Social media has become more than just a sharing platform. Media like Facebook, Twitter, and Instagram have become essential for businesses to reach a wider audience with their messages. But does this mean traditional email is dead?
Despite all the fuss about social media, conversion rates for email marketing campaigns remain extremely high, according to the Data & Marketing Institute: 66% of online shoppers say they have made a purchase as a result of a marketing message they received via email – which seems like the exact opposite of what you might think.
Email marketing service Campaign Monitor calls email “king of the marketing kingdom” and noted in its 2016 annual report that ROI per dollar spent on email campaigns has increased from $38 in 2015 to $44 (4,400%).
In many Asian countries, many marketers rely on old-fashioned direct mail marketing. Photo: Wikipedia
“And those are numbers you can take to the bank,” the San Francisco-based company says.
Additionally, email has a massive 2.9 billion user accounts, nearly three times the number of Facebook and Twitter accounts combined. need To create a Facebook profile, you need an email account, so if you want to grow your business and stay ahead of your competitors, make sure you don’t ignore the power of a reliable email service in your strategy.
See also: How to Validate Your Business and Marketing Efforts Through Blogging
Here are some email marketing best practices that you should consider including in your marketing plan.
Using the 1-2-3 method
This is what the email marketing experts at Vero call the “lifecycle” email method, and it's a format that helps point your customers in the right direction. Typically, this is sent as an initial welcome email to lay the groundwork. Once a user signs up or registers with your brand, build on that momentum and tell them exactly what to do next. These emails should:
- Relevance – Customers need to know why they are receiving this email
- Simple and clear
- Focus on small conversion goals
Example of a welcome email from Airbnb. Source: GetVero
Increase subscribers
Make it easy for your customers to sign up for your services or stay up to date on your products. Find a platform where your customers are already active, like a blog or Facebook page, and post a form for them to fill out.
It's easy to capture important personal information like name, email address, and birthdate so you can send them special offers and gifts.
Design a newsletter that fits your brand
The emails you send should represent what your brand stands for. That look and feel will immediately grab the reader's attention. You want your customers to feel familiar when reading your content, so be sure to use your company logo, colors, and tagline. And always remember: consistency is key.
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Think Mobile
Global mobile phone penetration has been rising steadily for many years, with Statista predicting that by 2019, 67.1% of the world's population will own a mobile phone.
Did you know that 70% of consumers will immediately delete emails that don't display properly on their mobile device, and 74% of smartphone owners actually use their device to check their email? So if your email campaigns aren't mobile-friendly, you can expect poor performance.
Consider personalizing your emails with a friendly attitude
You're already on a first-name basis with your customers through their subscriptions, so take advantage of this and include their name in your email greetings and subject lines. Keep the tone of your emails casual, less formal, and more light-hearted. This will make a good impression on your customers and increase the likelihood of a more positive response.
Plan what you want to say in your email to get accurate results. Image credit: Shutterstock
Be careful with the emails you send
If you've ever received email, you know what it's like to receive spam emails that just clog your inbox. Email marketing is used to spread a message, so if you send out newsletters without any substantive content, you won't get the response you're hoping for.
Plan it out, ask yourself what you are trying to say in this email and does it really matter? Stay focused and stick to emails that will grow your business.
Include a call to action
You can create a colorful, on-brand, impactful email marketing message, but without a call to action option, it won't get the response you want. Make sure you give users the opportunity to click a link that leads to your desired product or service.
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The subject line really matters
How do you get modern web users to open your email? Add an incentive to your subject line. Draw customers in with “free shipping” or “50% off” or something similar. Then use a tracking program to track your open rates and use that as an advantage for future emails.
Set goals and stick to them
As with everything, it's essential to have an end goal and a vision. Every email you send is part of a bigger message. You don't want to send something just for the sake of sending it. Setting a goal will improve the quality of every marketing email you send by making your content clearer, your structure more concise, and your promotional strategy better thought out.
Social media helps your business gain recognition and credibility. Source: Shutterstock
Create a calendar that outlines what needs to be sent and when, making the whole process much simpler for you and your company.
Back it up with social proof
About 88 percent of consumers trust online reviews as much as personal recommendations You can talk all you want about the great uses for your product or service, but what sets you apart from the rest?
Testimonials from real organic users and subscribers. Actively manage your social media feeds, such as Twitter and Facebook, and extract positive feedback and comments to incorporate into your marketing campaigns. This will build credibility.
SEE ALSO: Social media increases the effectiveness of employee advocacy, study finds
As the saying goes these days, if it wasn't for social media, it wouldn't have happened.
Email marketing allows you to reach your customers from anywhere, on any device, and build strong, lasting relationships. Backed by both expert opinion and industry statistics, email is of major value to businesses looking to increase sales, attract new customers, and grow revenue.
Natasha Smerling
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Tashajun
A storyteller based in Los Angeles, California. Passionate about creating art that not only sparks conversation but impacts others. Currently fighting for women's rights, apologizing for my cynicism, convincing others that Kobe was always better than LeBron, and overeating on carbs.
