Here’s an interesting fact: the average internet user receives about 120 emails every single day.
In other words, although an email marketing campaign can still be an extremely effective means of reaching customers, it’s more important than ever to make sure your messages stand out in someone’s inbox. The first step is making sure they even reach the inbox. Use an email checker like neverbounce or Hunter.io to verify the email addresses you’re sending to and increase deliverability rates.
Despite the high competition, brands still implement this strategy because it tends to be very successful. Email marketing is also highly cost-effective. Consider the following statistics:
- Emails provide digital marketers with their best source of analytics data
- In 2014, email was still the most significant factor in Black Friday e-commerce transactions
- Almost 90% of all marketers cite email as their top lead generator
- Millennials regularly check their emails in many different settings, including their bedrooms and bathrooms
Clearly, a customer’s inbox remains one of the best places to reach them. That said, your email marketing strategy might need some tweaks if it’s not delivering the results you want. Whether you’re starting an entirely new campaign or simply reworking your current one, keep these tips in mind to maximize its effectiveness.
It’s simple: The more customer email addresses you have, the more people you can reach. Email marketing is not a passive strategy – it involves constantly working to build your list.
These are just a few ways to do so:
- Use social media to attract more followers. Although having a signup form on your website is essential, you’ll reach more customers if you also promote your newsletter with your Facebook and Twitter accounts.
- Remember how important a good call to action is, and incorporate it wherever you can. CTAs can be used in blog posts, on social media updates, in ebooks, and any other documents you publish.
- Don’t be afraid to ask your customers to refer your email list to their friends and family. Those who don’t aren’t likely to be offended by you asking, so there are no consequences for trying.
- If you create content in the form of blog posts, videos, infographics, or anything else that can be published on the internet, don’t limit yourself by only posting this content to your own platforms. Reach out to other websites or publications in your industry and submit content there, too.
Blend Email Marketing & Social Media Marketing
You don’t have to choose between an email marketing campaign and a social media campaign. For that matter, you also don’t need to keep the two separate. Integrating your social media presence with your emails will give customers even more platforms through which they can reach you.
You can do so by adding social media icons to your emails. This gives users the opportunity to share them on their Facebook or Twitter profiles. You can also offer your customers incentive for following your social media pages and/or sharing content on their own accounts.
Don’t be Afraid to Brag
Social proof is an essential component of a strong email marketing campaign. It’s your way of showing potential customers that others have already vouched for you.
Think of it this way: Fashion trends don’t always start because every single person recognizes that a new style is hip or cool. They start because enough people adopt the style first. Those who aren’t sure whether or not a new trend is in fashion will be more likely to embrace the style once they realize that others have already done so.
Feel free to brag about how many followers your email list currently has. Give your loyal customers the opportunity to speak for your brand independently by launching social media campaigns and use hashtags to deliver your message. If your company receives any accolades, announce them in your newsletter and across platforms.
Give an Unsubscribe Option
You never want your emails to feel “spammy.” Even customers who once enjoyed reading your regular messages might grow tired of them eventually. By giving readers an easy unsubscribe option, you’re establishing yourself as courteous and understanding, instead of pushy and overbearing. Ironically, customers may be less likely to unsubscribe once you make it easy for them to do so. They’ll have a positive reaction to your brand that will boost loyalty.
Generate Automated Emails
Automated emails, when used correctly, will ensure your customers don’t jump ship. Just make sure your messages are personalized. Everyone who subscribes to your email list should receive a thank you.
You can also design automated emails to respond to certain triggers based on customer behavior. For instance, if a customer hasn’t opened any of your emails in a long time, they may receive a message asking them to provide any feedback they wish. Give them the chance to explain what you can do to better serve them.
Add Forwarding Incentives
Asking readers to forward your emails to their friends is a good way to reach even more customers. You could offer a small discount on one of your products or services to users who help you add a certain number of subscribers via forwarded messages. Your customers probably know other people who’d love to read your content. Give them a reason to tell their friends about your brand.
Most importantly, always send valuable content. Email marketing will help you spread brand awareness, but only if you refuse to treat it as a gimmick. Make sure you give customers genuinely good reasons to subscribe to your email list. By appreciating them, you’ll be more likely to hold onto them.