Tag Archives: Email Marketing

You’ve Got Mail: Reaching Customers through the Long Arm of Email

What to Do to Make Email Marketing Effective for Your Business

Email marketing is the second most effective advertising technique in improving search results, next to search engine optimization. Easy and inexpensive, this method is effective for your online marketing needs when you do it properly. You can engage customers with something as simple as an email, provided the message is correctly worded and well done.

The first step you must take to succeed in email marketing is to study your target customers. What emails do they want to see on their inbox? What content do they want to receive? Do they have email addresses and how often do they log on? Study first to see whether sending emails to your customers will work for you. There are some people who prefer to keep their inboxes private. Conduct a survey and ask your current customers to learn whether they would like to hear from you through email. This would be better instead of going straight to email marketing and being labeled as a spammer.

Ask your customers about what they want to hear from you. Are they interested in industry updates, technical data, product information or special offers? Data gathered from these questions help you customize the emails you send to every user. Customer 1 might like getting product how-to information while Customer 2 wants to receive updates on technology developments. These preferences will help you send more emails that will encourage customers to open your message, click, link, and engage.

Another way to learn customer preferences is to monitor their activity on your website. This will help you find out which parts of the site they’re most interested in. Relying only on this data, however, can be detrimental as the content will all be the same every time you send an email. According to Greg Fant, Vice President of the North America Marketing Group in eBay, it would be better to add some popularity-based links in your email. This will catch attention from customers, as popular articles or products tend to match with the general public’s preferences.

It also pays to study email metrics to measure the progress of your campaigns. Lowell Miller of Qwest Communications advises email campaign managers to watch out for:

  • Open rate – determines whether subscribers receive and open your emails;
  • Click-through rate – tests the relevance of the content and its value to customers;
  • Conversion rate – calculates if the right message  was sent at the right time to the right person; and,
  • Cost-per-acquisition rate –examines the effectiveness of the email method.

Analyzing statistics from these metrics will allow you to see whether to continue email marketing or not. This will also show you which parts of the campaigns are failing to fetch the percentages optimal for your marketing efforts. If your rates are going down, try experimenting with the subject lines, content and the overall look and tone of your email. The right combination might help you gain higher open and click-through rates.

Non-marketing content can also increase customer engagement. Send some articles about new product features, company updates, funny articles and more. Emailing a mixture of promotional, popular and personalized articles will increase customer interest in your emails. Customers who just bought a product also appreciate messages asking about how they like using the product. You can include service information, how-to advice, and other information about their purchase. This shows you’re a responsible entrepreneur who wants to ensure that the product provided is satisfactory.

Responding to email inquiries is important as well. Nobody likes to have their inquiry ignored or unanswered for a long time. Make sure that every email is answered, so customers are reassured their interaction is essential to you. If subscriber data don’t show any activity, strive to re-engage and maintain contact with present subscribers. Reach out with attractive deals to encourage a customer to open your email and click the links.

Email marketing can be successful if you adopt the right techniques that work for your line of business. Success may be hard to reach the first time, but you’ll be able to engage with your customers once you find the right content formula. Try marketing through email and see whether it’s a fit for your business.

 

References:

MPDailyFix.com

Forbes.com

Putting Life Back to Your Email Campaigns

You’re looking at the email campaign analytics one day, and notice that your subscribers are barely interested on what you’re sending them. Only a small number of clicks registered, with not much traffic coming to your blog or website. Some subscribers choose not to receive emails anymore and new members are not forthcoming.

It’s time to liven up your email campaigns! Here are some ways you can increase your subscribers and make your existing ones more involved:

1. Solicit feedback and study the comments.

When thinking how to make your emails refreshing, conduct a survey with your subscribers. Ask them what they like and dislike about your emails. Data gathered from these questions can help you find what’s lacking in your campaigns. Call a meeting with your staff. Request feedback about the answers taken from your subscribers. Discussing new strategies with your staff will help you think of ways to make your content more interesting and engage your subscribers, too. Engage in brainstorming sessions and offer incentives for those who generate the most original and feasible ideas. This will spur healthy and friendly competition, as well as make you closer as a team.

2. Follow the leader.

It also helps to take examples from leading veterans on email campaigns. Subscribe to their newsletters with your personal email address and examine the content closely. Determine what elements specially attract you to click the links. It might be the attractive colors, well-designed graphics, the catchy subject line headers or the intriguing article titles. Pay close attention to how the content was presented. What style do you think will be most effective? Adopt the basics you think will work on your own content. Don’t copy everything you see! The techniques they use may not apply to your own situation; what’s worse is it will make your emails look like copies.

3. Experiment and evolve with new formulas.

When something doesn’t work anymore, it’s time for a change. Don’t be afraid to try new things. It’s up to you if you want to introduce changes first or do a complete overhaul of your emails. Ask your subscribers whether they like the new tweaks. Show them a link where they can key in their comments, reactions, and further suggestions. This will help you know whether your new strategy is effective or not. If your latest technique doesn’t work out, don’t be discouraged. This is a trial-and-error period for your campaigns. Whatever results you gain help you and your staff learn more about your target audience, their preferences and what attracts their attention. Putting what you discerned from your experiment will turn out more customized email campaigns for your subscribers.

4. Renew relationships with your email service provider (ESP).

Commercial ESPs provide email servers that allow users to send bulk email to their subscribers. Additional features may include receiving or storing messages. Reviewing any policy changes on your contract with your current ESP will enable you to see if you can request other features you may need. Inquire if you are eligible for spam testing, email customization, and more. This will make you more efficient in sending email and finding out whether your non-responding subscribers have marked your messages as spam.

5. Review the basics of email marketing.

OK, let’s face it. You’ve been performing email marketing for a long time, and might have forgotten some basic email rules. Test your skills and your staff with a random email marketing review. Explain your goal so they will not be confused on why you want them to test their working knowledge. This can evolve to a bonding session with the team, and don’t forget to offer rewards for the highest performer.

6. Keep your emails short and sweet.

A long email is a detriment to email marketing strategies. Keep in mind that your subscribers generally have low attention span and boredom threshold. They will not pay sufficient attention to content longer than 4-5 paragraphs, no matter how interesting your article is. Keep your email copy snappy and concise. Make at least three short paragraphs with the first one indicating why the subscriber should try this product so-and-so. The second paragraph will serve as your ‘call to action’ piece to encourage the subscriber to reply through call or email to inquire.

7. Use a personal tone.

Establish a rapport with your subscribers using a personal tone. Write as if you’re speaking to them in a conversation, and not as if they’re facing you in front of a stage. This will make them feel that they can approach or reply to you in a friendly way. Be careful, though, of sounding too personal like assuming things like, “This is perfect for your little ones,” or “Make your life better and happier with these suggestions…” This type of personal statements can turn off subscribers and make you come across as presumptuous.

 

Making subscribers feel happy to see an email from you is an integral part of email marketing. Do your best to maintain their subscription with beautifully presented and finely written content. Keep your emailing skills sharp and up to date with engaging articles.

 

References:

MarketingProfs.com Link 1

MarketingProfs.com Link 2

Wikipedia.org