Social media and its power to expand your customer base has been grabbing a lot of mindshare amongst businesses and marketers. That’s understandable given its reach and immediacy but email marketing should still be a part of your online digital marketing plan.
And for a good reason – it works. In fact it’s more effective by a factor of 40 as compared to Facebook and Twitter combined. The reason is that we all still use email. It’s effective. It’s part of our lives and it’s not going to go away in a hurry.
And emails create purchasing decisions at a rate three times higher than social media. Quite impressive.
So how can your business ensure your emails are effective? Here are some quick tips.
Use your corporate knowledge to understand and segment your customers and send emails that speak directly to them and their needs. There are great tools available to help you ‘mine’ your corporate data for information that relates to customer preferences and lifecycle information. Use their name in the subject line to grab their attention.
2. Take them to a place
Once you grab their attention and they’ve opened your email make sure you have a relevant place for them to click to such as a dedicated landing page. You don’t want them to go to the effort just to be taken to a generic home page with no call to action. This effectively means you are asking them to spend time to find a reason they’ve been dropped onto a website front page without any link with your emailed message or a clear call to action. This is a wasted opportunity and burns away goodwill that erodes your brand. Not good. And while we are at it – always customise for mobile devices as there is nothing worse than email item that is a dog’s breakfast when viewed online.
Every time you send an email it’s an opportunity to engage with your prospects and to learn about them so that you can apply this knowledge in the future. Share what you find out with your entire business not just the marketing arm. After all, the aim is to sell more not just to market better.