The best marketing program is doomed to fail if your customers and prospects don’t have access to your message. Despite the popularity of social media and other means of connecting with your prospects, email remains one of the best methods of making and maintaining customer connections: 44% of all email recipients make at least one purchase via a promotional email. So how can you build an effective email campaign?
- Avoid blasting unsolicited emails. Email lists, like so many other things in life, fit into the “quality over quantity” category. It is no longer a best practice to blast unsolicited emails to millions on a “cold list,” and doing so can land you on blacklists and annoy customers. Instead, grow an organic list by collecting contacts from opt-in forms posted via call-outs on your website, requests at the point of sale, social media networks, and even in-store QR codes and store receipts.
- Get personal. You have the right list, now consider segmenting it (that is, employ data you already have about customers to customize emails). In one survey, customers who were reached through a segmented list had 21% higher average click-through rates. Simply personalizing subject lines can do the trick: They are 22.2% more effective than generic subject lines.
- Tell people what they want to hear. This doesn’t mean lure in customers with overarching promises. The best way to truly reach customers is to offer them relevant, timely content. To do so, you have to strike a balance. Don’t send too much data or too little. Give subscribers what they want to know: industry tips, info about big events, and the inside scoop on company announcements. A survey of business-to-business (B2B) marketers revealed that 71% say that creating relevant and compelling content is the most effective means to achieve their email objectives. The idea is to build a relationship with potential customers so that they look to your emails for information, insider sales intelligence, and more.
- Formatting matters. Many subscribers will be viewing your email on small, mobile devices, and as many as 60% of customers have images disabled. Keep these formatting issues in mind as you develop emails. Make sure your message is short, compelling (with and without the images), and mobile friendly.
By carefully compiling your email lists and crafting compelling emails, you won’t simply bombard potential subscribers. Instead you will build relationships with long-term customers.
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