In recent years, email marketing has gone down due to social media and paid ads. In reality, email marketing is still regarded as one of the most efficient ways to reach your customers today and increase sales. To make sure you’re using the proper techniques to generate click-throughs and increase sales, read on to find out about the four email marketing techniques you need to be using right now.
Subject lines are everything. When an email shows up in your customer’s inbox, the first thing they read is the subject line, which will determine whether or not they open it. Many companies know the importance of headlines but forget that using generic headlines, like 75% off body care, tends to get your emails sent straight to the trash folder. Your customers love a good sale, but they also want value. The key to subject lines is to keep them short and vague.
An excellent example of this was President Obama’s email fundraising campaign when he used subject lines such as “Hey” and “Wow.” This approach contributed to Obama raising $690 million for his campaign. Keeping your subject lines short and vague will increase your open rate instead of getting sent straight to the trash.
Your customers subscribed to your mailing list for a reason. More than likely, they probably thought by signing up, they would get exclusive content that was just for them. So offer them something that is just for email subscribers. They will not only feel valued and appreciated as a customer, but they will likely stay subscribed and click through your emails more frequently.
Retail stores do this well when sending out exclusive coupons and early sale access to their mailing lists. You can do something similar to this, but make sure it’s something you know your subscribers would be interested in.
A little personalization can go a long way into making a customer feel valued, whether using the customer’s name in the greeting of the email or focusing on your customer’s purchasing history or demographics.
For example, Wayfair sends personalized emails based on suggested products or deals. This makes the email personable and makes me more inclined to open their emails to see what discounts might interest me. Keep in mind that too much personalization can also deter customers, so make sure not to overdo it.
Everyone has a cellphone, which means that the most common product used to check your email is through your phone, especially when consumers are out of the office. According to Hubspot 2017 Marketing Statistics, “two-thirds of emails are read on either smartphones or tablets.” So when the emails you send out are not mobile-friendly, that customer is likely to delete them or, even worse, unsubscribe. Before sending out an email to subscribers, ensure it is optimized for mobile and watch your click-through rate soar.
Social media is a great tool to reach your customers, but you can’t neglect email because it’s not going away anytime soon. There are various techniques to use when it comes to effective email marketing, so test different ones and find out what works for you. Good luck!
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