Reaching customers is one of the most, if not the most challenging part of any digital marketing campaign. From social media, cold calling, and more, there are a plethora of different routes you could take to reach the same destination of making contact with your customers.
One of the best practices you should be implementing in your marketing strategy is an email marketing plan. With the ability to directly contact customers and potential leads with a brief and personalized message, there is no reason why you shouldn’t be utilizing this method to its fullest potential.
If you are getting ready to set up your email marketing plan, here are the top nine tips you should follow for a successful campaign.
1. Make Subscription Simple
If you send an email that is exciting and explains something your current or prospective customers need, giving them a chance to subscribe to your email list is the natural next step toward retaining them.
No one wants to jump through hoops and fill in a multitude of different fields, however, which makes this step as simple and straightforward as can be is crucial to a successful subscription rate.
By asking for minimal information such as a name, email, or an invitation to a group is a great way to increase your following.
2. Follow Up With a Welcome Email
When you do receive a subscription from a current or a prospective customer, making them feel welcome and appreciated is an ideal way to make a more personal connection with them.
Send them a welcome email and let them know what they can expect by being a member of your outstanding mailing list. This is also a great opportunity to include offers they may be interested in, as well as some of the world-class content on your site.
3. Be Personal
Have you ever received a mass email and instantly been turned off or uninterested due to the fact it was simply a carbon copy likely sent to thousands of other people?
When you set up your email marketing strategy, this is your opportunity to buck the trend and reach your audience on a much more personal level. Try and help your customers in a specific way if possible, and always use their name in the email if you know it.
4. K.I.S.S. (Keep It Simple, Stupid)
We know this phrase hurt Dwight’s feelings every time Michael said it to him on the office, but it is a great piece of advice to implement when you are targeting customers with your specific email marketing strategy.
Chunking your content and making the email as scannable as possible is absolutely vital to get your audience to read the entire thing, or at least a large majority of it.
if your customers open up an email to see a large block of text with no interesting graphics, photos, or videos, they are likely to skip over the email entirely or just delete it from their inbox. Keeping things short and sweet is the name of the game when marketing to your audience.
5. Optimize for Mobile
According to a 2013 study done by Litmus, 69 percent of users will delete an email if it is not optimized for mobile. With the emphasis on this medium by Google in 2014 and 2015 which penalizes websites who aren’t mobile responsive, making your emails readable on your customer’s smartphones is key to keeping them on the page and subscribing. With so many people on their smartphones at all hours of the day, your email will slip through the cracks if it isn’t user-friendly.
6. Send Test Emails
In order to retain customers and keep them interested, your display needs to be as flawless and professional as it possibly can. With content displaying differently from device to device, testing your emails out on as many as you can is crucial before you begin to contact your customers.
Utilize your colleagues, customers, even friends and family to test out your email on as many different devices as you can. You will quickly discover any problems or snags in your content or display by seeing it in a variety of ways so you can make the necessary adjustments before finalizing your email.
7. Stay On Top of Trends
People are more connected than ever these days with mobile devices and 24-hour news and entertainment sources right at their fingertips. One of the best ways to make yourself relevant and connect with your customers is by capitalizing on these trends with any opportunity you get.
Are the holidays quickly approaching? Celebrate by sending an eCard to your customers. Is a meme making its way through social media? Leverage that for social media content ideas. Did something happen on the most recent episode of America’s favorite TV show? Talk about it! Connect with your audience regarding these occurrences with outstanding content that solves problems – while implementing these pop and social culture references when you can.
Email marketing can be one of the most overlooked and undervalued strategies for marketers, but if used correctly, it can easily be one of your most successful and effective practices.