Email is very much still alive due to the channel’s familiarity, flexibility, and universality. The new generation of mobile smartphone and tablet also allows consumers to access emails at their ease and convenience. With a strong content marketing approach, email is more powerful than ever thanks to social media because it moves the conversation about your business to a more personal environment — the in-box.
Listed below are some tips to a powerful email marketing strategy.
Assess your current data to ensure you are sending targeted communications, not spam messages. Using simple data points like gender and location can greatly improve the subscriber experience. Similarly, on social media, use Facebook’s geo-targeting features with status updates. Try to never regurgitate the same promotional messages on social media that you are using in email, as customers are looking for different information in each of those channels.
Your website visitors, email, and mobile subscribers, and those who have connected with you on social media platforms will appreciate your messages even more if they’re personalized. Inject personalized elements into marketing emails for the ultimate receiver experience in one-to-one communications. For example, you can create a unique email containing personalized recommendations based on each subscriber’s browsing behaviour on your website. Adding personalized recommendations into marketing emails can increase sales conversion rates by 15-25%, and click-through rates by 25-35%.
The ability to easily archive and access messages at a later time influences consumer channel preferences. While smartphones and tablets replicate much of the desktop messaging experience, many consumers will usually access the messages later from their computers (which may have faster internet access, larger screens, full keyboards, etc.). Email remains a powerful channel for its ability to bridge the three-device environment of smartphone, tablet, and PC.
Permission, permission, permission
Brands should first seek permission before sending customers email marketing messages. Once you receive permission the next step is personalization and building of data around the consumer.
Why stop at social network
If your brand is emphasizing only that consumers share via social networks, you are reaching just the tip of the iceberg. There are the introverted, the private, and the cautious consumers who share content off via email and word of mouth. These private sharers don’t get as much press as the “likes” precisely because their activities cannot be seen publicly and they are difficult, if not impossible, to track. Private communications, however, are extremely valuable to brands, as a friend’s thoughtful personal endorsement will more than often reap a better response than one broadcast to thousands.
Automate post-purchase messages
Automate a re-engagement campaign for a week, a month, and 90 days post-purchase. Determine the point when subscribers typically purchase from your brand again (or disengage), and start from there to personalize the send dates even further.
Email, in combination with a strong website and customer experience, forms a stable foundation for interactive marketing. Since the audience is made up of both smartphone and non-smartphone owners, be sure that your strategy accommodates both segments. Rather than relying on single sign-on products to gather subscribers, build your own consumer database by gaining consumers’ permission through your website. Email’s ability to deliver targeted and exclusive content continues to make it a sound investment of your brand’s marketing energy to reach your audiences where they anticipate hearing from you.