Posted by ThinSquare ON Thursday , 5 Dec 2019 1 Comment
As you’ve probably aware of, email marketing campaigns are the single most affordable way of advertising with a stunning potential of attracting new customers. The reason for that lies in the fact that the email service is used by approximately 95% of adults worldwide, most of which spend ca. 5.4 hours a day checking incoming messages.
No doubt you will see the potential of well-devised email marketing campaigns in these stats, but the mere realization is not sufficient to guarantee success.
The best way to go about brainstorming email campaigns is in the traditional marketing approach. Shortly put, your customers may be “virtual”, but they are still people with feelings and expectations.
Many businesses fail to recognize the simplest rule of general marketing: making a customer feel special. The approach in online communication is not so different from the traditional way of doing things.
Know Your Audience(s)
Before we dive deeper into the matter, it is important to realize that a business may have more than just one target audience. I.e., depending on the niche a business operates in, different age groups may be interested in products, but they will be interested in different products and price ranges.
Defining the target audience is, therefore, the first step when deciding on the type of email marketing campaign to run.
Demographics are of unparalleled importance in this matter, so make certain to use insights to determine customers’ preferences and do it on a regular basis. Namely, audiences may change over time, and so should your offer.
Basic insights are normally retrieved with the help of sign-up forms, but you may decide to go one step further. A common approach to retrieving additional information includes paid surveys. Be direct about it, too. Ask the audience to complete a survey in return for an incentive. The incentive doesn’t have to necessarily be a product. It may be a discount on the next purchase or some other benefit. Experiment a bit to determine the best approach by listening to customers’ feedback.
Mobile Optimization for Best Results
Most emails are being accessed on mobile devices, with the trend steadily growing. It is, therefore, essential to make email campaigns mobile-friendly, as well as the company webpage.
In fact, the website experience is almost unilaterally the first impression a new customer will get about a brand, and we all know that first impressions tend to stick for a long time. Since every good email marketing campaign must include a call to action (which inevitably leads to the company website), mobile optimization must be taken seriously.
Responsive website themes are numerous and diverse, so optimizing your website shouldn’t pose a problem, but the matter of emails is a different issue altogether, not because marketers are unaware of the issue, but because there are numerous factors to consider.
It is recommended to test send all emails and then check access them on different devices and in different browsers (at least the most popular ones). Factors such as the number of characters in the subject line, display of emojis, font size and the loading speed should be considered.
Keep in mind that many mobile users access their inboxes from shared- and public connections and do not appreciate image-heavy messages. If you are using interactive content, opt for smaller, quality images rather than large ones. Contrary to popular belief, large images are not more likely to attract recipients’ attention either.
The Choice of Content
Once you’ve ensured the best customer experience by observing the steps described above, it’s time to consider what the actual messages should look like. The sky is the limit when it comes to available choices, but some messages are more welcome than others nevertheless.
First of all, no matter what type of content you have chosen to send, make certain that it satisfies customers’ expectations. The “expectations” are normally announced in the subject line, which is the single most important factor deciding the fate of the message.
For starters, most people suffer from chronic inbox overload. On top of the messages they must see (e.g., business emails), there are also promotional offers to consider. It is only natural to expect that people will subscribe to multiple newsletters in order to choose the most beneficial brand.
There’s a trick to it, too. You may subscribe to receive competitors’ newsletters so that you can compare the offers and get the upper hand in the campaigns to follow.
Universally welcome messages include receipts, order and delivery confirmations and appropriate feedback. As regards newsletters, it depends on the recipient. Make an effort to send specific newsletters that announce special offers and promotions to come.
Finally, all emails must include the unsubscribe button (to avoid your messages being filtered as spam) and contact information. Send emails in moderation, by observing best practices (and minding different time zones, if you run a global brand).
So, what is the conclusion? We’d argue that there’s no universal recipe for a successful email marketing campaign, but following some established best practices is always recommended. The key is, as always, in insights and feedback. Marketing campaigns are, after all, a continual effort to keep customers happy in the long run.