Never underestimate how a successful email marketing campaign can positively impact your business. Believe it or not, many companies do, believing that just sending out the same email to all of their customers is sufficed.
Gone are the days however , when just changing the name of the person who the email is addressed to is seen as revolutionary. Technology has moved on, and so has life. People are as busy as they have ever been, meaning that every second of every day is precious to them. So, they are not going to waste valuable time opening emails that are either not relevant to them, or isn’t compatible with the device they are receiving the email on.
With this in mind, it is essential to hit the bullseye with regards to your email marketing strategy. If you are experiencing low percentage open rates, a drop in open rates, or an increase in opt-outs, here are five ways that will help you to turn this around.
- Segment your email list- there are many tools that are now widely accessible in allowing you to capture customer data and then use it to place those customers into specific and relevant categories. Segmentation enables you to send category- specific that are applicable and resonate with their audience. As a result of this, customers receive far less unwanted emails.
- Be personal- when you are communicating with a customer, attempt to write like a human, and not like a business. By this I mean relating to your client and not forcing opinions or products upon them. When you write from the heart, the email is conversational in nature, and therefore engages the consumer.
- Optimize- a recent study stated that over 70% of consumer’s access their emails through a mobile device, with the number expected to increase further. So, it is essential to cater for this by producing mobile phone friendly emails. If a customer cannot access the email properly, they will just delete it.
- Stand-out subject line- think how many emails people receive during a day, and then think which of these get you excited to open them? The subject line is your way of standing out from the crowd and creating a good impression for your business. If the consumer sees a unique and appealing subject line they are much more likely to be captivated by the e-mail.
- Send emails to a strategy- think about how many emails you want to send. Should it be once a day? Once a week? Or once a month? Most companies decide not to send multiple emails because they don’t want to over- email their customers. Although this may be concerning, it is an effective way of communicating with clients. It also enables businesses to stay in regular contact with customers, while also allowing them to better understand an individual’s needs.
If you don’t think that you have the correct email marketing strategy in place at present, or would just like further guidance, please contact Brighter Directions on 01246 586330 0r info@brighterdirections.co.uk
