How does a business use email marketing to be one of the most powerful tools in the marketing mix?
Email marketing is an extremely cost-effective way to engage with customers, both as a proactive and reactive campaign.
Stats show that ‘Email marketing has an ROI of 3800%’* making it an incredibly appealing marketing tool. Often the barrier for many businesses we speak to is how they can take full advantage and make it work for their business.
So, there are several ways to improve the effectiveness of an email campaign to ensure that it works its hardest for a business and reaches the broadest range of customers, a few of these methods will be discussed in this blog.
Firstly, don’t miss the opportunity to begin a customer’s journey and connection to your brand with a positive start, welcome emails are proven to gain high traction for ongoing reach and interaction. ‘The average open rate for a welcome email is 82%.’ **
Use this to your advantage and include any additional information or promotional material that would be beneficial to a new customer. This engages them from day one and will encourage them to open future emails.
Secondly, personalisation is an essential element of connecting with the customer directly because it increases customer engagement and ensures an email stands out in an inbox full of potential. ‘Emails with personalised subject lines are 26% more likely to be opened.’*** It can be as simple as adding a customer’s name into the subject line of an email newsletter to be enough to encourage greater click through rates, ‘74% of marketers say targeted personalisation increases customer engagement.’****
With these simple steps implemented, you now have a customer’s attention so the next challenge is maintaining momentum. In order to retain attention and interest it is the regularity of an email newsletter campaign that now becomes key. ‘Open rate is highest when companies send two emails per month.’*****
The content of your email newsletter will need to have a variation of theme and message, however, the tone of voice, branding and format of an email newsletter campaign needs to be consistent to keep the brand at the forefront of a customer’s memory. It is important to get a balance in the volume of email newsletters being sent as too many will encourage unsubscribe rates yet regular email newsletters sent 2-3 times a month will be positive for a customer’s retention of interest.
If you have found this blog useful to understand the importance of your organisation using the email marketing techniques we have covered and are looking for other areas of improvement; let’s discuss ways that we have been successfully growing our clients’ campaign strategies, and more importantly the ROI associated to them: for your benefit.
***Campaign Monitor https://www.campaignmonitor.com/resources/guides/email-marketing-new-rules/
*****Database Marketing Institute http://www.dbmarketing.com/2011/10/how-does-frequency-of-e-mails-affect-open-click-and-conversion-rates/