Email marketing is an efficient way to send a commercial message to a group of people, small or large. These messages include advertisements, business requests, promotional information and more. This marketing strategy is important for your business and brand because it helps you reach and connect with your desired target audience in a more personal way along with increasing overall sales. You are also reaching your audience in real time, especially when the customer is receiving the message on their mobile device. Well designed emails also produce higher conversion rates on mobile than any other device. Being consistent and adding personal touches to your message will increase the overall brand awareness for your business. This increased level of awareness will keep customers coming back. When creating your email, you will want to remember the five T’s: Tease, Target, Teach, Test, and Track. These are some of the most important things to remember during the message creation process and will help yield the best results for your company.
How can I increase customer engagement?
The first ‘T’, tease, is referring to the subject line of the email. This is what will entice your customer into opening the email and seeing what you are offering based on that subject. Your content inside the message should also tease your consumer into clicking to be redirected to your website. Using content as a teaser is all about finding the right balance of copy on the page. You want enough to lead them to clicking to the linked page but you also don’t want so much copy that they get all the information desired right from the beginning. Some examples of buttons that can entice your customer include “Top 10 Road Trips in the USA” or “Top 10 Must See Sights”. Visual elements that are pleasing to the eye, such as photos or infographics, also lead to boosting overall engagement on the email and increase conversion rates.
How can I inform customers effectively?
You are the expert in the industry that you are sending a marketing campaign for, not your customers. Your message and content should have an element of education for them that leads them to learning more about who you are as a business or what your business’s current goal is. Using an email as a teaching tool will increase the engagement from your customers and will build your brand perception while still being a viral marketing tool. There is a fine line that comes with this aspect of a campaign as you want to try to avoid hard selling and pushing them too hard to buy your goods or services. By showing the customer the benefits of the purchase it helps steer away from pushing them.
Should I target specific audiences?
Email marketing campaigns are usually a very affordable way to reach a large number of people at once. Different email marketing platforms such as MailChimp and Constant Contact offer a certain number of emails to be sent out each month for free. If your company needs to send more emails than the number of allotted free ones, you can pay for a subscription plan to the platform of your choice. These specific campaigns also allow for targeted messaging and can generate leads. These leads come from the potential customers you are reaching and their stage in the purchasing process of your good or service. You can choose to segment your customers into different email lists to target them specifically but you can also just send one email to a large list. When you choose to target specific audiences, you are getting them to move down the sales ladder as efficiently as possible.
Can I track email results?
Email marketing is also very easy to measure. Most email marketing third party platforms have the ability to track what happens after your email campaign has been sent out. The metrics that are tracked include open rates, delivery rates, bounce rates, unsubscribe rates and click through rates. These findings help give you a better idea of how your campaign is performing and if there are things that you should adjust before sending out your next one. This will also show you how your customers react to your emails and give you an idea on how frequently you should be sending them to maximize results.
Should I test my emails?
Yes, you should check how your email looks visually and performs on different browsers, such as Google, Safari, and Firefox as well as how it looks on mobile devices. Sometimes the images included within emails can become distorted when being viewed on a mobile device so it is important to check how it displays. You will also want to check that all of the internal links on the email work and are directing customers to the correct desired page.
Email is not dead and neither is email marketing. This marketing tool will continue to hold its value as the world becomes more and more digital. Taking your efforts up a notch and incorporating the five T’s will help you achieve your goals. RideDigital offers Branding Services that not only help build the presence of your company but also help with email marketing campaigns. Our team of professionals brainstorm various campaign ideas around the main message you are trying to deliver through the campaign and come up with the best strategy to yield a higher chance at getting the best results. For more information on our branding services and strategies contact us today! It’s time to take your email marketing strategy to the next level!
