Email marketing is still an essential part of marketing campaigns and is being used readily by many companies all over the world. However, some businesses believe that they aren’t very useful as more people are just deleting or ignoring them. There are many techniques that can be used in order to keep your email campaigns successful, so we have written a list of effective strategies that you should employ in your campaigns.
Reward loyal customers
Rewarding loyal customers is a great way for you to increase your amount of repeat customers and keep them coming back to your company, increasing customer relationships and satisfaction. Sending an email to reward them is also a great way to get people excited about your email campaigns and want to keep receiving them, as they get something positive out of it. As a company you also get something from rewarding your customers as it will increase the chance that they will become or continue to be advocates for your business, telling other people about your products and services, bringing in more customers for you.
Use customer data to create a personalised message. Using a customer’s name or showing products related on previous buying history or what they have shown an interest in before, is a great way to improve customer experience and increase the chances of them opening and engaging with the email. Email subject lines that are personalised with a user’s first name can increase open rates by 16%. A lot of companies are still not using personalisation in their emails, so by doing so you can stand out against the competition and improve your campaign performance.
Mobile friendly emails
More people are beginning to use their mobiles to receive and open their emails, so it is very important now to ensure your emails are responsive on mobile devices. If not, it can lead to people not bothering reading what you have to say and just dismissing the email, causing you to miss out on potential customers. In order to make emails mobile friendly you must implement a responsive email design, which most email service providers will offer within their email functionality. Take into account that on a mobile device it is harder to read large sections of text and can make people click off the email without fully engaging with it, so keeping the text to a minimum and only including the essentials will help your email be more mobile friendly.
Send the email from real person
Some companies send emails from a no-reply account, which can affect the amount of people that decide to even open the email as they think it is from an untrustworthy company or isn’t worth opening. When sending out an email batch, send it from an account that people can reply to and trust, letting people know how to respond if they with, so that their reply won’t get bounced or ignored. This will increase your customer satisfaction and relationship as they will see that you are real people and you are willing to help them if they need it.
Compelling subject line
Subject lines are often the make or break as to whether people bother opening the email. It is the first thing they see and sometimes their first impression of your brand. It is important to keep the subject line short whilst still being engaging and interesting that will make people want to open the email to find out more. It is important that you don’t trick people with your subject line, it needs to be related, otherwise people will get annoyed and brand your company as untrustworthy.
The timing that you send your campaigns is a very important element and should be something that you consider when planning your campaigns. To maximise your engagement with your emails, looking at when the best time to send is a good start. It has been seen that in the morning before your users are commuting and arriving at work, during the early afternoon, when most people will be on their lunch break or in the evening when they will be home are the three best times to send an email. This is just a very generalised look at customer behaviour, you still need to think about your audience and their lifestyle habits to best decide a good time to send to them. Whilst doing your campaign maybe send some emails out at different times to find out which ones have the best open response and then you will know in the future what is best to do.
Use Visuals and videos
Using images in your email is a great way to keep people interested and enjoy your email more. Users often don’t like to read too much, and too much copy can be boring to go through. Images are a great way to substitute some of your copy or break it up. Some users will only quickly skim through an email and images are a great way to catch their eye and actually make them interesting in reading what you have to say. Using video in your email campaigns is also a great way to get people interested. By using a compliment video or an explanatory video you can help explain your brand or message better. It has been found that video can boost open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26%, so it really is worth it. With all this being said, it is very important that you make sure you optimise your images and videos, so that they don’t slow down the email loading rate as said above this can have negative effects.