3 Methods to Boost Email Marketing Results
Whenever a new addition is made to the digital marketing toolbox, marketers rush to implement it in their field. But chasing after every shiny new object is not always the best policy. One tried and true marketing channel, email marketing, is still a strong workhorse for connecting with customers if implemented correctly. Here are three ideas to help you produce more productive email marketing campaigns.
Adapt for Mobile Devices
Mobile is an obvious trend in the digital marketing world but even more important to the email channel. 66% of all email in the US is now read on smartphones according to the US Consumer Device Preference Report. Screen sizes are getting bigger as well to accommodate video and gaming demands. With this in mind, you can modify your email designs to fit the mobile age. How do you find out which device is reading your emails? Use the analytics program on your website to see the devices your visitors are using for email.
The main thing to keep in mind is that, with the mobile age upon us, users expect to get things faster and more easily. For this reason, it is best to keep emails specific, simple and not too text-heavy. Also avoid attaching large files like large images or videos. These will cause poor loading time.
Personalize the emails
As the Internet grows more cluttered with all kinds of content, consumers are focusing on content and information that is most important to them. Personalization, therefore, will be a winning strategy for email campaigns. It is now a best practice to make emails as highly relevant and relatable as possible.
Outbound email marketing platforms can sort and specify email campaigns by demographics such as age ranges and locations. These platforms can also track who responded and which content they responded to so that outbound emails can be personalized over a time period of connecting with a client. Once the customer purchases or takes action, you can send specific marketing emails that suggest products or services that pair well with the product they previously purchased.
Optimize Email Send Frequency
A study of email users by BlueHornet.com revealed a very interesting statistic about how often people like to receive promotional emails from companies from which they have purchased products. The subjects were asked: “How often do you prefer to hear from companies that send you marketing/advertising emails?” The results were:
|Several times per week||14%|
|Every couple of months||13.9%|
Plus, there were no significant differences in preferred frequency by gender or age. A sizable group, 14%, preferred to hear from marketers several times per week or even daily. However, wise marketers will keep their particular audience in mind when it comes to email-sending frequency. There is no “one-size-fits-all” solution. Every brand must determine the optimal contact frequency for their various audience segments through testing.
In summary, even though email marketing seems to be old tech, it is not. Email marketing is still one of the best methods of marketing because people respond to it, and it continues to evolve as audiences adjust to new technologies. Ultimately it is going to be the companies who are most creative with their email marketing who will keep their businesses growing.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.