It is almost 2020, and that means the goal-setting season is coming up. Your marketing strategy seems to be on point, but something is missing.
It is an overlooked and undermined tool that increases customer retention and builds rapport with clients. However, it is not something to be rushed. To have an effective and fruitful email marketing strategy, steps need to be taken to really hone in on what you want to portray through your emails.
Email marketing has a huge return on investment (ROI). According to the 2015 National Climate Email Report, the ROI of email marketing is around $38 for every $1 spent. It doesn’t stop there. In another study by Hubspot, 99% of consumers open their emails DAILY. Many consumers have emails from various retailers and most of them get deleted. However, if you strategize well and really think about how to convince your customer to open your email, the impact can be great.
Email marketing is only expected to grow further as a means of connecting with consumers and furthering brand awareness. In a study by Litmus, 70 percent of consumers believe that email marketing will be a relevant means of marketing in the next 10 years.
Why is email marketing important?
- It helps you keep your OWN following on your own terms rather than social media. If Instagram, Twitter and Facebook were to go down simultaneously, how would you stay connected with your customers?
- It drives traffic to your site. If you place your target pages as buttons on your emails, it will enable people to go to your site
- It increases your conversion rate and revenue. The more people are reminded about your brand, the more likely they’ll buy from you.
- You can retarget items towards reoccurring customers. That way, you can spend less money on acquiring new customers and can focus on forming better connections with your current
In order to up your game, we have compiled a list of things you must do in order to make a great email marketing strategy.
Build an audience
Many retailers forget to have some sort of contact with their customers after purchases have been made. Getting emails can be as simple as asking them during giveaways or giving them an incentive on your webpage. Be authentic. You want to tell a story, not just sell yourself. At the end of the day, you want your brand to tell the story for you.
An example of an incentive for subscribers is having pop-ups on your website that would say “Get 10% off by subscribing to our newsletter.” You want to be as discreet as possible but at the same time letting your customers know how their email is going to be used.
Now you have the audience, but what to do with it? Strategize and see what works best with your audience. Scheduling is a part of the strategy. How often should you send emails? Also what type of content does your target market like? Really dive into your ideal client profile and create content that caters to them.
Pro tip: Talk to your ideal clients and ask them how often to they read emails and if emails are effective to them.
Email marketing can also work with abandoned carts. A great way to show your potential customer that you care is by having an email sent out when a cart is abandoned. See a template below for reference. Many people multitask when they are doing online shopping so it is good to remind them about an unpurchased item sitting in their cart.
Confused? We can help you out with that.
Now that you have strategized, it’s time to design. Make something that has a great UX and entices your audience to take action. Make a clear call-to-action and compelling graphics.
Don’t underestimate the power of GIFs and videos. Rather than having stagnant means of communication, create visuals. You want to stand out from your competitors. A lot of companies try to throw out information in the form of verbal vomit without telling a story. You always want it to show the answer to Why you? And why not someone else? Through visuals
Need help there too? We can also help you out there!
Pro tip: Use content that was written by a customer such as an awesome review. With that, your content will be more authentic and relatable to another potential-customer.
Plan your content via automation
This is something we highly recommend. Through automation, you can create great content while not having to do a lot of leg work all the time. When someone subscribes, automate an email to go out to them. People love the feeling of being special.
Pro tip: Make sure the email addresses them by name if they have inputted their name. That way it is personalized.
If an event is coming up, schedule the content. The feeling of exclusivity is usually well-responded to and gives people bragging rights.
With automation, you can focus on other aspects of your brand such as product/service development.
Add a level of accessibility
Living in a fast-paced society leaves many people using tools to have emails and documents read out to them. Add to the fact that, voice assistant (VA) software is a necessity for people with visual impairments. With that, you should create content that is easy for VA software to read out information. It will not only help people read when they do not have the ability to, but also will help people who are on the go and need a quick run-down of what an email says.
Adding alt-text to every image will also add a level of accessibility that is commonly forgotten about.
Email marketing should never be undermined and is something that can help scale your business. Making sales is important, but telling stories through email is crucial to differentiate yourself from your competitors.
If you have any questions or would like to inquire about our services, please email us at firstname.lastname@example.org