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The increasing use of emails as a marketing strategy

  |   Email Marketing, Marketing Strategy   |   No comment

Realizing that the use of the Internet has become widespread, current marketing strategies has taken precedence over more traditional marketing methods such as flyers stashed in your physical mailboxes, or persistent part-timers waving pamphlets and coupons along traffic-clogged streets. It therefore comes as no surprise that emails today represent one of the most important and powerful marketing medium companies use to reach out to their target market. Hence, now is a more critical time than ever before to start personalizing your emails and making sure that whatever content it includes will be relevant and engaging for your readers.

Here are some tips to consider when designing and implementing your email marketing campaigns:

Be mobile-friendly
Many people are on-the-go now and use mobile devices such as phones or tablets to access the Internet and check their emails. In fact, email open rates on mobile devices increased by 34% from April 2011 through September 2011 as compared to the previous six-month period (HubSpot) and this trend will continue to rise in subsequent years.

Compliment and complement your other marketing strategies
It is important that your email marketing strategies compliments and reinforces other marketing efforts such as content creation, social media engagement, and search engine optimization. For instance, it is highly recommended to add social media sharing buttons to your emails. 65% of the top fifth of B2B marketers in social media lead generation integrate email with social media, compared to the industry average of 51% (Aberdeen research).

Combine data from various communication channels such as from your website, your ESPs, your social media networks to track and analyze possible relationships. Insights gained enables more sophisticated customer segmentation and thus can be used to finetune your marketing efforts to further engage your customers.

Create Engaging Content
Consumers are getting increasingly picky with extremely short attention spans so be sure that the content you generate is personalized and suited to their interests. This can be done by performing a quick survey to determine what customers in your target market are talking about and what questions they have. Publish timely content that answers their needs and this will encourage them to keep their attention on you and click on your emails. In fact, MarketingSherpa reports that emails tailored to specific audiences through segmentation get 50% more clicks than their counterparts.

While the list of email marketing techniques is by no means exhaustive, the tips presented here have proven to generate a rise in click-through rates, open-rates, and the likelihood of converting your targeted audience into paying customers for your business.

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