Email Marketing Tips & Tricks
Happy 2021! We’re 2 weeks into it, and it just feels really great not to have to say the year “2020” anymore. Not only are we putting the negativity and bad vibes of 2020 behind us, we’re putting bad email marketing practices behind us, as well. We have a few tips and tricks up our sleeve that we figured we’d share with you. Let’s toast together to better email marketing in 2021!
Your New Year’s Resolution
In a time of highly digital experiences due to current day trends as well as the pandemic, email marketing is as important as ever before. In some cases, it’s a marketer’s only way of communicating with his or her potential and current customers. But…email marketing is only as effective as the tactics used to send it, and having (and keeping) a successful email presence is about as tough as sticking with your new year’s resolution. You have to work for it, by creating and maintaining quality content, imagery, and strategy to really get your target customers to stop, read, get to know your company or product, and ultimately purchase.
Raise a Glass to the Stats
We’re not kidding when we say email, and email marketing, is being used more than ever before. We also know you’re aware of that, since you’re probably getting at least 6 emails a day (at the absolute minimum), and about 3 of them are not from coworkers, friends, or family, but from stores and online businesses. 4.3 billion email accounts send 196 billion emails every day, and, 91% of U.S. consumers use email every day. Not only are a ton of emails being sent – but many of them are marketing focused. And, marketers trust that they’re working. 85% of US retailers see email marketing as a highly effective tactic to acquire new customers, and 89% of marketers say email marketing is their primary channel for new leads. And they’re right in their positive opinions of email marketing, as 44% of those who received email marketing in 2020 purchased at least one product because of promotional messaging, and 71% of purchasing decisions were influenced by email.
In 2021 and 2022, email is expected to ramp up even more, with daily sent and received emails rising to 347 billion. Also in 2021, digital advertising channels (including email) will account for 46% of ad spend. Needless to say, we’re about to invest more time, money, and energy in email marketing campaigns, not less. And, in an era where forming customer relationships is made difficult with a lack of personal interaction, email is an excellent tool to create lasting impressions, without all the noise of other online web experiences or social media platforms. So, as a result, we should get well equipped and get our tactics in line for the email marketing world of 2021.
Don’t “Drop the Ball” (Unless it’s Midnight) with These Tips & Tricks
Busy, stressed-out, hustling and bustling readers have become more interested in short, to the point, clear and concise emails. As the reader scans their phone while standing in the subway, walking into work, taking a break from a project, walking their dog, or waiting for their food delivery, they never have enough time to digest a ton of content. Short and sweet phrasing and messaging helps the reader process the email with ease. Consider using a unique and thought-provoking subject line that will catch them as they scroll through their inbox, but, be sure to form a bit of a relationship with your customer before using anything too out-there. Remember to create clear call-to-actions and arrange your messaging in a way that logically makes sense, so that readers can immediately tell what you want them to know and more importantly, what you want them to do.
Also, be a human, and remember that the person receiving your emails is one, too. Do more than just sell to them, but provide them with tips, experiences, and valuable information, while again, keeping the message short and showing that you value their limited time. Make sure you always acknowledge and answer responses as well, even if a response is not necessarily required. Let the human on the other end know you’ve received their message and that you appreciate their reply.
It’s always important to keep a branded, unique tone throughout your e-blasts or recurring marketing emails. Make sure your potential customers can easily recognize you, your brand, and your mission. Make them feel like they’re getting to know your company, and that they can trust you and what you have to offer them. Remember to consider how your target customer talks, thinks, and acts. What message and language would they most likely respond to?
Creating email templates isn’t only time-saving, but allows for a more consistent brand look and feel. Having certain brand elements within all of your outgoing emails will help your customers recognize you from the get-go. Templates can also help you include certain call-to-action elements, such as images, buttons, and links, and can help you incorporate social platforms, website, and additional company information.
When managing your emails, it’s best to use groups and distribution lists instead of lumping everyone in the same category or viewing each person as a completely separate recipient. Using an email distribution service can help you get information out to targeted groups of people, and also allows you to easily eliminate uninterested prospects as they unsubscribe. Grouping and sorting your recipients also limits or completely removes the tendency to send mass emails and not consider the end user’s wants and needs. And don’t worry, you can segment your customers in many ways – by behaviors, demographics, purchase data, engagement, and more – the possibilities are pretty much endless. Most importantly, managing and sorting your emails will make for better reporting and tracking, ultimately improving future emails and practices.
“Don’t guess. Test.” 2020 didn’t work, so we’re trying again in 2021, and that’s okay. If you’re not getting traction with certain email subjects, messaging, imagery, or call-to-actions, try something different, and test again. Use A-B email testing to your advantage and find what works the best to catch the attention of your desired audience throughout your campaign.
So, are you ready to say goodbye to 2020 and make the most of your email marketing in 2021? Contact us and we help you brainstorm and execute your next smart email campaign.