Business owners often overlook email marketing campaigns as a marketing strategy but they’re actually incredibly useful. Email marketing offers the highest return on investment of all marketing strategies with an ROI as high as 4400%.
If you don’t already have an active email marketing campaign or are looking to improve a campaign, here are some tips to keep in mind.
Take Advantage of Segmentation
One of the great advantages that email marketing provides is the ease of segmentation. Each of your readers has different preferences but you can use segmentation to make sure they only get the emails that are most relevant to them. Some may respond best to news emails, coupons, or event notifications. Make sure you understand the demographics of your customers and what they want in the emails so you can segment them appropriately. Highly targeted emails that are relevant to your customers will be much more valuable to your business than broad emails sent without segmentation.
Be a Storyteller
Marketing emails can be very dry and tedious, but they won’t be if you write them well. One of the best ways to capture the attention of your audience is to tell an emotional story. You certainly don’t have to pour your heart out, but incorporating a story that evokes feelings in the reader before getting to the product or service promotion is a great way to improve your emails.
Use Clear Calls to Action
Your business sends marketing emails with the goal of getting the customer to do something. The call-to-action button is how you make that action clear to the reader and prompt them to interact in some way. Without a clear, easy-to-find call-to-action button or link, your emails won’t be very effective.
Make Emails Mobile Friendly
Just like with your website itself, keeping your emails mobile-friendly is critical for reaching as wide an audience as possible. Research indicates that 71% of customers will delete an email immediately if it doesn’t appear correctly on their mobile price. If you don’t want customers to send your emails straight to the junk bin, make sure they’re all mobile-friendly. Large, bold headlines and easily clickable call-to-action buttons are two parts of making emails mobile-friendly.
Choose Sending Frequency Carefully
When it comes to choosing how often to send your marketing emails, there’s a delicate balance between too frequently and not frequently enough. Customers are likely to unsubscribe from your email list if you bombard them with too many emails in a short period. On the other hand, customers may forget about your company if there’s too much time between emails. One way to strike the right balance is to track engagement on your emails. If it’s low, consider sending less frequently but if it’s high and you aren’t losing subscribers, you’re probably in the sending sweet spot!
There’s no one right way to run an email marketing campaign but these tips can help point you in the right direction for more successful emails.