Four simple ways to improve your email marketing campaign.
You may have noticed recently that you’ve been getting the same email from different businesses and websites. Following the implementation of GDPR, companies across Europe are asking for your permission to carry on their email marketing. In this uncertain time for consumers, it’s vital that your business understands how to optimise your email marketing to be as effective as possible; now, more than ever.
Here are our top four ways to improve your email marketing campaign:
- Fewer promotions
- Be dynamic
- Be friendly… to mobiles
This isn’t just adding the recipient’s first name to an email. You’ll want to create an email that feels as personalised as possible without it reading like it could have been sent to anyone. The days were the only possibility of marketing was to write a promotion then hit “send to all” are far behind us. Now, you can tailor emails to include content based on, for example, their purchase history. Make it seem like you’ve sat down and crafted an email for one customer, and you’ll be drowning in web-traffic.
No, that’s not a typo. If your company is sending out countless promotions and offers, your hard work is likely to get marked as spam. Consumers these days don’t want a hard sell. They want to make the choice to visit your site or buy your product/service themselves. Instead, simply pique their curiosity. Invite them to read your latest blog post, as you think it might interest them. Or, even just thank them for their patronage.
Your email needs to stand out. When your customer logs on to their email to delete all the generic promotional offers that your campaign is trapped behind, you need them to spot yours before they click “delete all”. Instead, stand out from the rest with an irresistible subject line. Then, when curiosity has the better of them and they open it, the email needs to be entertaining or educational, but it must be dynamic. Include images, videos, infographics, or, allow them to use shopping basket features within the email. Give them a reason to get invested.
Be friendly…to mobiles
Roughly two-thirds of emails are opened on a phone. That’s around 66% of your entire potential client/customer base. If they’re opening emails that don’t load well on phones, chances are it will be deleted, or it will be “saved for later” which will never come. As phones are becoming more and more advanced, the more people are turning to them as computer alternatives. Your email marketing campaign needs to embrace this. If it doesn’t already, prioritise this.
Don’t be put off by the current GDPR implementations, email marketing is far from dead. If anything, it means email marketing needs to strive to be the best as it can be. Our experts here at KUB are here to help you do just that. If you would like a consultation regarding your company’s email marketing, give us a call on 0333 050 9053, or email us at firstname.lastname@example.org.