Email marketing should still be one of the pillars of your overall marketing efforts. We have heard the rumblings about how email marketing is dying. Some of the doom and gloom bubbling up around the so-called death of the marketing tactics has some merit. In the marketing industry, it always pays to look beyond the hype to the truth beneath.
Indeed, you cannot continue the practice of creating one-size-fits-all emails for your entire email list. The strategy of casting a big net and hoping for the best is on its last legs, and rightly so. No one wants to keep receiving emails around items or services in which they have no interest.
What should you be doing when it comes to email marketing in 2019? Proving your value above all else? How will your customer’s lives end up better if they take the time to click on your email? Using the following best practices in your email campaigns can provide you with a revamped, more powerful tool for engaging your customers and generating conversations.
1. Forge a Human Connection
We cannot stress how important it is that you speak directly to the person you are contacting. Respondents need to know you took the time to learn about their interests and want to engage them on a deeper level. Go beyond just slapping their name in the header. Talk about any issues you have noted and how your expertise can help them find a solution. Think beyond mere clicks and focus on forging bonds that pay off with ongoing brand loyalty from your contact.
2. Give Your Emails a Facelift
Do your emails look the same as they did three or four years ago? Consider updating the look of your emails with some eye-catching imagery. Base decisions on your images around the audience you are targeting. Your image choices should be based on the target audience. Also, make sure any imagery used accurately reflects your brand.
Keep things simple if your stats show your audience prefers a cleaner presentation. You can still encourage them with more direct questions and updated prompts, encouraging them to do a deeper dive into your offerings. Be careful not to bog your emails down with visuals that overwhelms your contact.
3. Invest in Automation
An email automation tool should be more than just a time-saving convenience. Well-executed automation can help you build personalized email campaigns directed at specific audiences. You can immediately send out a “Thank you for visiting” style email greeting when someone takes a specific action. You can find contacts in your database who have not visited your channels in a while and let them know you are thinking of them.
4. Use Analytics to Your Advantage
Make sure you are collecting data every time a customer engages with you. Every webpage and social media channel should have some tracking mechanism that captures the habits of your visitors. Keep updating the information your information so that your email campaigns mirror your most recent data.
5. Make Your Emails Mobile-Friendly
More than half of emails get opened by mobile users. You do not want your communications bypassed because they are too hard to read on a small device. Use a mobile-first strategy when it comes to designing the content of your email copy. Subject lines should catch the user’s attention and accurately reflect what they will find inside the email. Improve the user experience by providing a clear CTA designed to avoid inadvertent taps from users.
Coming up with successful email campaigns can be a daunting task for companies already overwhelmed with day to day business concerns. First Source Interactive helps by taking over and crafting promotional messages geared at your target audience. Contact us today for a free quote, or to learn more about how we can help you gain better ROI from your email marketing campaigns.
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