Email Marketing Tips

I recently wrote a blog post about the importance of email marketing and why digital marketers, as well as business owners should be taking advantage of it. Whether you have been using email as part of your marketing strategy or not, I’m here to give you some quick and easy tips that have yielded us some great results.

Find the Sweet Spot

You have to understand that your audience is bombarded with texts, emails, and alerts all day long. Your email shouldn’t be another one to add to the white noise. Understand when, why, and how your audience is digesting your email. The only way to do this is to test. Send emails out at different times to see which one yields the higher open rate. Set up A/B testing to figure out what format gets a higher CTR. Test and trial as much as you can until you start to understand your audience and continue to feed their need.

Grow Your List

Establishing your email list is important, you want to continually grow your list over time. Most people aren’t just going to subscribe, you have to give them a reason to. Give them quality content that they find interesting. Offer them special discounts or coupons they can’t get anywhere else. Publish content in your emails that you don’t publish anywhere else so they have to subscribe in order to see it. Essentially, give people a reason to come back.

Goal Oriented

Just like all your social networks, set up specific goals for your email campaigns. Is your goal to drive people to your site? Do you want them to buy a product or service? Do you want them to digest your content and share it with others? Establishing the goals for your email campaign is crucial. Once you have goals set up it will be easy to test against them like I talked about above. Set up goals and make changes in order to achieve those goals.

Aim to Please

As I mentioned above, your audience is busy, so give them exactly what they want. Most audiences are going to prefer to get straight to the point, some may enjoy a longer email because that is what they’ve come to expect. Whatever your audience has come to expect from you, that is what you need to deliver. Don’t write fancy click-bait headlines just for the purpose of increasing the open rate, write headlines that tell your audience exactly what they are getting into.

 

Emails are a great way to stay connect with your audience. Instead of worrying about what social networks your audience may or may not be using, chances are they have email and use it daily. Give them exactly what they want in an email and your audience will likely be more receptive to it.

Importance of Email Marketing

Flashy social networks like Snapchat, Facebook, and Instagram are getting all the hype from marketers – telling you to invest all your time and energy into social media. Often times, email marketing is one of the most powerful tools for connecting with your existing audience is overlooked. While it may not be as cool and hip as some of the other platforms out there, email is still a powerful weapon that every marketer should be using.

It was only a few years ago when email marketing was cited as the most effective digital marketing channel for customer retention in the U.S. While email marketing’s effectiveness may have slipped in the past few years, it still is a valuable resource for connecting with your audience. Many ecommerce companies use email marketing to entice their audience to purchase another product by staying on their radar.

If your business is executing a content marketing strategy and is consistently creating all types of content, it’s great to share that content on social media. Don’t forget about email! Many times your audience is too busy and may miss your social media post for the day. The way social media is oversaturated today, there is a slim chance they are going back to find your content. Sending your content out to your subscribers increases the chance they are going to consume and share your content.

Many times people will check their email multiple times per day but may only check their social media accounts once. It is important not to flood your followers with multiple emails per day or even over the course of the week. People can receive upwards of 25-35 emails per day, it is important to make your emails simple and straight to the point. Use creative text that entices your audience to click through.

Email, just like any other social network, will take time and practice to master. You have to understand how your audience digests email content, especially yours. Make it as easy as possible for them to enjoy. When you are first building your list, send emails out at different times on different days and see which ones give you the best results.

A good strategy is to take the best performing posts on social media over the course of a month or week and highlight them in an email. Another route you can take is taking the content that performed the worst and share that in an email, giving that content another chance to be consumed and shared. If that email or content isn’t received well then you know to stay away from that type of content.

Every marketer or business should include email marketing in their plan. Make it a part of your social media content calendar and build out a strategy behind it. Some people may not be on Instagram or Twitter so when you share your content with on those networks, you aren’t hitting your complete audience. Most people have email and check it more often than all their social networks combined. Be sure you are giving your content the best chance possible, use email marketing.

7 Reasons Email Marketing Is Still Worth Every Minute

With the ridiculously fast growth of social media, many people have begun to count out the power of email marketing on acquiring more business. There are several very important reasons email marketing isn’t dying.

People are already interested

People that sign up for your email lists are interested in what you have to offer; whether it’s a free gift, first dibs on product info or just really interesting content. They are going into it knowing that they will receive emails from you. With the battle for attention all across the Internet, getting someone to sign up to receive emails from you is a huge win.

It is extremely customizable

Facebook posts are limited to images, videos, links and text – no customizable sizes, graphics, and buttons. Twitter is limited to around 140 characters of text and links. Email however usually has the full capability of html, which means that you can change the graphics, embed images, videos and buttons, and place them wherever you want. You can change the sizing as your marketing team sees fit. There is a ton of customization that you don’t have with social media.

There is no distraction

Email is very direct. If someone opens your email, they are looking at only your email. Not a feed of tweets about sports, business news and deals. Not a page full of pin boards with delicious food and motivational quotes. They are looking at whatever you have to say, even for a split second. So make sure you put a lot of thought into it.

Exclusivity

When people signup for an email list, it’s often because they get access to something that they would not normally have access to. Maybe they get a free gift. Maybe they get access to a membership website. Maybe they get tips sent to their email everyday. Being on an email list is like being in a club, and if they see enough benefit to your club, they will remain members for a long time.

People still purchase a ton directly from emails

A study conducted by Custora, an e-commerce analytics company, shows that customer acquisition from email marketing has quadrupled over the past 4 years. That’s pretty impressive with all the social media talk crowding the digital space. This shows that people are seeing and hearing the messages put out in emails, and it is triggering them to make a purchase.

Email is amplified by Social Media

One of the main reasons that email marketing has grown over the past 4 years is that brands have learned how organic search, social media and email marketing work together as an effective customer acquisition “channel”. Think of the last time you bought something online. Where did you first hear about the online retailer? Was it a Google Ad, a promoted Facebook post or maybe a banner ad on a website. Maybe you saw it a bunch of times before you decided to click over to the website – there you were prompted to signup for the email list to receive 10% off your first purchase. This is a common road that many online customers take to get to a purchase. Take note.

Baby Boomers know how to buy stuff from email

While social commerce is growing and no doubt will be a major player in the coming years – it just doesn’t command a large percentage of e-commerce yet. There is not a large presence of baby boomers (or those approaching) using social media to make purchases. There are however, a lot of baby boomers signed up to receive coupons and specials via email. They are used to this and have been growing with this method of buying online for years – don’t downplay this demographic.

Moral of the story, just because the buzzword is “social media” doesn’t mean you should forget the keyword “email marketing”. Research your customers, develop a plan and get more sales – or hire someone who can.

Resources: http://blog.custora.com/custora-content/uploads/downloads/2013/06/Custora_EcommSnapshot_2013_Q2.pdf