You might delete the email immediately, but you weren’t the only person to receive it. A good majority of the people who received the email took the time to open and read it. Junk mail but just seem like junk, but it’s in your inbox for a reason. The likely chance is that the email has something to do with you or your interests.
Data Marketing Association
Email marketing works, even though it might seem like it doesn’t. The Data Marketing Association’s (DMA) research shows that companies receive a $38 return on investment with every dollar spent on email marketing. This massive ROI might make you stop and think: “Hey, maybe I should read this email before deleting it.”
We might turn to social media as our primary channels of consumer connection but emails are the backbone of online communication. Even now, 70% of consumers prefer email to be their primary source of business communication. Despite this, customers will be weary of giving contact information, especially their email address. It’s important to understand how to get a sizeable contact list and how to communicate appropriately to ensure your list stays informed but not annoyed.
The easiest way to create a mailing list is to integrate email registration into the online purchasing process. That way, you can ensure each one of your customers is a potential recipient in future marketing campaigns. There will still be plenty of visitors who don’t make a purchase and they’ll have some questions about why they should give you their email address. What do I get if I give my email address? How often are you going to email me? Will I get discounts?
Make sure your email marketing campaign has a nicely balanced distribution of content. Your campaign should inform the customer about products, promotions, and other brand information along with advertising the brand. Sending ad after ad is the quickest way for a brand’s email address to get blocked. Create value for the customer; there should be a reason for them to continue receiving emails.
One way to ensure that customers agree to receive emails from your brand is to get onto their contact list. That way, emails they receive will not be sent straight to their junk folder. After the customer receives the first email, make sure to follow up in a timely manner. Set the expectations right from the start about what kind of emails the customer will be receiving and how often they will be receiving them.
Analytics, like in social media, are very important when conducting email marketing. Open rate, click-through rate, and unsubscribes are examples if important metrics to be mindful of in an email campaign. A low click-through rate is an indicator that your message isn’t targeted enough to create significant consumer interest. A high unsubscribe rate means your campaign isn’t headed in the right direction and you might want to consider a different approach. When you start to see trends in your feedback, you can try an auto-responding program to maintain contact and maintain the relationships in your contact list.
Consider segmenting your contact list in its early stages of progress. Segmentation is marketing 101 and has a huge influence of the overall impact of marketing campaigns. Be sure to group your contact list by their interests based off the results from your data analytics. The more targeted your segments are, the more interest each ad in a specific campaign will generate.
It’s easy to get lost in the sea of spam emails sitting in junk boxes across the internet, but with careful planning, scheduling, and delivering, you can build strong business-consumer relationships with your customers. Providing great customer service through email marketing campaigns will help your brand become more recognized while providing your customers with a reliable channel of communication.