“If Social Media is the cocktail party, then Email Marketing is the ‘meet up for coffee’, The original 1 to 1 channel.”-Erik Harbison
If you are one of those marketers who thinks that email marketing is not as effective as other methods of marketing, you have another ‘think’ coming!
In the current marketplace, the buyers have become more demanding than ever before and they expect a personalized marketing approach! And, what better way to offer them personalized marketing than email marketing? Email marketing enables you to establish a one-on-one connect with your prospects!
Stats also affirm this fact! As per Statista, 49% of consumers say that they would like to receive promotional emails from their favorite brands weekly.
As a marketer, you definitely would like to adopt marketing strategies that offer you a good ROI. And, email marketing will not disappoint you there because for every $1 you spend on email marketing you can expect a return of $42! (Source: DMA 2019)
For email marketing to be effective, you need to understand your prospects and create emails that connect with them. The thought process of most customers can be best captured by the following quote:
“I want to do business with a company that treats emailing me a privilege, not a transaction”- Andrea Mignolo
Here are a few tips on how you can make your email marketing effective to grow your business:
- Personalization Is The Name Of The Game:
Stats reveal that the average email open rate is 20.81%- surely not good enough! But it is in your hands to make this 50%! According to Yes Lifestyle Marketing 2017 report, emails with personalized subject lines generate 50% higher open rates!
Also bear in mind that “Personalization is not about the first name or last name. It is about relevant content.”-Dan Jak
- Importance Of A Strong Headline:
On an average 8 out of 10 people will read your headline and only 2 out of 10 will read the rest.-Brian Clark
The headline of your email needs to be catchy to increase the open rate. As said despite the catchy headline getting the recipients to read the rest of the content is a challenge. It is equally important to create relevant content.
- Create Compelling Content:
It is not just enough for your customers to reach for the inbox, you need to engage them. This is only possible by crafting relevant content that is genuine and honest. The content should clearly convey the message intended to the recipients.
- Make Your Email Interactive:
One of the most effective ways to engage your recipients is by making your email interactive. Stats reveal that emails that include videos increase the click rates by a whopping 300% (Martech Advisor’s 2017 data) You can also include sliders, GIFs, etc. in your email to make it engaging.
Although not exhaustive these are some techniques to make your email effective.
And, you are still doubtful about the effectiveness of email marketing, it has the power to grow your business! This the reason that 81% of SMBs rely on email marketing as their primary customer acquisition channel and 80% for retention (Emarsys 2018)
In the word of Hans Smellinckx- “If you are not seeing Email channel as a money-making machine, you have the wrong strategy.”