You may have read some articles that say that “no one reads their email anymore” or that “email is dead.”
While that might be true about the mass forwards you get from that certain family member, businesses that strategically use email to create awareness or sell products are still capturing more leads and getting more conversions than ever before.
Here are a few stats to make you believe again in email:
- A survey by the Direct Marketing Association and Demand Metric showed that email had a median ROI of 122%. (source)
- Yes, millennials check email, along with everyone else says one survey by Adobe. We all especially do it while watching TV and movies, in bed and on vacation. (source)
- Think triggered emails will annoy your customers? They actually work better than “batch and blast” emails, with a staggering 624% higher conversion response. (source)
- Email notifications about abandoned carts have a 40.5% open rate. (source)
- 86% of consumers would like to receive promotional emails from companies they do business with at least monthly. (source)
So don’t give up on email. Chances are, as a busy business person, you’re fatigued by bad email (we all are), but you still probably have one email you open every time it hits your inbox.
You can be that special email for your customers.
Here are some of our best tips for email marketing for your business:
1. Don’t just send email to send it
Have a specific strategy and purpose in mind. Do you want to create awareness? Sell more product? Gauge interest? Educate? Make sure your purpose behind email is crystal clear so that you don’t burn out your customers with email that doesn’t matter to them.
2. Test for success
Don't just send email because it seems like a good idea. The email should have a purpose depending on the audience. Whether it's a visually designed teaser promoting a sale or coupon code, an informative newsletter from a landscape company promoting seasonal lawn tips or a great selection of products that are on sale to purchase, make sure the email has a purpose and a strong call to action.
3. Target with list segments
Not every customer needs the same email or offer. Maybe you just want to send a special promotion to new list members, or perhaps you only want to engage with your top buyers.
Send specific emails to a specific segment to get a specific response. You’ll love the ROI, and your customers will like feeling like they’re not just a name on a list.
4. Try automated responses
Customer abandons their cart? Set up a triggered email response to hit them the next day and remind them to buy. Customer hasn’t purchased for a while? Set up a triggered email with a 15% off coupon for when they make their next purchase.
There’s lots of creative ways to use triggered response emails, and they’re effective. Customers feel like they matter, and it helps you to bring the attention back to you.
No matter your approach with email marketing, don’t be fooled into thinking it can’t work for your business. Watch your numbers, adjust your approach as needed and take advantage of capturing your customer’s attention in their inbox. Need help with email? Let’s talk.
