Did you know that 77% of users surveyed online prefer email messages over any other form of communication? In fact, the ROI through this medium is higher than through other channels. At RandomX, as a marketing agency, we understand that email is the most important and effective way to attract customers, which is why we devote significant resources to email marketing. But how do we ensure that we get the most out of this medium?
When it comes to digital marketing, email marketing is king. At RandomX, among the things we do as a marketing agency is sending periodic and proven strategies based on value content found on the market segments of your company, eventually adding premium content.
Of course, we send the content to strangers who give us the email on their satellite page through forms. In this way, we seek to make people aware of your products, and through some offers established by your needs to become customers.
In the same way, we send offers or discounts to your current customers to motivate them to buy again, and in this way turn them into repeat customers. In this way, we offer recurring customers premium content, offers, and promotions in exchange for advertising on their various social networks.
Here are five tips for successful email marketing:
1) Know your goals
As with any marketing campaign, being clear about your objectives is the key to success. To develop a viable strategy, we must know what we are trying to achieve; otherwise, we can destroy our contact lists by sending out unwanted messages.
With the email marketing strategy, we give different uses to this medium. The mail, in addition to allowing us to stay in touch with your loyal customers, helps us to communicate new offers or share the latest tips and tricks in your industry.
When preparing to create an email campaign, we must consider whether we are looking to maintain customer loyalty, build trust with active customers, or boost short-term ROI with a promotion. Once the objectives are defined, we must ensure that the emails (and their messages) are configured to achieve them.
2) Start a dialogue
Email for us is more than self-promotion. It is one of the few electronic channels that allow us to communicate in a format with more than 140 characters. This feature of the mail gives us the possibility to start a dialogue with your contacts.
Your emails don’t always have to have an attractive call to action to encourage readers to “buy now” or “buy today. Instead, we have the opportunity to encourage responses, comments, social sharing or other forms of participation from your contact list.
At RandomX, we believe that interaction with customers is critical. From this point of view, if we send emails from an unresponsive email address, customers and prospects will not be involved with your brand. As with any relationship, building a bond can take time. Besides, this allows us to know your contact list so that we can send information of interest and importance before jumping to the end of the cycle.
3) Segment, segment, segment!
We have already spoken and advised on the benefits of segmentation in content marketing. We should apply the same for email campaigns. By segmenting your database, we make your messages increasingly relevant and timely for the recipient.
For example, if someone has become a regular reader of your blog and has signed up to receive content in their inbox, they are probably not ready for product offers or emails with more aggressive sales messages. Instead, you can send them evergreen content (information that is relevant over time) or a summary of the latest blog posts.
Only after seeing the user’s commitment to the brand do we get to the next level with emails, and right here, make it clear how your product can be of interest to that user.
Of course, when we have someone’s email address because they have subscribed to our blog, it gives us the opportunity to send them emails in order to showcase your company’s services and products. Perhaps, we can start with a summary of some publications or an e-book. We are sure that whoever comes to your website through a free trial, their emails can communicate the value of paid products.
Remember that your contacts are not all at the same stage of the funnel. Taking into account where they are in the cycle and segmenting accordingly, allows us to send relevant emails, to feed the relationship with potential customers in the cycle.
4) Test A / B
Unless you are at 100% open figures, click rates and conversion rates, there is always room for improvement. Simple A/B tests can provide the data you need to send effective emails. Instead of relying on what you think will work, you can run tests to get quantifiable results.
A/B testing of your emails will help us determine the optimal combination of email elements. It will also provide us with information about your next e-mail move. Fortunately, there is no shortage of testing options. Although you should only test one variable at a time, some options to test include copy, subject lines, calls to action, email length, style, tone, order, and even layout.
Don’t be afraid to test and make drastic changes. It is essential always to make sure that the sample size is statistically significant.
5) Email Reorientation
There is evidence that email, along with the navigation screen, are effective elements in a marketing strategy. At Ciclo Atracente, we believe that at a time when people receive so many emails, and do not always click through, email redirection can be an incredibly effective way to stay engaged with your email contacts.
How does this work? It’s very simple. We place a piece of code in the HTML of your emails, and when they open it, recipients will start seeing your ads all over the web.
Any company that uses email marketing will find email redirection valuable in their efforts. This will undoubtedly greatly improve the reach of your campaigns. Complementing email with the navigation screen keeps your brand in the minds of newer contacts and promotes sales by encouraging existing customers.
Email is a channel with a significant opportunity. Define objectives, stay focused, measure results and don’t be afraid to try new things. There is always room to take your email marketing efforts to a new level, grow your customer database, and build lasting relationships with your brand’s friends.
