Bri Bauer of iMedia Connection provides some interesting tips on how to get customers to open emails and act on them.
Understanding the ROI
An effectively implemented email marketing program can drive significant traffic, According to the 2012 Channel Preference Survey, conducted by the digital marketing group ExactTarget, email is the preferred permission-based marketing and service channel:
- 76% prefer email over all other channels for customer service messages.
- 66% of teens (ages 15-17) prefer email over all other channels for permission-based marketing.
- 96 percent of online consumers use email at least weekly.
It’s also highly effective:
- 66 percent have made a purchase after receiving an email marketing message
- Email marketing drives more consumers to make a purchase than Facebook and text messaging combined.
Once people have signed up to hear from your brand, they want to be kept informed. You want to provide them with communication that gets opened and drives them to take action. Here are 5 practices that drive results.
1. Refresh Your Address List
A recent Experian survey found that more than 90 percent of companies suspected that up to 25% of their data is inaccurate. Look at the number of bounce-backs or routinely un-opened emails.
2. Create An Engaging Title
To avoid getting preempted by a spam filter, avoid spam filter-friendly language such as “free,” “act now” and “limited time”.
3. Develop User-Friendly Design
Make the communication responsive and scalable to multiple platforms, allowing users to take action, whether they are viewing it on their mobile device or desktop computer. “Avoid the sophistication trap – email marketers see the most success with layouts that have little noise (graphics, photos, video and scrolling) with a clearly visible call to action.
4. Understand Their Motives for Signing Up
Knowing what motivated people to sign up for your emails in the first place will help you understand them as a community and facilitate delivering what they want:
- Are they looking for discounts?
- Do they want something to do?
Based these insights, you can provide them with relevant content to inspire their curiosity.
5. Provide Value
Your emails should offer relevant substance and value to your readers, including news, brand insights, and customer survey information and spare body copy.