Email marketing continues to be one of the most effective ways of connecting with your audience –regardless of the device they use. The following five best practice techniques will highlight new opportunities to publish targeted email messages that build customer loyalty and increase sales.
1. Targeting and Segmentation
The foundation of an effective email marketing plan is to better understand your customer by developing buyer personas. Understand their personal circumstance, lifestyle and buying habits. You can then create appropriate groups and segment your email list accordingly.
2. Make it Personal
Now you are ready to personalise your message with an appropriate greeting, or recognition of an interest or hobby. If you have the information you can personalise offers relating to birthdays or anniversaries. You can customise your offers even further by referring to previous purchases other interactions.
3. Lead Nurturing and Marketing Automation
Marketing automation is a great way of nurturing your leads and providing a non-intrusive flow of information to your visitors as they progress through the sales cycle, allowing you to address their needs. You will be able to see what your customers are interested in, allowing you to ensure the right material is triggered at the right time.
4. Refine Your Message by Split Testing
You can make continual improvements to your email marketing strategy by varying your email content and layout. Try different subject lines or design layouts to help you understand what will get your message opened and actioned.
5. Make it Mobile-Friendly
A large portion of your customers will read your emails from their mobile device. A Marketing land article last year stated that number is estimated to be as high as 68%, so make your content responsive with a clear design, easy to read fonts and strong, clearly visible calls to action.
Finally, your email strategy is no different to any other business strategy you have. Be prepared to evolve by regularly reviewing your progress, and incorporating new best practice email methodologies. Staying on top of what’s working for you, as well as what could help your further will enable you to build stronger customer relations, nurture leads and increase your sales.
If you would like to review the effectiveness of your email marketing strategy, get in touch today.