Email Marketing Campaigns: An Excellent Way to Pull in Customers
There is a statistic that for every $1 invested in email marketing you get $44 back.
Needless to say, this 4400% ROI rate is unlike any other seen in the world of digital marketing. It also puts to rest all those arguments that email marketing is somehow outdated or obsolete.
But, like any other marketing method, email marketing can also be quite ineffective, when not used in the right way. Furthermore, due to the fact that so many of your competitors use email marketing for outreach, your target demographic might develop some sort of natural resistance towards this kind of approach. Thus, you might want to look for a bit more creative methods of attracting customers through email marketing to create a competitive advantage and stand out from the crowd. Here are a couple of ideas you might find handy.
A single call-to-action
Less is sometimes indeed more and there is probably no better way to demonstrate this than by examining one of the latest statistics regarding call-to-action (CTA) buttons used in emails. While these numbers may seem shocking and exaggerated, latest surveys have shown that emails with a single CTA button have about 371 percent greater click-through-rate (CTR) than their counterparts. Furthermore, the increase in sales that comes from this practice is even more staggering 1617 percent. Keep in mind though, that this doesn’t mean that just any CTA button will work. However, with the right choice, these are the boosts in efficiency your email campaign might encounter.
Include video content
Another great idea for your email marketing campaign rests on using videos. First of all, the use of video increases your open rate by about 20 percent, which is also why it might be a good idea to use the word video in your subject line. Apart from this, you need to keep in mind that the majority of people nowadays open their emails on their phones. As it happens, video is a mobile-friendly format, whereas plain text is not so much. In other words, by including video content into your marketing campaign, you are making it better optimized for mobile users, which is a powerful and ever-growing demographic.
A tiny cog in the machinery
In previous several sections, we went to great lengths to discuss how important email marketing is for your traffic, conversion rates, and sales. Yet, on its own, it is hardly enough for success. Imagine a scenario where you leave a link in an email leading back to your homepage, but your homepage is non-responsive, your e-store crashes and your content is low-quality.
You see, while effective, your email marketing needs to be a cog in the machinery that is your digital marketing campaign. According to experts in website development, you need a customized website, unique content and online exposure (digital footprint) to go hand in hand with your email marketing. Only then you expect to see the desired results discussed above.
Create a referential program
In the introduction, we hinted that your audience might have a cautious approach to your email offers, so why not try to overcome this by creating a referential program. In this way, you get to help your regulars develop even greater brand loyalty while increasing your outreach. Furthermore, you also get the privilege of providing your marketing with something like word of mouth (WOM) approach. Needless to say, WOM is still one of the most reliable marketing methods out there.
Social proof showcasing
In the previous segment, we spoke about the power of the WOM, however, there is no need to go around it, when you can present it directly to your customers. What we mean by this is that you could benefit greatly from offering testimonials in your emails. Of course, displaying them on your website is the traditional way of handling things, though there’s no harm in trying out this technique in your email campaign, as well.
Transactional Emails /Automation
While it is true that they may sometimes be deemed as boring or even irrelevant, transactional emails are great for building trust with your clients. The reason behind this is that you are using them to make a statement of transparency between you and the customer/subscriber. Every time there is a transaction, a return or an exchange between the two of you, you should send an automated email. It takes little to no effort and it helps your brand substantially.
While trying to make out what type of email to design, the best decision may be to come up with a theme. It can be a variety of different things, from seasonal offers to articles, to hacks, all depending on your line of work. Also, they don’t require too much time and design but go a long way to break up the monotony of everything your readers are being served daily. You can include fun effects into your design, attach pertinent articles and so on. Such additions will give your clientele more to look at without taking away from what you’re trying to do – sell your product. You can even opt for designing infographics, with a clever web designer, you can ‘beddazle’ your statistics, and create a fun way to deliver some of the important facts about your business, without being a bore. Companies such as GWM have noticed that 90% of emails get delivered to the recipient’s inbox, as opposed to only 2% of your Facebook fans seeing your post, so make your infographic count!
At the end of the day, the success of these methods depends on various factors, like the skill with which you implement them, the type of your product and personal inclinations of your target audience. Still, each of these ideas gives you an opportunity to break free from the shackles of ordinary and stand out amongst your niche competitors. Apart from this, you also get a chance to put your creativity to test, which is always a welcome challenge for an aspiring entrepreneur.
Onward & Upward,
Contributed by Chloe Smith – a business-focused marketing professional.
Chloe Smith is a business consultant, and a part-time writer always willing to share tidbits of advice. She believes that passion, courage and, above all, knowledge breed success.