From store promotions and newsy headlines to fresh blog posts and local press releases, an email inbox seems to receive a steady influx of email marketing campaign messages that are loyally opened and read – or ignored and eventually deleted.
Yet, for companies, email marketing bares nearly zero costs, according to the Harvard Business Review.
An email marketing campaign is a perfect low-cost marketing technique and creative tool that can be measured for effectiveness. The hurdle to jump is to ensure that your email marketing campaigns appeal to consumers, build a loyal relationship and continue to make an impression every time a new email hits the inbox.
If your company isn’t engaged in email advertising, you’re falling behind your competitors and restricting business from profitable marketing opportunities.
Email as a marketing tool promotes your brand, services and dedication to the customer.
Once an email attracts the attention of a new customer, a company is one step closer toward establishing a relationship, brand loyalty and repeat business.
Email also enriches marketing initiatives by providing insightful data and key metrics.
Optimize and measure the RIO of your email marketing campaign by analyzing subscriber behavior such as:
- Number of emails opened, read, forwarded and deleted
- Number of impressions
- Number of losses (from subscribers) and reasons
- Bounce rates
- Click-through rates
As you gauge the real-time results of your email campaigns, you can use the data to determine what does or doesn’t have an effect on recipients. By learning about the level of impact that your emails have on your customers, you can modify content to enhance marketing strategies.
Tailor content to meet the needs of your customers by offering the following types of emails:
- Transactional emails include “Inquiries about products, purchase orders, order confirmation and email acknowledgments”, according to Business2Community.
- Direct emails announce special offers, promotions, brochures, catalogs, and invitations.
- Newsletters and press releases provide subscribers with company news, current promotions and product launches.
- Joint-advertising is the process of sending emails with advertisements for other companies and vice versa.
How to Increase Confirmed Opt-ins
You can acquire email lists by purchasing databases, directories and addresses from mailing list companies; however, confirmed opt-ins are the most effective because these prospects choose to connect with you.
Unlike unconfirmed opt-ins that can potentially be spam, a confirmed opt-in is when a new subscriber volunteers to receive emails. Prospects complete an opt-in form and their email address is verified through a confirmation email. This type of permission-based process ensures the email address actually comes from someone who submitted the request and not an unauthorized third party.
Increase opt-ins and foster target leads by adopting these effective email marketing campaign tips:
- Create a user-friendly and attractive opt-in page that’s clearly visible and above the fold.
Copyblogger recommends the best way to achieve conversion is by creating a landing page that’s specifically designed to be easy to navigate, spark interest and gain trust.
Craft a message that attracts the target audience and encourages action with focused copy. Ask for minimal information and only an email address if possible.
- Offer an incentive. Perks, such as coupon codes or an online shoppers discount, encourage a potential subscriber to follow through with signing up.
Continue to offer these perks so that your recipients are less likely to unsubscribe and more likely to become repeat customers.
- Provide a variety of opportunities to opt-in. Not all website visitors or potential leads learn about your website or company through the same avenue.
A new reader learns about your blog after clicking on a Facebook status and referring to your Facebook page.
A new customer is drawn to your products page after searching online for a particular item.
No matter what platform a user is on, an option to receive emails should be available. Place an opt-in field in the homepage header or footer, sidebar, blog posts and pop-up window alongside social media networks.
How to Keep Subscribers and Customers Engaged
Photo Credit: atkinson000
Once prospects sign up to receive your emails, the goal is to retain those subscriptions with information so subscribers wouldn’t want to be excluded from.
- Reflect the personality of your brand by incorporating the company logo, relevant photos and voice in email marketing campaigns. The brand consistency establishes credibility and resonates with recipients who are already committed customers.
- Write subject lines that are compelling and succinct, yet not misleading or irrelevant. The subject line should reflect the type of content the recipient expects to see in the body of the email. Integrate catchy content from your social media platforms, personalize the message, be imaginative and ask for a second opinion.
- Preview emails to ensure the design and formatting are translated correctly. Use the tools of your email marketing software to test that emails are properly optimized and formatted for all types of browsers and mobile devices.
Innovative, creative and fresh marketing techniques will keep recipients engaged, subscribed and most importantly, happy. Offering the same store promotions every month or highlighting duplicate content continually will bore subscribers and reduce the efficacy of your campaign.
A top email marketing campaign strategy include:
- Catalog email marketing: catalog emails are the digital versions of the hardcopy catalogs sent through the mail. The email is image-driven accompanied by a short description.
Focus on a model donning the latest trend for a fashion blog or retail clothing store. Include a video showcasing a product release for a gadget blog or electronic retail store.
- Invitations: emails that invite recipients to a store grand opening or special event build a personal relationship.
To entice recipients to join in the festivities, specify that the event is free or will include complimentary food, drink, prizes or giveaways.
For a local yoga studio, offer a free yoga seminar with a yoga package sweepstakes and chance to win.
For a local restaurant, invite patrons to a festive holiday happy hour where drinks and food will be half off.
- Sharable content: sharable content includes social networking buttons and other clickable icons such as “forward to a friend”. Recipients will share information that’s interesting and valuable, especially if it’s easy and convenient to pass along.
Providing recipients with sharing options broadens how many prospective customers you could be reaching. Facebook, Twitter, Pinterest, YouTube and Tumblr icons also provide recipients with more ways to interact with your brand, products and services.
Put yourself in the position of your prospects, current subscribers and even losses to determine winning marketing techniques. Analyze results and reports for your email marketing campaign modifications and explore every opportunity that invites consumers to connect with your business, brand, products and services.
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