Have you gotten the memo recently that email marketing is dead? If so, then throw it away. Email marketing is not dead, it’s just another channel of communication… and one we need to be paying attention to. According to a recent study conducted by ExactTarget, 77% of people prefer receiving marketing messages via email communication, and 56% of people said checking their email is the very first thing they do in the morning. If there is one thing to know about email marketing it’s that your emails should be simple. They should have one goal; tell your story in a simple, yet compelling way. Don’t confuse your consumer by sending them all over the place or throwing a bunch of unrelated information at them. With this in mind, know your story, know why it matters, and know how to tell it.
Besides keeping it simple, here are a few other tips to keep in mind when creating your email marketing campaign:
1. Personalize content and segment accordingly: Separate new subscribers and offer them an incentive. Acknowledge their interests, wants and needs. It’s crucial to make your message personal and relevant, which will lead to a higher level of engagement and ultimately, revenue.
2. Use a test and learn approach: Split your email list in half and test two versions of an email to determine which version has better results. Test one variable in each email you send. For example, try using different subject lines, offers or incentives, calls to action, or timing. Based on your results, you can continue to improve your email strategy to determine what works best for your brand.
3. Use responsive email design: 48% of emails are opened via a mobile device and 70% of people will delete an email if it is not mobile optimized. Consider enlarging your font size, placing the call-to-action front and center, and using a one-column template.
4. Reciprocate the conversation: Allow customers to respond to you and carry on a conversation. Do not send email campaigns with a “noreply” address.
5. Integrate your email campaign with social media: Add an email opt-in to your Facebook page and add social media icons and sharing buttons.