Being entrenched in the world of organic search and social media can make even the most well-rounded search strategist forget about the value of e-mail marketing.
According to an August 2013 report released by the Direct Marketing Association, E-mail marketing yields an average 4,300% return on investment for business and brands across the United States.
E-mail Marketing in 2014 and Beyond
Considering the rise in use of mobile devices over the last four years, consumers are continuously becoming more comfortable with making on-the-go purchases. In fact, it is estimated that commerce transactions will reach $3.2 trillion in the next three years, according to Juniper Research.
Brands eyeing the soon-to-be largest, most lucrative demographic — the Millennials — will love to know 18-39 year olds check their e-mail more than anything else on their phones. So getting your brand’s icon and call-to-actions in front of audiences they frequent the most can provide significant rewards.
While it may seem more popular to run a social media contest (although it never hurts), learning how to optimize your e-mail marketing efforts can prove to be an invaluable part of your brand’s entire digital marketing campaign.
Consider Timing and Target the Senses
Even if your brand has successfully developed a large list of members who regularly receive your newsletters, most consumers do not spend more than a few seconds trying to understand the content in front of them before deleting the e-mail or moving on to something else.
Avoid using generic images, instead offer a variety of pictures that clearly articulate your purpose. Include call-to-actions that speak directly to the audience, while also representing themes that trigger positive responses. This could look like a United States Flag that asks viewers to buy products from an American company, influencing consumers to make a purchase because they feel good about “buying local” or “buying American.”
Connect With the Individual
While it may seem obvious, taking time to create personal, unique copy for your audience is key for maximizing opportunities considering response and engagement rates. So when possible, make sure to include custom information that is specific to the individual or audience’s history and needs.
Considering even the smallest details like addressing consumers by their name opposed to the generic “customer,” goes a long way in providing a sense of trust and confidence that can translate into direct conversions.
Streamline your marketing efforts by aligning with a quality e-mail service provider that allows you to develop and send attractive, optimized e-mails to mass audience.
Companies like MailChimp allow marketing executives and e-mail strategists to track the progress of their campaigns through real-time reporting and analytics, allowing you to improve internal efficiency and increase the rate of return on your investment.es.
Target Specific Demographics to Increase Engagement
If possible, create specific e-mail groups that allow you to send custom, targeted messages that speak directly to the unique demands of segmented consumers.
Offering unique content to target audiences allows you to offer exact solutions that resolve niche dilemmas / needs, supporting conversions and transactions.
Make Time for A/B Testing
If you are investing thousands of dollars or more on executing an extensive campaign, it’s certainly worth the time and energy to perform a series of A/B tests that gauge the strength of your e-mail’s headlines.
According to Convince&Convert, 35% of consumers open their e-mails based solely on how compelling the headline is.
Create titles that are direct and almost summarize the main point of the content that exists within the e-mail. Depending on what e-mail service provider you subscribe to, brands can send out two versions or more of the same letter and track their success through analytics.
Jump Start Your Profits
Creating and implementing an intelligent e-mail marketing campaign can introduce your brand or business to new consumers from all over the world.
Whether you are coming off of a trade show and have access to the participants’ e-mail addresses or you’re building your own followers with social media and targeted content, learning how to properly optimize your efforts and aligning with these tips will help open up additional opportunities for increasing your annual profit margins.
Subscribe to SEJ
Get our weekly newsletter from SEJ's Founder Loren Baker about the latest news in the industry!