If the title of this blog fascinated you, you must be an e-mail marketer. As you start your e-mail marketing you must reconcile the varied experiences invoked by e-mails – your inbox brimming with numerous mails every morning, finding useful information from an unexpected yet valuable mail, getting bombarded by spam e-mails, your delight at the reception of a long awaited mail and the like. In simple words, your e-mails are an intimate part of your daily life.
E-mails are a mode of daily communication for over billions across the world Over 144 billion e-mails are sent daily all over the internet. In an era of versatile communication channels, e-mail remains one of the choicest channels of marketing communication all the time. There are a number of reasons behind this lasting popularity of e-mails. A few of them are:
No wonder, E-mail is an expedient tool for marketers. E-mail marketing, if supported by an effective strategy, might drive the fortune of your business. Here, we sort out some useful tips to make your e-mail marketing all the more effective:
Segment your e-mail recipients:
As you start your e-mail marketing journey, you must segment your recipients. Segmenting is a very systematic process, which may be based on different parameters like demographics, geographic or psychological. Once you segment your audience in a systematic manner you will be able to understand many other aspects like at what frequency you must send your e-mails to different segments, tone of writing a message for striking the interest of a segment and the like. This way you will be able to tailor customized e-mails for each segment and address the specific needs of each segment. This improves your e-mail open rate.
Reach your recipients at their individual level:
Taking a step forward on segmentation as discussed above, marketers may create mails to reach recipients at their individual level. In fact, customizing mails is an art reinforced by segmentation. E-mails are an excellent mode of one- to-one communication, so make the recipient feel special by addressing his/her specific needs. Segmenting helps you in understanding the specific behavior, emotions and lifestyle of your audience and thus write unique e-mails to each segment of your audience.
Make your e-mails mobile friendly:
Survey shows that 64% of American e-mail users delete their mails if they are not mobile friendly. So, making your e-mails mobile friendly is an obligation to avoid high bounce rate. Generate a pleasurable experience for your audience by sending them mobile friendly e-mails i.e. write crisp messages suiting mobile screens, include visuals, include call to action points etc. Mobile screens occupy audience attention for most of the time. Hence customizing e-mails for mobile phones will improve the open rate as the recipient will be able to check your e-mail immediately.
Well Written Subject Lines:
Subject lines are the first impression makers of your e-mail. A well written subject line intrigues your readers and motivates them to open and read the entire mail. A well- written subject usually reflects the essence of your mail in a short one-liner. Good subject lines are usually limited to 50 characters. It is not a hard bound limit but try to keep your subject line as short as possible.
Incentivize e-mail subscription in social media:
Incentivizing e-mail subscription will help to draw in new e-mail subscribers and increases the number of your prospects. It will also improve the open rate of your mails. Sharing sign-up forms, giving discounts on subscription, winning subscribers with sweepstakes are a few ways to use social media for adding subscribers.
Develop and maintain an e-mail list:
You must own and maintain an e-mail list which includes all the people who showed interest in your marketing initiatives and who are likely to open and read your mails. You must update the e-mail list from time to time with systematic analysis of email statistics, open rates, engagement rates, active subscribers, new prospects, new segments and the like.
A systematic execution of e-mail marketing will enhance your customer loyalty and value. Keeping your fans updated about your brand will increase your brand value and recognition amongst your fans. It will also add new fans and improve the success rate of your business.
The rewards of e-mail marketing are remarkable but it needs a string of regular activities to drive successful e- mail marketing. If you are already occupied with other marketing activities you might not have enough time for e-mail marketing. A cost effective option for busy marketers is to outsource e-mail marketing to virtual assistants. Errands like keeping and maintaining e-mail list, research and segmentation, sending regular mails are easily and efficiently handled by Virtual assistants.