Email marketing is known to be the marketing strategy with the highest return of investment (ROI) ratio. In fact, according to data shared publicly by LiveIntent, a marketing platform, their newsletter engagement has increased a lot during the pandemic.
It showed that gains were the highest for email newsletters that covered shopping (83%), finance (43%), and hard news (38%). That only means one thing, consumers are more inclined in responding to their emails rather than engaging in targeted ads from social media platforms.
But it’s not just about sending a generic email to your prospective leads and subscribers. Remember, you are competing against different platforms and big brands in your market. So how do you outperform them? Check these tips out.
1. Personalize email messages
Instead of just writing “Dear Customer,” or “Hello Customer,” in your emails. Use their names. Track their purchase activity so you can suggest better products and improve their experience.
That way, you’re building a connection with your users by making them feel they’re being treated specially. And once they feel you’re thinking about their needs, they’ll be more inclined to engage in your call to actions.
2. Segment users based on personal data
Use your customer’s attributes as a means to make your targeting efforts more accurate. Not every customer in your mailing list wants the same thing. For example, if you’re selling power tools, then segment your mailing list into all-males because not a lot of women would be interested in buying those.
Don’t classify your customers based on gender alone. Segment them based on other attributes like age, budget per purchase, and what time do they prefer to receive emails. This will give you an idea of who should receive a product promotion and when.
3. Encourage and incorporate user-generated content
Sometimes, your customers know better how to market your product than you do. So allow them to do so. Ask them to make a testimony of your goods. It can be through words. It can also be through a picture or video of them using your product.
When they respond, write their review in your email or attach a link to their video review. This is because a lot of consumers prefer to check what other consumers think of a product before buying.
4. Make your email campaigns more accessible
A lot of marketers tend to forget one demographic when it comes to marketing – the physically challenged. Because the blind cannot read any email, you should put audio marketing in the message’s content.
This goes the same with colorblind people. They cannot be appealed by dazzling visuals. It means you should make some of your emails more simple-looking. You’re also preventing seizures among individuals with photosensitive epilepsy as well.
Make sure to categorize your users first based on the challenges they face when absorbing your content so you’ll be able to create an email marketing campaign that caters to them.
To do this, you need to include in your mailing list form an accessibility section.
The future of email marketing is not about sending as many campaigns as you can. That only leads you to the spam box. 2021 email market campaigns are about individuality, demographics, accessibility, and a more user-centered approach. So get to know your customers well. Ask them for feedback so you can improve your services and create more unique marketing strategies.
There’s more to learn at LIFESTYLE SOLOPRENEUR. Check these marketing-related articles out!
