can make your campaign a success.
Pay Attention to Personalization
Times in business have changed drastically in the last few decades. While earlier customers were the ones who eagerly awaited new products or moves by companies and brands, today, they are the ones who dictate the pace. Now, companies are fighting for the favor of the market and potential customers, and they have to do it very carefully.
A method that always works is campaign personalization. It doesn’t mean that every customer receives unique content, but there must be something to make them feel special. The simplest tactics are using a personal name, birthday emails (possibly some birthday offers), and striking subject lines. In this way, you let users know that you know and care about them.
Besides personalization, your emails must be informative and engaging. Also, they must be with no typos and grammar errors and contain relevant information about the target customer. If that’s not the case, but your marketing efforts are generic, the chance of unsubscribing is huge.
Segment Your Subscribers
This tactic is an extension of the previous one, as it refers to applying a slightly different approach to each segment of your subscription list. Your subscribers are usually your customers, but some haven’t yet interacted with your business. Both deserve your attention but in slightly different ways.
You can segment your list according to several criteria, and that can help you devise the best tactics to approach your subscribers. For example, if it’s segmentation by location, you might want to adapt content to the local market. In case of engagement, you might want to re-send mail, send a trigger mail, or do a follow-up to subscribers who didn’t open the first one. More on benefits of trigger mails find out below: https://instapage.com/blog/trigger-emails
In the case of new customers and recurring ones, it’s good when you adjust the needs to their intentions. You need to be a little more persuasive with new users to get them to take favorable action. In the case of long-time customers, you can provide them with some helpful content, give them priority in case of new releases, and do anything to make them feel valuable.
Benefit from User-Generated Content
The best way to show users that you care is to interact with them. By implementing user-generated content, you can trigger more favorable actions than traditional ads. Once upon a time, potential customers trusted actors and celebrities who advertised products; today, the opinions of “ordinary” people are more relevant for decision-making.
Using a hashtag is a popular and effective way to spread awareness about a brand. For example, unknown girls can use makeup of a certain brand and tag it on their social media posts. Simply, when real people and their behaviors are involved with a product or service, there is a greater chance that such a move will convince others to do the same.
The world is mobile, and it’s important today to enable people to do things on the go. Today, many users open inboxes via smartphones, so your email marketing strategies must be adapted to these devices. In this case, the matter is not so much in the content as in the technical details.
The loading speed of the attachment and your landing page after clicking on the URL within the email must be good; otherwise, users lose interest very quickly. Also, the message display should fit the small screen, and the CTA buttons should be accessible and noticeable.
These are just some tactics that can produce good results in your email campaign. Not every approach will be equally effective, so you have to invest a lot of time and effort in designing a campaign that will bring the desired results.