Perfecting Your Email Marketing Skills for the New Year
November 27, 2020
Winter is upon us, and with it comes the promise for a new year. In 2021, what will the marketing world bring to businesses around the globe? While digital media seems to be changing at a rapid pace, some things remain unchanged. Email is a tried and true marketing method and one which is still used today.
Email messages reach a large audience quickly and efficiently. They work as platforms for several types of media and allow your audience to reply in kind. While email marketing is still an advertising staple, it isn’t the same as it used to be. Here are some ways to stay on top of email marketing trends in 2021.
Be Detailed in Your Subject Line
Customers hate click-bait, and so do most search engines. Many websites have begun penalizing the users of click bait, so be careful how your word your subject line but still be expressive and inviting. You want your title to draw their eye and the description to spark their interest. The more you put in your description without overflowing it, the more likely your customers are to want to continue in the email body.
Being straight forward with customers about what they’re going to read is also important. If consumers click open your email and what you promised isn’t inside, it could mean the loss of a customer, or a lack of interest in your next email. Being honest with customers and providing them with useful information they want to share is the best way to get ahead.
Customize Each Message Your Send
In a sea of automation, it’s easy to use a template and forget it. The truth is each email should be tailored in some way to suit your customer. Fortunately, many of these changes can be made easily through an automation tool or your CRM. By collecting statistics on your customers, such as age, marital status, location, and spending habits, your email management system can design correspondence perfect for each of your customers.
Customize emails further by adding a personal touch like a video clip, photo, or a funny meme. These little details go over big with consumers and let them know that you care and they’re an important part of your business’ success. Be sure to monitor shopping habits, so you don’t send the wrong types of emails to your customers. For example, it’s usually pointless to send a coupon for feminine hygiene products to a man.
Show Customer’s You Respect Their Opinions
The modern consumer is smart, informed, and wants to be part of the action. By connecting with your customers and engaging with them when they comment or share things, you increase the chances for a sale. Include exclusive contest and promotions in your emails, or inviting customers to share opinions such as, “caption this meme,” or “tell us what you’d like to see in our next product”.
Not only does engaging with customers and keeping them talking improve your chances of a sale, it also improves your chances of SEO optimization. The more engaging your brand is, the more important and relevant you appear to Google. This is one of the ways search engines differentiate businesses during ranking.
Include a Call to Action
The call to action might sound ultra salesy, but without it, your customers won’t realize what you want them to do or how to get in touch. A call to action doesn’t have to be too obvious. Something as simple as, “call to learn more” is acceptable, while others choose to add more description and maybe even a contact number.
The CTA doesn’t just provide instruction on what to do to obtain a product or service; it also plants the idea in a customer’s head that they want to learn more. Briefly breezing through a blog update, catching that last message of, “interested in trying out service?” is sometimes enough to cause a consumer to pause and consider trying something new.
Work with an Email Marketing Manager
Email is one of those straightforward marketing mediums, so many choose to operate email marketing on their own. However, if you’re struggling to decide on the right automation system, or you’re unsure how to approach your email campaign, working with an email marketing manager can help you get moving.
An email marketing manager will walk you through the entire email process. By helping you setup automation, to finding you the perfect templates, and helping you catch up on correspondence – working with a professional team takes the stress off of you so you can focus on bigger and better things.
Send Message Reminders for Forgotten Sales
Retention emails are one of the most popular forms of marketing emails to send. They remind your customers when they’ve left something behind in a shopping cart. They also thank customers who have shopped with you before. These emails have the purpose of reminding shoppers what they saw in you to begin with and how much you still have left to offer.
For some businesses, the reminder message is just as important, if not more so, than the original message. If a customer has forgotten your website or hasn’t thought about the product you provided in a while, a follow-up will help.
Wrapping Things Up
Email marketing is a great way to stay in touch with and connect with customers, both new and old. Hopefully this information has provided you with a great jumping off point for revamping your 2020 email marketing goals.