According to Mailigen , email is considered the most effective digital marketing channel by 54% of marketers. Some report showed that 89% of marketers primarily use email marketing for lead generation.
For customer retention and customer acquisition, email marketing can be act as a key marketing tool.
According to Kissmetrics, a customer intelligence and web analytics company, “Email has nearly three times as many user accounts as Facebook and twitter combined. Email marketing isn’t just important, it should be a key tactic built into every organization’s marketing plan.
Here I would like to share few tips for strategic and efficient email marketing:
#.) Make sure the email is responsive design
Most of the marketers think most emails opened on laptops and desktops. As per Blue Homet, 67% of consumers check their email using their smartphones and 42.3% access their inboxes from Ipads and tablets. So design responsively to ensure that your email looks great no matter where it’s read. Refer some quick mobile design tips.
#.) Proper and catchy subject line
Most of the people will decide whether or not to open an email simply looking at the subject line. Email subject should be short (suggest to have with 50 or fewer characters) and catchy. If possible set up personalized subject lines which will attract more consumers to open the emails. Refer the stats published by Sidekick slide share. Subject line really needs to bring the sense of curiosity, urgency and excitement.
#) Segmentation of your contact database
Segmenting your email lists can help you target your customers more accurately. Need to properly segmented your database into various groups and categories and based on each group / lists design customer email campaigns. Segmentation has to be done based on the needs and preferences of various customer types.
As Lyrics report, segmentation increases open rates and decreases unsubscribe rates.
#.) Send the message at right time
Optimize the email sending time based on you customer base and your industry. As per Experian Marketing Services found that, 8:00 p.m. to midnight is the prime time to send your email. From Experian, Optimal mailing time often depends upon your customers’ behaviors, inbox crowding, and the deployment times of other marketers. Optimal mailing for your customers’ needs will be up to you. Test, test, and test some more to find out how your customer ticks and when he/she opens email.
#.) Don’t send too many emails
Sending too many emails can annoy recipients to the point that they unsubscribe or even worse – mark your emails as spam. In a joint research study conducted by The Relevancy Group and LiveClicker, it was found that 44% of consumers disliked getting marketing emails because they’re sent too often.
On the other hand, limiting your emails too much is also one of the email marketing mistakes. Here you need to define the goal of each campaign. Customers can completely forget about you if you wait too long. The key is to find the right timing for sending your emails and it based on the goals you defined.
#.) Avoid Spam trigger words from emails
Avoid words that will likely cause your email to be picked up by spam filters. Next time you sit down to write an email, refer spam trigger words and phrases to avoid.
# Integrate social media share buttons
Social media share buttons give your email the potential to be seen by thousands of people you normally wouldn’t have direct access to.
According to GetResponse, emails with share buttons have a 158% higher click-through-rate than those without. The five share buttons with the highest CTR are Facebook, Twitter, LinkedIn, Pinterest, and Google+. By adding those share buttons, we can easily achieve on search engine ranking, customer experience improvement, also easy to target new potential customers.
# Track your email campaign results
We need to know email campaign works or not? How will find the mistakes occur on previous campaigns? The only way is we need to track the result of each campaign and this will helps to overcome the issues on coming releases. Check the metrics open rate and click-through rate to get a sense of how successful your email was. Try to integrate the Google builder to track the links within your email, so you can view the response details on Google analytics. Tools like Campaign Monitor to track results like click-through rate (CTR) and conversions.
By using the metrics you can improve your results and also prove the ROI of your efforts.
With over 144 billion emails sent each and every day, email marketing remains one of the elite channels for business communication. The above tips cover only the part, but believe that this will help to make clear and strategically move on email marketing. Good luck
Author : Liven Varghese
IT Strategist | Technology Leader | Digital Enthusiast | Inspiring Leader