Christmas is just around the corner and many companies are investing heavily in social media to help their sales efforts. However, some are neglecting traditional email marketing and are missing out as a result. There’s still time for a final push.
With more than 60% of people opening their email on their mobiles while on the go, you still have plenty of time to drive the Christmas browsers to your site or store. You may even entice people while they are browsing for those Christmas offers. On that note, people may well be diving in and out of stores while checking their emails so it’s important that any email you send is is mobile friendly / responsive. A mobile responsive email can increase click through rates by up to 20%.
If you are looking to improve your conversion rates this Christmas, here are ten reasons why you can’t afford to ignore email marketing.
1. It’s straightforward
If you already have a customer database up-and-running and an email template set up all you need to do is fill the body of your email with enticing Christmas-related content and offers. If you have a database but don’t have an email template, there are many providers out there that can supply easy to set up email services. Be creative with Christmas colours, photos and even video clips if you have the time.
2. It’s cost-effective
With no print, postage or advertising costs involved, email marketing is both cheap and cheerful. There may be a small overhead for the email service, but it will be very small compared with other marketing channels like print or TV.
3. It’s targeted
As your email list consists of existing customers and potential customers who have shown an interest in your brand, you are sending to people who want to hear from you. People who are interested in your content and find it relevant. Make your customers feel included and that they are important to you.
4. It’s exclusive
You can let your customers know about upcoming events, sales and promotions before anyone else. Doing this is likely to make customers feel more valued and, as a result, more loyal to your brand.
5. It’s an opportunity
It’s very likely that your competitors are also going to use email marketing at this time of year. This is your chance to focus on your unique selling point (USP); to remind your customers what sets you and your brand apart from others. This could be anything from eco-friendly manufacturing, great quality, free delivery or even your exceptional personalised customer service. If you do this well, your customers will remember your brand well into the New Year.
6. It’s convenient
Email marketing allows you to schedule campaigns so that they go out at exactly the right time, even if you aren’t in the office. You can reach the right people at the right time.
7. It’s easy to measure performance
Like most forms of marketing, email marketing allows you to see what works and what doesn’t and it’s important you do the measurement. You can see which mailings have the highest open and click-through rates. Which offers attracted the most interest and whether sales increased as a result.
8. It’s adaptable
By analysing these results, you can work out who is clicking on your emails, which are your most popular products or services and when people are most likely to shop. You can use this information to tailor your future campaigns.
9. It’s sharable
If your email communications are creative and offer good value, people are likely to share them. Make this even easier by enabling customers to spread the word via Twitter or Facebook and other social media at the touch of a button.
10. It’s a conversion champion
Even if a customer doesn’t buy immediately as a result of your email marketing, they may become more familiar with your brand and spend more time on your website or blog as a result. This is all part of the consumer journey and may well convert to sales at a later point. Christmas browsers may well become shopper in the New Year.
Email marketing allows you to grab the attention of hundreds or even thousands of prospective customers while they are at work, on the move or relaxing at home. Remember to use a friendly, approachable tone in the content, but include a headline that will make your customers want to open your email and not send it straight to the bin. Include a clear call-to-action; whether that is visiting your website, replying to the email or buying a particular product it’s essential you guide your buyers to their next action.
Whether it’s a Christmas campaign, or something planned for the New Year, if you want help or advice about email marketing, get in touch.
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