Email sounds very dull… but it is still one of the most effective ways to communicate with your customers. After all, they didn’t sign up for your mailinglist for nothing. Build effective email campaigns to promote your brand, services and product and engage with your customers.
EMAIL MARKETING STRATEGY
Acquiring new customers and traffic is one thing. But how do you keep them. And maybe more importantly, how do you get them to return to your site on a regular basis. Email campaigns are a great way to stimulate customers to come back to your site and perhaps buy some more from you. In online marketing, it is one of the best converting channels. You email marketing strategy should be part of your entire online strategy. It is the only way you can make sure you acquire new subscribers and keep existing ones.
In order to send email, you first need to have subscribers. A good way of obtaining them is by providing them an incentive for the subscription. It is also a good idea to think what it is what you want to know of your customers. This can help you create segments in your subscriber base that can be targeted to maximise yield. However, ask for too much information from your customers when they are subscribing, and they are likely to turn away without leaving their email address.
PERSONALISE & MAKE SEGMENTS
Personalising the email that you send out is one of the most important aspects of successful email campaigns. Good setup of personalised email greatly increase opening rates, click through rates and conversions. In order to make good segmentations and personalise email, you need to have a large database with customer data. This database is a valuable source that enables you to personalise email at the click of a button.
After you have sent your email or newsletter, the analysis of its performance starts. Almost every detail of your email can be tracked and measured. Look at the opening rates of your email, track all the links that have been clicked and learn from their performance to see what is working for you. Look at the conversions and also at the impact your email campaign is making across your other online marketing channels, examine how often your email is part of the entire conversion path.
Did you do a split-run test where you tested different subject lines, different distribution times and/or different layouts for the same email across segments? Analyse the results and use it to optimise you next email campaign.
Automatic transactional are emails that confirm an order or conversion, provide a thank you message, or give an (automated) status update on shipments for instance. These emails are often under estimated in their power and can be used for up selling or cross selling. They can even be used to promote products for other companies that may be relevant, but not competing with yours. Work together with them to create a win-win situation.