Did you know that 99% of consumers check their email every day? And, 59% say that marketing emails influence their purchase. If you're not already invested in email, then you're missing out.
Whether you're just starting with email marketing, or you are rethinking your campaigns, I can guide you through the steps you need to build a solid strategy helping you to build brand loyalty and trust amongst your target audience.
Email marketing is an effective way to keep customers informed about your product/service. Not only is email one of the cheapest forms of marketing avaliable, but it also has the highest ROI with the largest reach possible.
There are over 5 billion active email accounts worldwide, meaning email marketing is an opportunity not to be missed. When using email think about the reader, think about all the readers. Will all the readers on your database want to read the same information? Probably not. This is where segmentation comes in. According to Experian personalized emails deliver 6x higher transaction rates!
With a 15% higher opening rate and a 100.95% higher click-through rate than non-segmented campaigns, it's obvious why businesses are moving away from the one size fits all approach. Think about it; your database is full of consumers with a variety of different demographics and interests.
Say you're a sports brand sending out emails about the launch of your new men's footwear range. Who do you think would want to receive that? Customers who identify as female, customers who only buy from the kid's section or men who have previously purchased, subscribed or engaged with your brand. Once you've started to build your segmented lists, you can begin to target your audience using a variety of email campaigns. See below for my top 7 email types.
If you've got a promotion going then it's great to let people know. Don't overwhelm your leads with the same email though, put thought into a campaign that is progressive.
As with welcome emails, abandonment emails have a high open rate. When someone puts something in their cart but doesn't complete the purchase, try offering an incentive like a discount code.
Automated emails are triggered by a user's action. Maybe they downloaded content, completed a purchase or registered interest in an event. According to DMA, over 75% of email revenue is generated through triggered campaigns, rather than one-size-fits-all promo campaigns.
If you're in e-commerce, then seasonal campaigns should be one of your most effective email campaigns. The holidays season is one of the busiest and most lucrative times of the year growing 4% year on year.
Sending a newsletter allows the reader to keep up to date with your business. They shouldn't be sales a pitch; they should be informative with the aim of building brand loyalty and providing share-worthy content that grows your audience organically.
If you want to build brand loyalty and turn your customers into repeat customers, then having a series of post-purchase emails is an excellent place to start. The intent isn't necessarily to sell products so you might consider sending a thank you email, product reviews, tips, loyalty promo codes etc.