This may come as a shock, but email is still alive and kicking as a viable, highly accessed marketing channel. Active email accounts are expected to hit 5.6 billion this year, beating out both social media and search engines. It has been found that 86% of professionals prefer email when communicating for business purposes and three-quarters of companies agree that email offers valuable ROI (HubSpot).
Another surprise? Your contact database may be your most important marketing asset. On any given day, your customers may visit your website, blog, or social media page, but most of your customers will check their email accounts daily.
Email still matters and continues to be one of the most effective marketing tactics to communicate with your contacts. The difference is subscribers have become savvier. Marketers for industrial and manufacturing companies face increasing challenges when connecting with potential customers.
Information abundance and attention shortage make it difficult to get your buyer’s attention.
Consumers don’t want to feel they are being marketed to and will always find ways to minimize unwanted communications.
New channels like social media and live chat mean email can no longer be a standalone approach.
For these reasons, it’s apparent that email marketing needs revision. In order to get your messages opened and clicked, here are five rules to revive email marketing.
1) Establish Trust
In order for your emails to be seen, people must trust and allow your message to pass through their filters. Don’t use your personal or company email account to send your marketing emails; they’ll likely end up in the junk folder anyway. An experienced email service provider such as Constant Contact or HubSpot will offer a central database to capture and store your information.
It also helps your online brand to follow proper email marketing etiquette. This will create trust with your email recipients and increase the chances of your emails getting opened in the future.
2) Stay Relevant
We can all verify that we get enough emails. With so much clutter to sift through, you have to deliver the right message to the correct person at the appropriate time. Be sure to open with a compelling subject line or your email may not be read at all. According to Campaign Monitor, emails with personalized subjects are 26% more likely to be opened.
To ensure apt delivery, your contacts can be segmented to create targeted lists. An email address is needed, but the more you know about your contacts, the better you can sort your list into smaller segments in order to send targeted messages they want to read.
3) Be Conversational
Compose your emails conversationally in a way that will appeal to recipients as people, not as mere contacts. Use a personalized greeting to make marketing messages relatable, increasing open and click rates. You can customize your email by adding the recipient’s name or other information to the subject line or message.
Always use a familiar tone that speaks to your subscribers one-to-one. The goal is to engage with your contacts as much as possible in order to build relationships. Great communication is essential; they’re taking the time to open your email, so make it worth their while!
4) Get Coordinated
Your email marketing should include a unified approach in design, message, and customer experience. A seamless, integrated strategy across all channels will boost effective communication and expand interaction at every touchpoint.
Coordinated emails should deliver a hint of your brand experience to your customer’s inbox with every message. Prioritize your CTAs, personalize where possible, and request feedback. Your customers should recognize your branded emails with a single glance.
5) Have a Strategy
To begin building an email marketing strategy, you must understand what your goals are. Why are you sending this email? Who will be reading it? How often do you plan on sending emails?
A good strategy also requires using metrics, analytics, and reporting to measure your email marketing performance. Try A/B testing (aka: split testing) your subject lines to see which work best or use the data to analyze the best times to send your emails.
Finally, as previously mentioned, email segmentation is an important aspect of your strategy. Segmented email campaigns receive a 760% increase in email revenue (Campaign Monitor). Without proper segmentation, your emails may end up going straight to spam.
Remember, the best email marketing campaigns focus on your subscribers and what they want. By properly implementing an excellent strategy, email marketing can be an exceptionally valuable source to communicate with your customers. The modern age of online marketing has evened the score for fair marketing implementation on all channels, both new and tried-and-true. Email marketing is not lifeless, it’s merely evolving.