Crafting an effective email strategy is more important than most people think: in 2017, more than 269 billion emails are sent daily. The 10th Email Marketing Industry Census announced last year that email marketing has a better ROI than SEO and PPC! Needless to say, email marketing is an important pillar in any marketing campaign.
Emails are an efficient means of contact between businesses and their customers. They help businesses share information, company news, and upcoming promotions. In a #MarketingMonday segment from earlier this year, we discussed the importance of generating an email list. This week’s #MarketingMonday segment highlighted two different types of emails: informative and sales. This post will expand upon developing an engaging and successful email campaign.
The Basics of Email Strategy
When addressing an individual, personalizing the rhetoric makes the message sound genuine. For that reason, we use the recipient’s name in our greetings and subject lines in our email messages–we aren’t writing individual emails either! Many email platforms come with widgets and features that will generate a recipient’s name upon delivery. If applicable, include the recipient’s buyer/consumer behavior in the email. Segment the email list by buying behaviors to customize messages depending on the audience.
A good place to incorporate personalization techniques in email newsletters would be at the start. When people sign up to your mailing list, be sure to collect as much relevant information as possible, such as city, interest level, and so forth. This will help you understand the recipient better than a name and an email address.
#ProTip: Avoid coming off as a faceless corporation as much as possible.