Email marketing is still the king of digital marketing. It is the most effective digital marketing channel yet most businesses do not use it to its potential. Follow these steps to make the most of your email campaigns.
If you are sending one email to your entire subscriber base, you are leaving a lot of money on the table. You need to segment your customers and send different emails to them. Think about it, if one segment of your customers is inactive, you may want to include an incentive such as a coupon to entice them and get them to purchase. If one segment of your customers tends to buy luxury products, you want to send them information the latest designer jeans that you are offering. Each segment reacts to a different message.
Mobile Friendly Emails
Research shows almost a third of emails are viewed on mobile devices. Ensure that all your emails are mobile friendly and provide a seamless experience regardless of the viewing medium – mobile or laptop.
Consistent Messaging Across Different Channels
If your email subscriber list has customers who are also on your social media subscriber list, you need to ensure that you send a consistent message to them on email and social media. For instance, a high-value shopper should get an email with information on designer jeans and your post on her Facebook wall should contain a link to the designer jeans as well.
One assumption we are making here is that you have access to complete and credible customer data. It is very important to ensure that you have complete customer data (enough to create detailed personas). Please download the eGuide below to see how your email marketing revenues will increase with complete customer data.
Hope this is helpful. Please let us know if you have any comments or questions.
Image(s) credit: Monetate