How has a decades-old e-communication system withstood the test of time against the new social media platforms? Pretty well, actually.
The Data and Marketing Association reports that email marketing outperforms all online strategies such as SEO, PPC, and content marketing. Specifically, emails receive 50 to 100 times higher click-through rate than social media. On average, email marketing’s ROI is quite high. With every dollar spent, businesses can expect a $51 return on email marketing.
In 2021, email marketing will remain one of business’s most important marketing tools. At Agency 102, we can help build your business’s email strategy to fit your needs and make the most out of your mailing list. For more information, feel free to contact us.
In the meantime, we have put together three steps that will improve your email strategy.
- Personalize Your Message
Shockingly, 70% of brands do not personalize their emails, even though personalized emails see a 6x higher transaction rate, according to a study by Experian. Customizing email templates to individual recipients increases email marketing’s ROI by $20.
A few successful tactics our team has seen with personalization starts with the subject line. Open rates can increase by 16% if the email subject line has the recipient’s name. You can also use engaging yet relevant prompts in the subject line based on the customer’s user journey.
For example:
- If someone left their cart without checking out: “Hey Hannah, you left [product] in your cart.”
- If it’s someone’s birthday: “Happy birthday, Nicole! Here’s 15% off your next purchase.”
- If someone seems to be gaining interest in a new brand: “Hi, John! Here are some other products from [brand name] you may like!”
- If it is a specific holiday in a certain region: “Happy Thanksgiving, Jane! Beat the Cyber Monday rush with an additional 20% off your next purchase!”
Once you engage contacts with an engaging and customized subject line, you can bring another personalized element with the greeting. For example, instead of starting with, “Dear valued customer,” one can use “Dear John” (the contact’s first name). Instead of “We have few recommendations (based on promotion),” one can use “You might enjoy these as well (based on purchase history).” When adding a customer’s name to the email message, businesses saw an open rate increase of 20%.
Customer relationship management tools such as HubSpot or email marketing software like MailChimp make it easy to implement personalization throughout an email. Learn how we may be able to help your business set up an email marketing platform and start nurturing customers with personalized messaging.
- Segment Your Mailing List
Email segmentation is sectioning a client list based on shared attributes. This term naturally comes from market segmentation which is based on the fact that no audience is a uniform group.
Segmentation allows businesses to target different consumer groups with content that is relevant to them and their needs. Comparing two sample email campaigns, SuperOffice discovered how effective email segmentation is. The non-segmented email campaign had a 42% open rate and a 4.5% click through rate which is quite impressive but the segmented email campaign easily surpassed those statistics. Segmentation earned a 94% open rate and a 38% click through rate!
At Agency 102, we can help strategize how to segment your mailing list. A few ways we may decide to segment your mailing list include:
- Industry
- Company size
- Sales cycle
Our team members are experts in recognizing key target markets to better promote your brand. Once you’ve broken up the smaller collections of people within your mailing list, you’ll be able to target groups and segments to send more relevant and personalized emails to your recipients.
For example, let’s say a business wants to promote a recruiting event for new hires in Los Angeles. In order to have the best turnout, the business should segment its mailing list to a group of undergraduate and graduate students in the Southern California area. Therefore, the business reaches their intended audience and the segmented group has an opportunity to engage with the business at a more personable level.
- Be Mobile-Friendly
Did you know 61% of marketing emails are opened on a smartphone? Despite this overwhelming statistic, 20% of email campaigns are not fit to mobile viewing.
When you send an email to a subscriber who reads it on their mobile device and the email is not optimized for a phone, they will most likely unsubscribe or delete the message. This presents a wasted opportunity as 55% of smartphone users have made at least one purchase after receiving a mobile promotional email.
To optimize your chances of purchase intent, make the buying process easier for the consumer. Adjusting these technical details is key to increasing ROI in email marketing:
Implement a RED: RED stands for ‘Responsive Email Design’. Creating a responsive email design means that the email format and design is optimized regardless of the device or screen they use.
Mind the subject line and preheader: Keeping the subject line and starting text short is important as people will know exactly what the email is about. This gives an opportunity to do a call to action or summarize the email contents — before someone even opens the email.
Make the CTA obvious: CTA stands for ‘Call to Action’ which is often a link to a promotion or event the business is marketing.’ Test out buttons, banners, and graphics on a mobile format to make sure they are big, simple, and stand out.
Agency 102 can design an email marketing campaign that is accessible for all device types and web formats. Contact us today to find out more! For a quick insight though, here are three tricks to make sure your email marketing is as effective on a mobile device as on a laptop.
Let Agency 102 Manage Your Next Email Campaign
Email marketing is a prominent strategy that marketers need to take advantage of as statistics have shown. There are 4.3 billion email users in the world — almost twice as many users than Facebook — and 50% of those users check their emails on a daily basis.
Our team at Agency 102 works hard to provide our client with quality marketing strategies which also include email campaigns. We offer our services to businesses of all kinds, from real estate to technology, from B2B to B2C. Agency 102 is here to help raise your business’s profile.
