All too often, marketers put out mediocre email content that doesn't capture interest or connect prospects and customers in meaningful ways.
If this sounds like your situation, don't fret. You can change this! Besides, email marketing has held a top spot as an effective method to leverage conversion rate optimization for years - and it's not going anywhere.
A 2015 Business Insider study indicated that over one-third of Americans regularly check their email throughout the day. On top of this, approximately 16% check their email four to six times a day. Factor in the surge of mobile device usage over the past few years, allowing people greater connection to their email outlets.
Take advantage of this data and insight in a number of useful ways listed below.
So, what is mediocre email content? It's the kind of content that proudly (rather too proudly) emphasizes the updates and accomplishments of one's organization.
This content hits home for you since it's focused on the inner workings of your business, but it doesn't hit home for your leads or customers. This is a big problem when it comes to generating more leads online than what you already have, among other things.
In other words, you may not talk enough about their problems, tell their stories, acknowledge and implement desired solutions, or whatever else is on their radar. Or you may not cover those things in a convenient email format while addressing your reader as more than a user. Do you enjoy getting email newsletters that open with "dear user?"
Luckily, you can insert commands into your emails that personally address each recipient by their name. This is thanks to advanced email marketing platforms. In addition, you can also add in other details related to their buying preferences, purchase history, location, and more.
Take things up a notch by incorporating deals into your emails to generate leads online and improve customer satisfaction. Everyone loves a good deal, right?
Consider adding in coupon codes or printable coupons for savings online and in-store. This is a good way to leverage interest in new products or services. Also, include freebies (not just partially priced goods) occasionally to let your recipients know you appreciate their interaction with your business.
Doing all of this will keep them on the lookout for your email newsletters.
Go further by optimizing your use of A/B testing. Consider fine-tuning audience preferences through these convenient tests that compare one kind of email newsletter to another.
Besides, email marketing trends are always changing based on consumer culture. It's important to keep up with the pace the best you can.
For example, ask yourself these questions. Do they respond best to a humorous or serious tone? Do they prefer real-life stories over statistical data? Do they prefer visuals over text? What about color schemes and text font?
Overall, keep in mind that it's not just about what you say in your emails; it's also about how you share your messages. Gear everything towards your target audience. As a digital marketing agency, this is something we can help you with. Schedule a consultation to revitalize your email marketing campaigns.