Email is still one of the most effective online marketing tools for generating leads, nurturing prospects, and staying connected with existing customers. When used effectively, targeted emails will enhance relationships with prospects and customers by providing timely and valuable content.
To optimize effectiveness, emails should be personalized and tailored to specific preferences, interests, or requirements. The more personalized the communication, the more it engages.
Lauren Freedman, President of the e-tailing group, states:
“Personalization is no longer optional, and customers are embracing personalization attempts. … At a minimum, customers expect to be delivered targeted content and product offerings based on their past behaviour. Ideally, they want to be treated as individuals with unique customer tastes and preferences. … Conversion gains accelerate as marketers’ targeting efforts progress through a graduated scale from segment-based targeting to automated, one-to-one personalization facilitated by technology.”
The 12 Most Important Elements for Email Marketing
1. Relevancy
Make sure content is relevant for the particular target audience and for the specific phase of the decision making process.
2. Subject Lines
Open rates are dramatically impacted by the quality of subject lines.
3. Preferences/Segmentation
Continually update contact preference information so that lists can be segmented and targeted accordingly.
4. Quality of Database/List
The subscriber list should be kept current and updated with preference information so emails can be more refined.
5. Opt-In
Email should not be used to spam. Developing an opt-in, permission based list is the right approach.
6. Timing
Send emails at appropriate times (e.g. new season, one month before events, first thing in the morning, etc.).
7. Strong Welcome Email
Make new subscribers feel welcome; validate their decision to opt-in.
8. Diversity
Mix the type of content so emails do not get stale (e.g. promotions, information/ education, humour, tips, etc.).
9. Integrate Social Media and Email
Use social media platforms to promote email subscriptions, and email to encourage participation on social platforms.
10. Different Content Types
Use video, infographics, images, and other content types to make emails more compelling.
11. Optimize for Mobile
More and more emails are being accessed on mobile devices; this trend will continue.
12. Testing
All elements of email marketing must be tested, such as subject lines, content, calls to action, time of day, day of week, etc.
Email marketing should be an integral part of any online marketing strategy. However, it should not be done haphazardly. Be mindful of the “must-do’s”, and increased leads and conversions will follow.
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