When it comes to delivering ROI, email marketing still holds the top spot. The power of ‘the email’ remains unmatched as it is said to convert a higher number of customers than social media. Your path to commercial success needs to have a place for email marketing in it. As is the case with anything else, if you want to reap the maximum benefits, you must know how to do it well.
With a little guidance, there is scope for endless growth. With this piece, we aim to equip you with a few hacks that you can use to make the most out of your email marketing campaign. If you incorporate these in your strategy, your customer engagement will be through the roof within no time.
Customise your Emails.
Email personalisation is the key to achieving a better customer experience and sales revenue. You need to tailor the content you send out to your customers rather than sending a generic email to everyone. Doing so makes the customer believe that you have put in some effort, and they generally feel more understood. Personalisation will also be beneficial in reaching customer retention and win-back targets.
It sets the tone for a stronger relationship between the company and the client while keeping them interested. You can begin by segmenting your subscriber lists based on any parameter you choose. Then, you can go ahead with developing separate email campaigns for those segments to make content more relevant.
Work on that Subject Line.
Harsh truth, but many times, the subject line will be the only thing subscribers will read in your email. This aspect makes it even more important to invest time in a catchy subject line. Research shows that subject lines with the customer’s first name have a higher open rate than those that don’t. Try to include customer data in the subject line as much as possible, as this adds an element of credibility to your email. Apart from this, ensure that the email’s subject isn’t too long (around 3-5 words) to prevent the customer from getting distracted.
Use User-Generated Content.
As the name suggests, a customer creates ‘user-generated content rather than the company. This content can include online reviews, social media posts etc. and offers great sales potential for the company. Consumers today want to interact with authentic content and something relatable. For authenticity purposes, they want to see posts of others that have used the service or product of interest.
User-generated content helps build trust and makes the bond between a customer and company stronger. Many people rely on online reviews to make their buying decisions. The key to collecting user-generated content is by asking the customer to submit content themselves, which they will be happy to do in many cases. You can push them to use a hashtag in their posts to get a greater reach.
Encourage Social Sharing
Email marketing and social media are two sides of the same coin. They share a symbiotic relationship wherein one helps the other grow. It is always a good idea to unite these two to achieve excellent results. You can consider sending posts to your followers asking for new subscribers or run an ad campaign with an email sign up form attached.
Also, make sure to add the links to your website and social media in every email you send out. When you send out emails, remember to design them to include a shareable section that the subscribers can post on their social media handles. This approach can organically boost your reach and attain new followers.
Automate Your Campaigns.
Customers tend to share demographics, interests and buying patterns. As discussed above, you can consider forming customer segments based on user data. This data describes their background and how they interact with your content/website. Many third-party companies provide cutting-edge email automation solutions for the same, with automated emails such as welcome emails, birthdays, etc. With automation, you can save up on valuable time and even cost, in some cases.
Growing your email list is way easier than it seems, as all you need to do is ask your subscribers for referrals. Unless you explicitly ask, many of them won’t naturally forward your content to their family or friends. Most people rely on their family and friends for suggestions to make their financial decisions based on that.
You can also offer incentives such as coupons, offers, gift cards, free giveaways etc., in exchange for referring their loved ones to your company. If a customer sees a reward at the other end, they will be much more willing to share these details with you.