Email marketing isn’t dead. It remains one of the best ways to attract and retain customers. The data is evident with 99% of email users checking their inbox every day, with some checking up to 20 times a day (OptinMonster, 2020). When looking at personal preferences by demographic, 74% of millennials actually prefer email communication when receiving marketing material, followed by 72% of Gen X and 60% of Gen Z (Bluecore, 2021).
What about engagement? It’s helpful to put engagement rates in relative terms. According to OptinMonster, social media engagement for the “big 3” (Facebook, Instagram, and Twitter) isn’t even 0.6%. However, email’s open rates across industries are nearly 23%, and email click-through rates (CTR’s) are at 3.71%.
As invested marketers, we can’t be ignorant of these statistics. It’s critical to factor email marketing into our marketing strategies and customer journeys to reach our target audience effectively. But we must do it carefully because consumers have the power to relegate our emails to the spam folder swiftly.
How to hit the mark with your email marketing strategy
Prioritize Personalized Content
Smart personalization beats generic emails any day and builds trust with your audience. Creating personalized experiences throughout the customer’s journey is key to turning leads into customers and customers into brand loyalists.
Smart subject lines are a straightforward way to create personalization in your email marketing strategy. Addressing the customer by their name or another known factor grabs the reader’s attention. Segmenting customers according to their lifecycle stage or some other element also creates personalization and adds value.
Smart calls-to-action (CTA’s) are also powerful tools in assisting your leads progress further in their customer journey by providing them with targeted offers. For example, you can create a smart CTA for people in the early stage of their journey (e.g., they filled out a quiz) to check your blog for educational content (which should also have a CTA!).
Dynamic text is another helpful personalization tool to show different content to different customer segments. For example, you can provide different text to customers segmented by region (international vs local).
There are endless ways to cut the data and segment your contacts, so you must map it out and execute it in a meaningful way because garbage in is garbage out! And that also means continuously analyzing and optimizing your campaign performance. Continue to experiment and iterate on your processes.
Providing Value and Building Relationships
Email marketing is a great tool to provide value to your customers even when they aren’t making a purchase. You can provide them with helpful resources and information to build trust and loyalty. For example, link to an informative blog post or a news article with some of your insights. The more relevant your information is, the better. And this will also serve to generate traffic to your site and improve your SEO.
With the right tools at your fingertips, email marketing is your most measurable channel in terms of campaign performance. If you’re looking for help with your email marketing strategy, Human Code is here to help you see measurable results.