Welcome back… in my last post I talked about the power of e-mail marketing. Ever since the very first mass marketing email in 1978, e-mail marketing has been the KING of internet marketing. Check out the last post here to see why and who “the father of spam” is.
If you liked that post, keep on reading to discover the last 3 contemporary ways to drive readers to action…plus a bonus tip.
- Combine email and social media
Many people make the mistake of only putting social sharing and connection icons in their emails. Don’t get me wrong, emails with social sharing and social connection buttons do have a CTR that’s 115 percent higher than those that do not, according to GetResponse. But that action alone is a little like expecting people to walk into your store and make purchases just because you laid out a “welcome” mat outside the door.
Use social media to gain more subscribers to your email database. On your social media homepage, add a dedicated “sign up” tab or include a “sign up” link when you post updates. The reverse works equally well — write email campaigns that help you gain more followers on social media.
- Encourage customer engagement
Email marketing can be very effective when it comes to engaging customers on a personal level. It’s measurable, and can be linked to actual dollar values in terms of engagement and sales.
Get creative with email to engage with your audience. Think beyond product updates, company news, industry news, and other such yawn-inducing email strategies.
Why not encourage them to voice their opinions? Why not excite them with interesting polls and contests with enticing prizes? How about pop-quizzes about their likes and dislikes that help you build a more complete customer profile?
- Retarget emails based on site activity
Retargeting shows promising results in PPC marketing, and even Facebook now offers retargeted ads. With email retargeting, you can focus on various customer actions that trigger automated emails from your end. These actions could include an abandoned shopping cart or incomplete user registration.
Send out your triggered emails within an hour or so of the trigger event, and clearly outline the action you expect the customer to take. For example, describe the abandoned shopping cart in detail — sometimes a visual reminder helps overcome indecisiveness and triggers a purchase.
Do not include freebies in your retargeting emails. Reserve those offers for
follow-up emails if your first one does not get a response. For a typical retargeting campaign to be effective, it needs a set of at least three emails.
Maximize Email Frequency
Email subscribers get turned off fast from receiving too much email, and unsubscribe as a result. There’s a cost associated with acquiring these email addresses, which is lost if they unsubscribe. Not to mention, you are missing out on future revenue. However, most email marketers are probably too conservative with email frequency for a large group of their subscribers. Test frequency and cadence of emails based on segments and optimize based on negative sentiments (unsubscribers, spam complaints) and positive ones (total opens and conversions).
Email remains one of the most important web technologies. And when used correctly, email marketing can be a powerful tool. Even in this age of social media mania, 91 % of all email users worldwide check their emails at least once every day.
Don’t squander email’s potential with boring content that leaves your audience uninspired.
Take bold chances with your email communication. Remember, it costs nothing to get creative on email, but the rewards of an effective email marketing campaign can be more than you ever expected.