As compared to a few years back, the way business is done nowadays has changed. A new business is today called a startup, selling goods on the internet is e-commerce and staying connected with the target customers on social media has become a necessity for brands. But, what hasn’t transformed is the way marketing is done. Yes, digital marketing has taken over the consumers like a storm, but the oldest form of marketing i.e. Email marketing stands strong and relevant.
As per a report by Salesforce, email marketing has an average ROI of a whopping 3,800 percent. For every dollar invested, the average return is $38. Also, according to WordStream, it is considered to be the third most influential source of information for B2B audiences.
Thus, let’s look at the 5 essentials of email marketing, a targeted and most cost-effective method of reaching out to both existing and potential customers-
1. Want a click…Get your subject line right-
What attracts us to a book, an article or even a blog post, it’s the title or headline. An attractive, catchy or interesting headline is half of the job done as it gets the reader to take the desired action of holding a book, newspaper or clicking on a link. Similar, when it comes to email marketing, with a plethora of brands vying for a single customer’s attention, an appealing subject line is all it takes to open that email. In fact, you will be surprised to know that 35% of email recipient decide whether or not to open an email based on the subject line. That’s the importance of subject line so brainstorm and choose the one that will work the best and deliver the right message to your target audience.
Cashing on the psychology of fear of missing out-
- JetBlue: “You’re missing out on points.”
Funny subject line-
- Thrillist: “Try to Avoid These 27 People on New Year’s Eve”
2. Use Videos to increase conversion
Visual content amongst consumers is growing and last year proved the significance and benefits of this medium over textual content. In 2018, it is predicted that out of all communications, 84 percent of them will be visual. It is also estimated that video content will account for 79 percent of all internet traffic. Now, that number is massive and can’t be ignored. So, why not incorporate this aspect while communicating with customers over email?
If an engaging and entertaining video has the power so going viral just, imagine its potential when it lands in the inbox of your customer. And we don’t say it, statistics shared by Campaign Monitor shows that including video in email can increase open rate by 19% and increase click-through rate by 50%. Well, this data says it all. However, there is another interesting figure shared by Vidyard, personalized videos boost email conversion by 500 percent or even more. It involves details such as the recipient’s name, company, etc. that are embedded in the video.
So, if you have the resources then marketers should look at customizing and creating videos within the email, creating GIFs or use photos with a play button that redirects to the video to grab attention.
3.Make customers feel important by personalization
One of the biggest advantages of email marketing is personalising it for individual customers or a particular groups. With the era of blast emails become obsolete, the new technology of real-time email marketing is gaining momentum. It helps in offering individual customers special deals according to their taste and preferences or on the basis of theirs spends, regularity or special occasions, thereby, making them feel more valued. For instance, sending an email to customers on their birthday offering a discount on food or shopping.
This gets brands instant acknowledgement and also, helps in developing and maintaining a long-term relationship with a customer that can result in increased sales and also customer loyalty.
4. Optimize it for mobile devices
Nearly 3 in 5 consumers check their email on the go (mobile) and 75% of them say they use their smartphones most often to check email as per Fluent “The Inbox report, Consumer perceptions of email” (2018). Also, 61% of emails are opened on mobile, 15% on desktop and 24% in a webmail client. – Adestra “Top 10 email clients” (July 2017). This data clearly indicates that by not optimizing the email to display on mobile devices, your company is straight away neglecting more than half of the database.
Therefore, here are some tips for optimizing your email for the mobile-
- Keep your email under 600 pixels wide as with this size users won’t have a problem in viewing emails that were otherwise formatted for large computer screens.
- It is recommended using larger font size around 13 or 14 pixels makes foreasy readability on a small screen.
- Use smaller images as they reduce load times and bandwidth when viewing on mobile.
- Provide a distinct call to action that can be achieved by a single tapor click.
5. Want traction, make emails Shareable
What makes an email successful? Most people would say deliverability, opens, and clicks. Along with this, nowadays its effectiveness is also measured by it being both engaging and shareable. An email that can be circulated increase awareness of your brand or product while expanding your reach online. It also leads to a rise in conversions and opening your brand to a set to the secondary audience that might find your content interesting and eventually, would want to interact with your brand. Therefore, include relevant memes, infographics, social or funny messages, in your emails that will encourage subscribers to follow you.
So, try incorporating these 5 essentials of email marketing tips to your email to attract newer customers or clients and to develop a stronger relationship with the existing one.
Don’t forget to tell us your experience!