E-mail marketing is the digital equivalent of direct-mail marketing and in spite of social media’s recent rise in the marketing and communications department, it continues to produce results.
However, surveys have shown certain businesses enjoy significantly higher click-through and conversion rates with their e-mails than others.
Obviously they do things in a different way than their competitors, but what exactly is it they do differently?
As it turns out, the highest success rates from e-mails are generated by companies which employ a series of proven techniques and follow principles to make sure the e-mails they send are actually liked by their customers enough to make them have a look inside.
The Right Customers
You need to find the right e-mail list because if you are wasting resources by sending e-mails to people and businesses that have no interest in what you are selling, your communications are a waste of time.
For example, if you are a B2B business, you need to use a reliable e-mail finder service to check the addresses on your e-mail lists, so that you can direct your efforts and resources more efficiently in the right direction and not waste them on personal and spam addresses.
The Right E-mail
Once you have the right set of customers to send your communications to, the next step is to personalize each e-mail you send, as much as you can.
The more personally appealing it is to the customers, the more relevant the e-mails will feel to them. If a customer feels that an e-mail contains something that they might be interested in, they will at least take a look.
Automated and Targeted E-mail
Important as the customisation and personalisation part is, it isn’t something that you will be able to do manually, except in very special cases.
This is why you need automated emails. Take Amazon, for example; they have a fully automated email system which sends suggestive e-mails to the customers based on their browsing and buying history. You may need to invest in something similar as well.
Say No to firstname.lastname@example.org
By their very name, these e-mail addresses seem somewhat offensive to the customers. Think about it; you are sending an e-mail to a customer with a clear instruction that they are not supposed to reply – that’s not very customer-centric, to say the least.
Avoid using the email@example.com addresses and stick to something the customers can actually reply to if they want. Discouraging them to reply to a particular e-mail will simply shut down a potential door to customer engagement.
Perfecting the Copy
Each copy you e-mail to your customers/subscribers should satisfy the four basic questions below before being sent out.
- Would you take the time to read it?
- Is it too long?
- Is the tone appropriate for the kind of customers you deal with?
- Is the call to action (CTA) well implemented?
If you make the effort to follow the tips above, you will be following a proven path to e-mail communication success.
With thanks to clickintelligence.co.uk