Email marketing is a critical facet of your inbound marketing strategy. It allows you to connect with customers who are genuinely interested in the goods and services offered by your business. This might include customers who have signed up for your mailing list in order to access specific information on your website, customers who are interested in promotions put out by your business, or customers who have ordered from you in the past. Unfortunately, with inboxes full of spam and dozens of companies emailing them every week, customers may ignore the emails that come from your company–unless you use these effective email marketing strategies that will have customers opening your emails more often.
1. Personalize Your Messages
Customers are no longer content with the same generic marketing email that you’ve sent to everyone on your list. They want something that acknowledges their importance to your company! When you personalize your emails, from inserting the customer’s name to ensuring that you’re sending them information about products and services that are relevant to them, you increase their engagement by 74%. Personalized content also increases click-through rates by as much as 14%, making your emails far more effective with it than they are otherwise. Try some of these strategies for personalizing your emails:
- Segment your emails. This could be as simple as differentiating between two types of customers or as complicated as sending different messages to several different demographics. Think about your buyer personas and take the time to note what makes them different, then segment your email lists accordingly!
- Pay attention to where customers are located–especially when you’re offering promotions that might not be available in every location. Send them emails that are relevant to their needs.
- Send out emails that are triggered by specific customer behaviors. This helps personalize customer emails to the stage of the buyer’s journey they’re currently moving through, rather than providing information too early or too late.
2. Create Great Content
If you want customers to read your emails, your first goal should be to create emails that your customers want to read! Sales, promotions, and information about new products is great, but if you really want customers to open those emails and click through to the website, make sure you’re designing content that will genuinely benefit your customer. This could include:
- Answers to frequent questions asked by customers who have purchased products like theirs.
- Information that your buyer personas need or want on a regular basis.
- Amusing anecdotes or comics that will relate to your customers.
- Information about products that buyers might be on the fence about, from more data about new brands to increased information about how a product is used or how it can solve a problem for your customers.
Keep in mind that email content doesn’t have to be designed to sell your products! While it’s great to reach out to customers with information about sales and promotions or to offer them discounts on your products for being a mailing list customer, you want your emails to be worth reading even when customers aren’t in the mindset to buy.
3. Create the Right Subject
It’s not just about subject length (though 60-70 characters is optimal, if you want your customers to open and read your emails). The right subject for your email will have qualities that will make customers want to open it up to see what you’re offering. It’s like a headline designed specifically for inboxes–and writing it correctly could be the difference between an email that’s opened and one that goes straight to the trash folder. While your email subject doesn’t have to have all of these characteristics, utilizing them properly will help increase the effectiveness of your email marketing campaign.
- Entice customers to open your email with a subject line that sounds interesting or intriguing.
- Add an element of humor to help amuse customers.
- Use a subject line that’s relevant and honest. Let customers know what to expect when they open the email. While using a “bait and switch” technique is one way to get customers to open one email, it will keep them from opening emails in the future–and might cause them to unsubscribe altogether.
4. Pick the Right Frequency
There’s a careful balance between sending so few emails that your buyers forget all about your company and sending so many emails that your customers are irritated or frustrated by them. Finding that balance for your customer base is critical to ensuring that your emails are as effective as possible. The best way to discover your sweet spot is through regular testing. You want to be sure that you’re sending the right number of emails at the right time. This might include:
- How regularly you send out emails
- The time of day when emails arrive in the customer’s inbox
- When you send emails
Note that the secret isn’t always sending fewer emails. One campaign designed by charity: water sends out email updates at each step along the way as money is used or projects are completed–a great strategy that keeps people more interested and engaged in the project. Exactly how often and what time you should send out emails, however, will depend on your specific customers–and those are different for each company.
Designing the best possible email marketing campaign for your company takes time and testing. You’ll need to experiment with the strategies that work best for your customers. Thanks to the data you’ve collected, you know your customers best–and creating your campaign to help them is the best way to ensure that you’re being as effective as possible. need more help designing the ideal email marketing campaign? Contact us today to learn how we can help.