Contrary to popular belief email marketing is not dead. However, you need to know how to do things right.
Every time we are introduced to a new method of reaching customers online, more and more people begin to suggest that email marketing is on its way out. Yet, according to Direct Marketing Association, companies are still seeing an estimated 4,300 per cent ROI from their email marketing. That doesn’t sound like email is dead to me.
Honestly, this should not be a complete surprise. Email marketing is a simple and cost-efficient way for brands to nurture leads. In fact, Gigaom Research shows that email is the single most effective way to build customer relationships. The key to seeing these benefits from your email marketing is to follow best practices and create extraordinary email content.
Email Marketing Best Practices
The best place to start an effective email marketing campaign is by paying attention to important best practices for brand email communications. Below are five general tips for creating dynamic email marketing content that gets real results.
1] Develop a strategy.
Much like any other aspect of marketing, you should not go into email marketing blind. Consider the following when developing a strategy:
- What are your email marketing goals?
- Who are you targeting with your emails?
- How will you build an email list?
- How often will you send content?
- Who will create content?
- What is your budget?
2] Work to build an effective email list.
You might be thinking, isn’t it easier to just buy a list? Besides regulations regarding consent and email, perhaps the biggest reason why you should not buy an email list is that the majority of people won’t read or respond to emails that they didn’t sign up for. You are wasting time and money developing content for people who will never read it! Instead, work to build your list organically by making real connections with prospects and leads.
3] Offer your customers something of value.
Every email communication should provide some type of value to the consumer. This does not necessarily mean providing discounts for services. Value can also be added by educating the consumer to make a more informed purchasing decision by addressing their biggest questions and concerns.
4] Optimize your email for mobile devices.
Many subscribers read your email from a smartphone or mobile device. If it is difficult to view or navigate on their device, they may delete the message and potentially unsubscribe from your list.
5] Make your messaging relevant.
When it comes to the best content for your readers, one size does not fit all. You want to deliver content that is targeted to leads at each step of the buyer’s cycle. To do this effectively, you need to segment your email marketing list so that readers see the types of content that are most relevant and effective for them.
Taking Your Email Marketing to the Next Level
Some people argue that consumers get too many emails and that’s why they don’t respond positively to brand emails. However, one report shows that about 95 per cent of consumers who opt into a brand’s email messages find the emails somewhat or very useful. Chances are if people are subscribing to your email content, they want to read it.
What consumers don’t want to see is the same old sales language, irrelevant messaging, or boring copy that they find in many other marketing emails. If you really want your emails to make an impact on your target market, you need to move past the competition and take your email marketing to the next level.
But how? If you’re struggling with creating successful email marketing campaigns, you’re not alone. Many of the managed IT service providers I work with at Ulistic have the same issues. That is why I’ve participated in a webinar to address some of the biggest challenges that brands face in connecting with customers through email.