While some say that email isn’t an effective marketing tool anymore, research shows that it still has the highest ROI of any online marketing tactic.
One reason is that email is still a dominant avenue of communication in business. In fact, 91% check their email daily.
Email subscriptions to websites for updates and information is growing at the fastest rate ever, with 74% of consumers actually preferring to receive commercial communications by email.
Review Your Email Lists For Segmentation Opportunities
A common opportunity we uncover is email list segmentation. Companies usually default to using a single email marketing list and offering a monthly newsletter signup.
The problem here is that a ‘one-to-many’ email message – especially a newsletter – isn’t relevant for every customer. Every customer does not need every email.
It’s vital that you craft your email marketing lists into the appropriate segments. Rather than just focusing on a monthly newsletter, for example, you may segment a list by actions customers perform on your website. You’d do this so you can hone the message and make it more relevant.
Segment your audiences based on how the person signed up for the campaign. Did they sign up in the process of downloading a free resource guide? They might be doing their early-stage buying research and need messages crafted towards that purpose.
Send Email From A Real Person’s Email Address
It may seem like common sense to send email marketing campaigns from an administrative or vague email address like “info@,” but you may want to reconsider.
If there’s a recognizable name and email address in your email campaign, your open rates will be higher. Use a recognizable name that customers would look forward to getting an email from.
Also, you might want to make sure the email looks like it’s coming from a real person instead of over-designing your email. The more personal you can make the email look and sound, the more effective it will