Are you using these tactics to improve the effectiveness of your email marketing strategy?
Email marketing has been around for years and has proven to be a top-performing marketing outlet.
But as new technology and communication avenues continue to pop up, marketers are left to wonder if email marketing should still be one of their main focus areas.
The answer is YES.
Is Email Marketing Dead?
Email marketing is still effective and you should be using it.
If you’re finding that your email metrics are lacking or declining, it may be time to take a close look at the tactics you have in place.
With the right email marketing strategy, you should still be seeing increased engagement and conversion rates.
It can be easy to get caught up in the “he said, she said” of email marketing.
That’s why we decided to debunk a few of the common questions around what really works in email marketing.
While these are only a few trends, they can help send your email marketing in the right direction.
Read This: Not sure, how to get started with Email Marketing. Follow this step by step guide to get started with Email Marketing.
Read ahead to find out if these topics are true or false in email marketing:
- Sending the same email to everyone is okay
- Your subject line is all that matters
- You can reduce churn rates and re-engage inactive users
- Email marketing is not dead
Email Marketing True or False
So let’s play a little game of true and false to see how well you know email marketing.
We’ll take a look at four different email marketing trends to understand why they are true or false and how they can help improve your current strategy.
Some of these tactics might already be part of your email marketing, while others may be something you’ve been considering implementing.
No matter the case, there’s always room for improvement and finding new ways to reach and engage your customers.
False: Sending the same email to everyone is okay
While sending mass emails will keep your communication paths open with your customer base, it won’t provide you with the most effective results.
Personalized emails based on their previous shopping and browsing behavior will outperform any bulk email you create.
In fact, it has been shown that adding personalization to your email marketing can increase click-through rates by 14% and conversion rates by 10%.
There are a number of ways you can make your emails more personalized.
From simply list segmentation to triggered emails and personalized landing pages. It is possible to segment the market based on behavior, demographics, social class, or market. By using NPS scores, you can ask customers for feedback along the customer journey, on the most convenient channel, and track metrics over time.
There’s a variety of ways to reach your customers on a more personal level. Image courtesy of Business2Community.
But in today’s competitive online marketing world just adding a customer’s name to a subject line won’t cut it.
To really take advantage of sending your customers personalized content that they are actually going to open, you need to step your personalization up a notch.
How to Personalize Emails
With predictive analytics. Using technology to help you predict the next step of your customer will allow you to get ahead of their wants and needs.
You can recommend products that may interest them or send them coupons when they are more likely to make a purchase, all from analyzing their past behaviors.
It might sound like something you’d need a magic ball to predict but with the help of this new technology, you have this data at the click of a button.
False: The subject line is all that matters
When writing emails, we often get caught up on how important the subject line is. Now, we aren’t saying that the subject line isn’t the most important part of your email — it definitely is very important. But it’s not the only thing that matters.
If you write the most eye-catching subject line but your body copy doesn’t get the point across, the email is still a dud. Yes, you might see great open rates, but your click-through and conversions may not be what you were looking for.
Here are a few quick tips on writing email content that will encourage readers to click through:
1. Keep your emails concise
Get your point across as directly as possible.
Customers don’t want to receive an email that reads like a novel and you’re likely to lose them before they get to the third sentence if that’s the case.
Focus on the most important information and get the point across to your customers right away.
2. Make it intention-focused
Set goals for your emails and write the body content with that in mind.
You’re sending the email for a reason, what do you want the customer to do? Make it clear to them and provide an obvious next step.
3. Organize the content logically
Make sure the content you are producing makes sense in the order you present it.
You need to outline your content and put the most important information first, but also make sure people understand what that is and why it is important.
Your customers can’t read your mind to know why this email is important, make sure they can connect all of the dots.
4. Scannability is important
Most people do not read every single word in an email.
This means that you need to ensure your emails are scannable and easy to digest.
And don’t forget to make the call to action stand out.
True: You can reduce churn rates and re-engage inactive contacts
Many marketers see a list of inactive users and chalk it up to a loss and take them out of their email marketing list.
But the truth of the matter is that those users who are inactive or likely to churn should present you with a new opportunity.
Losing customers is inevitable.
But with the right plan in place, you have the opportunity to retain some of these customers and bring them back to an active state within your email marketing list. Image courtesy of Marketing Charts.
Bring Your Loyal Customers Back
Knowing that these customers need a little warming up, you can implement a re-engagement campaign to try and win them back before writing them off.
You may think that spending time and money on subscribers who are already low engaging might sound crazy.
But if you have the ability to bring just a handful of new customers back, you can increase sales and begin to build new loyal customers.
Not sure you believe that yet? We’ll consider that just a 5% increase in customer retention rate can increase your profit by 25% or more.
That means if you’re trying to re-engage 100 customers, only 5 are needed to make a huge difference in your overall profits.
If you’re looking at your inactive, or soon to be inactive subscriber base and writing them off, you’re missing a world of opportunity.
True: Email is still a great way to reach your customers
It seems that everyone wants to kill-off email these days.
Every time you turn around there’s another article producing that email marketing is dead.
The thing is, email is still one of the most effective ways to reach your customers.
Companies utilizing email marketing still believe it’s effective in reaching their customers.
While most are holding steady on the effectiveness, many are seeing the effectiveness increase over years past. Image courtesy of Smart Insights.
Email marketing has evolved with the mobile marketing world.
Because of this, it is still a great way to reach your customers.
72% of people use their smartphones to check emails, this means they are no longer tied to a desktop and can read your messages anywhere at any time.
Not only will your emails get in front of your customers, but it will also provide you with more bang for your buck.
The return on investment (ROI) for email marketing might be enough to keep you on the email marketing bandwagon. Email ROI is 42-to-1.
Which means you’ll make $42 for every $1 you spend on email marketing, that’s a great ROI.
While it may take time and effort to get your email marketing up and running, the return in both customer relationships and investment will make it well worth the effort.
How does your email marketing measure up?
In the crowded world of email marketing, how does your strategy measure up?
Have you taken the time to build a stronger, more effective email strategy?
Or are you simply getting by with bulk email blasts and generic content?
By knowing what’s true and what’s false in the email marketing world, you can improve your metrics and start to see increased sales.
So what are you waiting for?
Get started implementing these email marketing tactics into your strategy and start seeing improvements in your metrics.