Email marketing is one of the oldest strategies in the book, and it’s still one of the channels with the biggest potential for returns. With that said, the growth of other marketing techniques – especially those that are based on platforms that are inherently social in nature – have lowered the perceived engagement power of email. It still has a wide reach, of course, but without some sort of engagement strategy designed to attract and maintain readership, your email marketing campaign might not be nearly as successful as it could be. Luckily, there are numerous techniques you can use to improve the engagement potential of your email marketing campaign. Here are five of the very best tips from around the digital marketing world.
Customer relationship management (CRM) has become an important part of many businesses. It provides its users many advantages, such as insight into consumer behavior via many useful and varied data points. Whether you’re interested in loyalty information, gender preferences, or clothing size, the range of information offered by CRM is huge and offers advantages for nearly every industry out there. Many email marketers still shy away from using this information, however, and many firms run email marketing drives that simply involve plugging their company name and a bit of flat information into their email management software.
To improve engagement, companies must begin to use the data that CRM makes available to them. You should aim at personalization through the use of both general information as well as real time information like location, weather, or even the device type, to better tailor the messages and calls to action to specific groups of consumers. Customers won’t hesitate to trash emails before reading them if they perceive them to be too general or of low value. Start offering something to the customer, creatively, from the subject line. This motivates them to open up the email and give your message a chance to sink in. While we’re at it, don’t forget to ensure that the recipient can see your call to action!
Although emails have a wide audience, the truth is that most people do not really take the time to read through them, at least not in the traditional meaning of the word. Instead, most recipients will only scan their emails. They only really get into the content if they find something that interests them. Targeting engagement in email marketing can create the kind of content that interests your audience, but it requires a bold and dynamic delivery. If it can be tailored to fit the consumer’s onsite behavior, it might even be opened and read more than once. A bold presentation is a chance to convert while creating a lasting impression about your brand.
Most of the time, email marketing calendars are planned with a certain peak period in mind when the campaign will go big. While the rest of the year is equally important, the off-peak periods should be used as an opportunity for testing. The surest way to know what works in getting the attention of the recipient is through this kind of regular testing. Find a system that can automate the process and control group segmentation. This will help in measuring the impact of the messages, improving the efficiency and the delivery to the full audience in every single email sent.
It is becoming clear that the shift from desktop to mobile is finally upon us. In much the same way that majority of search engine queries are now conducted on mobile, people today are more likely to open their emails on their phones rather than than on their desktops. With this in mind, it is important to have email messages that are responsive and device targeted. True engagement, however, might require you to go even one a step further and promote directly to phones. This might seem outdated and old fashioned, but the increased use of mobile devices makes it much easier for consumers to simply call the company and ask a specific question rather than rely on the information they read online. Include a banner in the email that connects the recipient to the sales or marketing department, support team, or a fulfillment arm.
The last thing anyone wants is to open an email advertising a specific product or item only to find it sold out when they try to make a purchase. This is a frustrating situation that will hurt any company, regardless of the industry. Nobody wants to show up for a concert, performance, or game that is already finished, or apply for a loan that is no longer being offered by the bank. Incorporating live content into your emails will ensure the recipient is never met with any outdated inventory messages. Don’t stop there, either. Add a call to action that recognizes this live content, especially when there is a chance of running out of stock or time.