Even with the phenomenal rise of social media and other communication platforms, the email continues to be the most reliable means to reach a customer these days. How email marketing would fare for a business, however, greatly depends on how well organizations design it to be responsive to their target market’s needs.
Below are some of the best practices to adopt when developing an email marketing strategy:
Make them freely provide their email. It is best when users do not feel as if they were hostaged to part with their personal information – and email is a closely guarded info for many users. One way to accomplish this is by rewarding users who do, perhaps with a free pass to your exclusive event, or a sample product from your business.Alternatively, you can make it the single requirement to a free download of a relevant and well-crafted resource material.
Be transparent with your intentions. Inform them exactly why their email is being requested, and what they can expect: Is it for them to be part of a database? Will they be receiving newsletters? How frequently can they expect one? Or will a sales agent contact them soon after? Whichever the case, they should feel that they are in control and can opt out anytime, and they must be assured that they will not be spammed.
Do not spam. When you promise not to spam your subscriber, do not break it. It takes just one click of a button to automatically relegate your email address to the spam folder, and there will your emails land forever.
Invest in email analytics software. Do monitor the performance of your email strategy. The software should be able to note whether your emails get opened, how long the user spends time viewing it, and what actions they do upon reading (Do they click on the links? Do they purchase your product or service? Or do they flag your email as spam?).
Always include a call to action. After reading your email, your reader should know what they actually need to do next. Should they visit your store? Or give you a call? If so, include the necessary details – in fact include a link that lets them do that. A smart functionality may allow them to talk to your sales agent instantly.
Learn more about effective email marketing by talking to digital marketing experts at GBX Digital today.