For many businesses, email marketing remains one for the backbones of their approach to marketing in general. Because this form of marketing has been around for so long it is easy to get stuck in old habits and use stale approached that will end up doing more harm than good. Here are a few ways you can update your email strategy for the modern era and get the results you need. While Email might be a dinosaur in the digital marketing game, it is certainly still alive and kicking.
Get your emails to hit closer to home.
One of the simplest mistakes that companies make today with their email marketing strategies is a lack of personalization in the text of the emails. By taking the time to make the effort to personalize the wording f your emails you can greatly improve the ability of the reader to relate to the content and place more trust in the ad and in the brand itself. A perfect example would be the greeting line at the top of the email: instead of addressing your emails to “drear customer” apply a program that will address the reader by name associated with the email account. This is a great way to get someone who might be skeptical of authenticity to open an email in the first place. The majority of email ads are never opened, so establishing the trust to get there requires a solid strategy that gets updated every now and then. Establishing trust with potential customers is massively important to any advertising campaign, not just email. SO making emails that seem legitimate and trustworthy can go a long way in producing a successful email campaign.
More clicks mean more sales.
Perhaps the most difficult aspect of any digital marketing campaign is getting your click rates to increase. Click rates measure exactly how many people are clicking on your email ads and how many sales actually result from an email that was opened by a subscriber. Improving your click rates will take time and will need to come from many different improvements to your emails, but are essential to the success of your email campaign. While the majority of emails stay unopened, having a measurable click rate is a must. Using the measurements drawn form click data, you can make changes to your strategy so that your campaigns get better with each update, making them slowly gain success with newer subscribers. Click rates don’t always increase at a steady rate but can be more seasonal, due to things like annual sales or seasonal promotions. Offering winter or summer incentives, for example, is a great way to retain subscribers and encourage them to click on email ads.
Update your look for the modern age.
Many older companies make the mistake of not updating the design of their emails and leave them the same for years at a time. This can make your emails seem stale and cause people to lose interest. Healthy companies change over time and so updating the look of your emails can be indicative of that change and expansion. Keeping your aesthetic fresh can help your subscribers place more trust in the authenticity and perceived authority of your brand, helping your click rates in the process. Ideally, you want to be conscious of how you are structuring the information on your emails as well. You want the most important data and wording to be at the very top, where it can be read immediately after it is opened. If there is some kind of sale or percentage discount included in the email, it should be presented with the largest font size compared to the other headlines and in the center of the email in order to grab attention more easily. Having a hierarchy of information will help you to retain the focus of viewers and keep their eyes on the email for longer.
Keep ner subscribers rolling in.
Keeping a steady flow of new email subscribers is incredibly important to any email-based advertising strategy. Because the majority of email ads are never opened or not properly received, it is important to keep fresh subscribers coming in at a steady rate. One of the best ways to accomplish this is to use email as the basis for creating an account with your company’s webpage, and then using that email list to target ads. New subscribers will be added as more people create accounts with your page. Even if the majority of the emails are never opened, sending them to new accounts will keep the opening rates from going down over time, allowing you to expand your lists. Gaining new subscriptions with things like special offers have proven to be very effective for many companies that have established subscription bases with millions of accounts, and can be translated to smaller or new companies.
Special offers can go a long way.
Retaining an air of exclusivity can help you to establish a perceived value in your brand. The idea is to get your subscribers to feel as though being a subscriber grants them additional access and privilege to certain promotions and discounts. By offering these regularly in some shape or form you can help create a sense of urgency in staying subscribed to a particular service for fear of losing access to exclusive content. This method has proven itself as a great way to get more people to stay subscribed to your email list and to increase the interest generated from email campaigns. Even if you are not able to offer a discount, something like a free t-shirt coupon, for example, could be very effective at establishing a sense of exclusivity to an email list.
Internet Marketing Company
Email marketing might seem like a tough way to gain attention online, but Digital Resource has the skills necessary to supercharge your email campaigns and update them for today’s business climate. Give our team a call if you have any questions about email marketing and our process for getting your emails on point. We are here to help you get your digital marketing off the ground.
Tyler was born in Ocala, Florida, and raised in Miami. Tyler has earned a bachelors degree in English from Florida State University, and is an Internet Marketing Specialist for Digital Resource. As an experienced musician and writer, Tyler has a wide range of abilities to bring to the table in the most professional way possible.