Despite all the quirky new ways to promote your brand, email continues to be the most effective and influential.
What makes email so powerful today?
Email is a fast and direct way to reach your customers, wherever they are and on whatever device they’re on. You can adapt email campaigns easily to suit your target market’s needs. It’s super cost-effective and – most importantly – it can be highly personalized and targeted (e.g. through web behavior, order history and preferences). What’s more, campaigns with a cool design and relevant message will not only influence online activity but offline behavior as well, such as driving customer purchases in store.
The channel’s also highly measurable – you can see instant results through real-time tracking of opens, clicks and ROI. This insight allows you to analyze performance and – in understanding what works and what doesn’t – optimize your strategy.
There are many statistics that indicate how much businesses and customers value email:
- 75% of companies agree that email offers ‘excellent’ to ‘good’ ROI. (Econsultancy, 2016)
- Email use worldwide will top 3 billion users by 2020 (The Radicati Group, 2016)
These simple tactics will make sure you stand out to recipients – over and above your competitors – in a crowded inbox.
1. Avoid the ‘dead zone’ of subject lines
Keep it short, keep it snappy, and keep it relevant. Long, uninspiring subject lines will likely disengage readers and prevent them from opening. Check out our cheatsheet which features some great subject line examples.
2. Always personalize your emails
Why? The key objective of an email is to build a relationship with subscribers. There’s an abundance of data to leverage: their name, their preferences, their actions. Perhaps send them an offer which relates to their buying history or web browsing behavior. Brands that value customers’ needs will always prevail.
3. Make sure your emails are optimized across all devices
The look-and-feel of your email is so important and it needs to be consistent when it’s opened on a mobile, tablet or on different email clients (e.g. Outlook, Apple Mail etc.). Make sure your template is mobile-optimized and designed by experts. First impressions count, and email is certainly no exception.
4. Be targeted and avoid batch-and-blast
Too much information at once can overload the recipient and strip engagement away from your product/service offering and organization…. disaster! Analyze your email opens, pinpoint your send time optimization and then maintain consistency in your sending. B2Bs for instance might find it more effective to send emails during weekday mornings, whereas B2C brands may see better results by emailing on a Thursday evening or on a lazy Sunday afternoon.
5. Leverage rich customer insight to drive automation
A consistently engaged customer is the dream! And how do you convert your subscribers into engaged brand advocates? The answer is data-driven automation. There are so many clever things you can do with email these days. You can understand what your customers like, dislike; what they want and need. What’s more, the technology is there for you to understand their behavior too.
Your key takeaway?
It’s impossible to please everyone, but as a serious marketer you can be clever. I would love to say that a sexy-looking campaign is all you need, but the devil’s in the data. It’s not about one element but rather the bigger picture. Implementing just a few of the above suggestions will help you on your way to sending out the right emails, to the right people, at the right time.
If you would like to hear more information about the power of automation, then please contact your account manager.