Email marketing is one of the best ways to secure conversions.
Recent research also shows that 57 per cent of people using fast email marketing technology were reporting higher conversion rates.
Fast could mean anything, of course, but the metrics used in the study refer to ‘easier to use email systems’ which are perfect for when you want to get in touch with your subscribers.
Email marketing is open to businesses of any size and there are a number of free tools out there to create effective, beautiful campaigns full of ambition.
The value of email marketing
Email marketing can help boost any campaign with direct marketing. It’s a brilliant way to capture customer data and give them a new channel to see your latest products, special offers, content, and more.
And the right data’s easy to catch with the right calls to action and content. Advertise campaigns with social media, for instance, and give people an incentive to enter their email address with downloadable guides, white papers, and more.
The main benefit though isn’t peppering customers’ email accounts with offer after offer. It’s about opening another communication channel with people, building trust, and nurturing leads in a more personal way.
How creative do you get with email marketing and how has it helped grow your brand? Let me know in the comments section below.
Stop monkeying around
And thanks to tools such as MailChimp it’s free and easy enough to build a solid campaign.
Adobe’s Business Catalyst and similar programmes offer great campaign management tools and good data to allow you to refine campaigns, but they can be pricey solutions.
MailChimp, Sendblaster, Pure 360, and others though give you the tools and templates to get going straight away.
But the best campaign managers know how to take something like MailChimp and use it to consistently generate leads and attract interest:
Tinker with the templates
Templates are well and good to get you started, but do they really convey your business in the best possible light?
The worry as well is that against competitor emails they may look bland and samey over time. People only have enough time in the day to read an email, you know…
Some simple HTML know-how can help you to keep your emails fresh and catch people’s eyes with dynamic images and offers that leap off the screen.
The key is, though, to keep your message and branding consistent whilst keeping emails fresh, exciting and involving.
What do you think the future of email marketing is and how will marketers have to adapt? Let me know below!
Convincing calls to action
Again, people lead busy lives so your emails need to hit a nerve as soon as possible.
That message needs to be a strong all to action in the title, complemented by content that doesn’t disappoint when they open it.
Creating a title that encourages people to click your email can be the difference between a potential sale and ending up in the spam folder. It’s about selling the sizzle, not the sausage.
But like your brand message producing consistent content is essential to keeping consumer interest high and keeping them subscribed.
A personal service
Personal campaigns to target users’ interests are a great way to generate interest, but when I say a personal service I’m referring to triple-checking everything before an email’s sent out!
Like having spelling mistakes and other errors on your website. People pick up on small mistakes and will reach for the unsubscribe button if silly things make your campaign look amateurish.
Send a copy to yourself before you send emails to customers to make sure it’s formatted correctly. Click all the links to make sure they go to the right destinations, and go over your copy with a magnifying glass to eradicate any mistakes.
There’s little worse than sending out a big campaign, having a look at the email, and noticing something daft that could have been solved with two minutes’ effort.
The future of email marketing
Though those tips are the basics there is still quite a lot there to keep your eye on which, despite the tools being free, encourages a lot of people to outsource their campaigns.
And like everything when online marketing change is constantly on the cards. New digital channels keep on popping up to reach out to customers, but email is always consistently strong, with companies attributing 23 per cent of their sales to email marketing.
All marketing emails will be personalised within the next five years according to the Email Marketing Industry Census. If this sounds like something you want to get in on and master then you’ll need to back it up with personalised content campaigns and capture the right data.
The theory that email integration with other marketing channels such as social media is also gathering steam, which would open up a world of data to people looking to reach more of their followers.
All of which will require some degree of automation as campaigns become more integrated, more personalised and – ultimately – more profitable for businesses.
Putting your stamp on your emails
For years now scores of people have said that email marketing is dead or on the verge of dying as a new form of digital media makes itself known.
Nothing could be further from the truth. If anything the exact opposite has happened with email marketing gradually getting stronger over the years.
There’s no better way to share condensed content with people and it’s one of the first things I mention to people starting up a new business online.
Email has it all – the ability to get across phenomenal visuals, excellent content, and fantastic deals as quickly and effectively as possible.
And perfecting the art of email marketing can get you a strong stream of leads and loyal customers on a regular basis.
Contact Webpresence to see how we can get you more conversions with a strong email marketing campaign.