Email marketing dead? We don’t think so. Particularly in the workplace, email is an integral part of daily communication. The fact alone that more than four billion people worldwide use email on a daily basis means it’s still a smart place to focus your marketing efforts.
But we’re also navigating oversaturation, inundation, and shorter attention spans. It’s critical to ensure your emails rise above the noise and count among the ones that grab your recipient’s attention by delivering more than just another item to delete.
You don’t like a cluttered inbox, and neither do your customers. In today’s email game, quality takes precedence over quantity. Personalized content that offers value to your customers and provides them an opportunity to engage will result in a stronger ROI than too frequent, self-serving, superfluous contact.
Speaking of ROI, that’s another reason to tout the merits of email marketing. Average rates range from $36 to $40 for every dollar spent, making it a consistent, reliable, and cost-effective way to achieve positive metrics.
So how do you ensure your email will engage your customer?
- Make it personal
No one wants to read an email that doesn’t have anything to do with them. Most popular email marketing platforms have the ability to customize. But truly personal email goes beyond just putting someone’s name at the top. Think customer personas, segmentation, customized sender names, anniversaries and statistics, and dynamic information within the body of texts. Consider what matters to your audience or particular segment, and tailor your content so it relates to their needs. - Make it interactive
If this blog post was one long paragraph of text with nothing to look at, you would not have made it to this point. Interactive email content can draw your reader in and greatly increase their likelihood to click. Videos, surveys, quizzes, reviews, image carousels, and even simple buttons and anchors go a long way toward hooking your audience and encouraging them to linger. What’s more, clickable elements can give you even more valuable data so you can further personalize your next email. - Make it valuable
Perhaps the best way to ensure an email catches your reader’s attention is to include content they can’t resist. What questions do your customers have? What are their pain points? What information might make their jobs easier? By sharing things that add value to their day, you’re creating clickable content. Plus, you’re positioning yourself as a helpful authority on a relevant subject, one your customers will be more likely to turn to when they need your area of particular expertise. And if they find your content valuable, they might even share it with a colleague or their social networks, increasing your overall reach.
Have you given up on email marketing? Has it become routine? Don’t leave that potential untapped! Implement these approaches to your next email blast and monitor how they move your stat forward.
Need help getting started? That’s what we’re here for! Reach out today… by email, of course.
