Time and time again, email marketing has proved to be one of the best ways to interact and engage with audiences across all lifecycle stages. That’s why it’s one of the most widely used marketing tactics and why so many companies continue to invest money into improving their process.
If you’re finding that your email marketing isn’t producing the results you’re looking for, or maybe it’s time to take your current efforts up a notch, then this article is for you. We’ll discuss 4 ways that you can start to improve your current process and take your email marketing to the next level.
Here’s a quick look at what we’ll discuss:
- How to reach more customers in a more efficient way
- How hyper-personalization can help improve your metrics
- How to utilize nurturing campaigns to build stronger relationships
- How important mobile optimization is and will continue to be
1. Reach More Customers, More Efficiently
Email marketing is a great tool because you can easily reach a large number of customers in a very cost-efficient way. Whether you’re a brand new business just starting to grow your subscriber list or a well-established company — the easier it is to reach your customers the better.
If you find you’re spending too much time sorting through your subscriber lists, adding new contacts, and determining who should receive what emails — there’s an easier way.
Of course, there are a variety of different options when it comes to reaching more customers in a more efficient manner.
One option many companies find useful is by using Gmail mail merge. This is a very cost-effective way to import subscribers lists, identify personalization indicators, and send mass emails out to your customers all through Gmail.
While other companies may opt to invest in a more costly solution such as an automation platform. Either path will help you reach more customers and help take your email marketing efforts to the next level.
- Hyper-Personalize Your Content for Best Results
It will most likely come as no surprise to you that personalization made it on this list. That’s because we can no longer ignore the idea of personalization. It’s become a must-have in the email marketing world and it’s not going away any time soon.
In fact, it’s become even more important. The new concept floating around out there is the idea of hyper-personalization: a marketing strategy focused on delivering only the most relevant product information, content, or ads.
Gone are the days of simply starting an email with a subscriber’s name. Here are a few examples of how hyper-personalization differs from traditional personalization:
- It leverages advanced technology to analyze data
- It combines real-time data taken from various channels and touchpoints
- It understands customers on a more granular level to build deeper connections
- If focuses on customer intent to deliver contextualized communication
Hyper-personalization is all about using the insights and data you have to improve the customer experience a step further. Getting ahead of this trend will help you stay competitive and start converting more customers.
- Create Nurturing Campaigns to Build Stronger Relationships
An effective email marketing campaign goes beyond the one-off sales alerts and company updates. To really make an impact, you must work to build a relationship with your customers. This is done through nurturing campaigns.
Nurturing campaigns are meant to help move a customer through the sale funnel and build stronger, more loyal relationships. There are a variety of different ways you can nurture your subscribers — and at many different stages of the customer lifecycle.
Here are a few examples of common, yet effective, nurturing campaigns:
- Welcome campaigns meant to introduce a new subscriber to your brand and start the relationship
- Reengagement campaigns designed to do the opposite — engage customers who have been inactive with your email campaigns for a designated time frame
- Abandonment campaigns that are meant to encourage customers to come back to complete a purchase on your website after they left something behind
- Product-focused campaigns that tell your customers about how your products or services can help alleviate their pain points and the benefits they offer them
The possibilities are endless when it comes to sending emails to help build relationships with your customers.
- Keep Optimizing and Creating Emails for Mobile Users
Mobile has become the preferred platform for reading emails. In fact, more than half of all emails are opened on mobile devices.
Knowing this, and that’s been a growing trend in recent years, you probably are already making some efforts to ensure your emails are optimized for mobile.
But are you doing enough?
That statistic tells us that over 50% of your customers are opening your emails on their mobile devices. You need to be thinking about your email marketing strategy with a mobile-first mindset.
What does that mean for you? That means when you think about sitting down to write or design your emails, you need to think about how it will look when a customer opens it on their phone or tablet.
You’ll want to consider optimizing things such as:
- The length of your subject lines
- How to use pre-header text
- The size and placement of your CTA buttons
- How your columns and images will display on a smaller screen
Even the smallest mess up can make a big difference on a mobile device — and your customers will notice. By keeping a mobile-first mindset, you won’t find yourself with embarrassing mishaps or losing sales due to poor mobile experiences.
Email Marketing is Still a Highly Effective Way to Reach Your Customers — Make the Most Out of It
Even with all of the new technology out there, email marketing is still one of the most effective ways to reach your customers. If you’re finding that your monthly metrics aren’t meeting your expectations, it’s time to take a step back and reevaluate your process.
These tips will help you move towards an even more effective email marketing strategy and allow you to improve customer engagement. With just a few improvements to what you’re already doing, you can expect to see big results.