Too many businesses pursue new clients, when existing loyal customers are far more valuable.
This is where the power of Email Marketing comes in! This action is the best way to retain loyal customers. Email addresses are the high-value currency of exchange on the web!
When exploring this type of marketing channel, here are the Do’s and the Don'ts.
Do: Personalize
The content that you view every day is personalized to an extent. Personalization is studying your customers, learning their habits, and leveraging this data to provide them with custom content or offers that you know will interest them.
Personalization is proven to increase open rates and drive revenue by as much as 760% because it helps marketers give subscribers more relevant, individualized content.
Basic email personalization includes tactics like using a subscriber’s name in the subject line. More advanced tactics can include changing the content of the email based on a subscriber’s gender, location, or other things you know about them. However, personalization can also be including relevant information in a timely manner that comes from a real person at your business.
This individualized treatment increases email marketing metrics massively. Personalized email marketing campaigns will give you a better chance at making those conversions you desperately want.
Do Not: Buy a List of Emails
To build an effective email list, you want
these email addresses to be from past clients and people who are interested in your company. Build a permission-based database by inviting people to join your email marketing list.
There are several ways to invite people – sign up on websites, social media, etc. For example, post an Instagram story with a question and ask for them to answer with their email if they want to learn more. Or when a user clicks on your website, have a pop up ask them to enter their email for updates on your business.
This is an organic way of collecting the emails from your target audience. This audience is interested in your products or services already, so you can directly target them.
Do: Keep Subject Lines Short
You only get one chance to make a first impression. That is exactly what the subject line of your email is, a first impression! It is the reason your recipients will either open your email or send it straight to junk mail. That is why it is important to keep an email subject line informative, catchy, and brief!
About 47% of email recipients open the mail based on the subject line only, and those that are personalized are 22% more likely to be opened. That statistic shows that subject lines are extremely important for your email marketing campaign’s success.
Do Not: Forget to Add a Call to Action
A call to action is a marketing term that refers to the next step or the action that we want our audience to take. A call to action can be as simple as clicking on a link that leads to your website or encouraging your audience to download your app.
No matter how great, compelling, or engaging your email is, not adding an actionable link can lead to failure. This is because a single email is not enough to show your readers everything you have to offer, you want your audience to feel a sense of urgency to learn more!