Last Updated on September 13, 2024
Email has been around for decades. Everyone knew email was here to stay when printed order forms started asking for your address. Even though it’s a common form of communication, businesses are still experimenting with ways to make it work for them.
Sending messages electronically already bear significant financial benefits, but generating revenue for business is another matter. The average email account can automatically sift through incoming mail to determine which is important and which is spam. The lack of email openings has hit online marketers hard to the tune of a 12.5% drop in open rates.
In order to generate more hits through emailing, marketers will have to adopt new skills. Here are a few tips that will help you achieve more marketing success through email.
Segmentation
Have you ever signed up for Pinterest and had to select categories? That’s similar to how email segmentation works.
Whenever a customer’s purchases a product or signs up for a mailing list, they are categorized according to their interest group, date joined, recent activity, or merge field. This makes it easier for the business to send that person personalized messages. A prospective customer who receives an e-mail that is made out to them is less likely to immediately dump it in the trash.
Integrated Marketing
Social media has its own effective method of sharing information. So, why leave email out of it. Through integrated marketing, you can link directly to your company’s Facebook page. This is a sure way to spread the word way past a personal email.
Embed relevant blog posts within your e-mails. Announce contests that reward re-shares and publicize the winner in the next batch of emails. Follow the same Las Vegas casino billboard ploy. Tell them, “The next winner could be you!”
Lead Identification
Good businesses have a product they know people will buy. Great businesses know the people who will buy that product. The great thing about segmentation and social media integration is how they bring you closer to understanding your ideal sales lead.
Let’s say you’re a Miami realtor looking to sell a beachfront condominium. You’ll be able to line up some prospects just by listing how many have given a “like” to an article about Miami’s nightclub scene.
Accessibility
No matter what form your mailings take, make sure to keep your message light. You’re enthusiastic about wanting customers to save 35% on their next clothing purchase. But, you don’t want to be too heavy handed.
Keep each paragraph short so the reader won’t tune out reading a wall of text about how many features your new watch has. Spend your words telling them about how confident this purchase or service will make them feel. You should be up front about certain terms related to your deal, as well. If there are any deadlines, don’t be afraid to put them in bold or highlight them in red. You could also hyperlink that text to the main page.
Above all else, just be friendly. Pretend you are catching up with an old friend.
