Email marketing has been around for years, everyone’s inbox reflects the ongoing pursuit of companies trying to lure us into deals, promos, sales, surveys, and other engagement strategies. How often are you hooked? The answer is probably “not often.” You probably trash more emails from companies than you read. In North America, between 2010 to 2016, email open rates increased to an average of 55%, a little over half of the marketing emails sent were actually opened by consumers. Doesn’t seem like much of an “aha” moment, does it? Why then in the marketing world are emails considered one of the most successful and best ways to communicate with clients and increase sales?
Often it’s trust. You trust the email notifications from a particular company, perhaps it’s one of your favourites, and you shop with them regularly. Why wouldn’t you want updates from them on what’s in stock, what’s on sale, or what the latest news and trends are? Trust goes a long way, but there is a secret ingredient that can be a great way to increase your brand awareness, generate more leads, identify better-quality leads, improve conversion rates, and reduce marketing costs. That ingredient is targeted personalization. In fact, 73% of shoppers prefer to conduct their purchases and business with brands that personalize shopping experiences.
How to Put Personality Into Your Email Marketing Campaigns
Let’s talk about how you can improve your company’s next email marketing campaign for optimal ROI, whether it’s a specific promo, a newsletter update, or an automated email. See how you can increase your chances of a click-through and decrease your chances of ending up in the trash bin.
This is what your potential customers will first see before they click or delete, and it’s super important that your email subject line be catchy, informative, and enticing. From “Uh-oh, Your Prescription Is Expiring,” (Warby Parker), to “Don’t Open This Email,” (Manicube) and “Where to Drink Beer Right Now” (Eater Boston) you want to make it impossible for the recipient not to look because you’re speaking to their personal experiences.
If you can speak directly to each individual by their first name, you’ll encourage a relationship with your existing or potential new customers. It’s way harder to ignore an email that starts with Dear Steve than it does Dear Subscriber, and the data backs this up. According to the newsletter software company, Campaign Monitor, “personalization increases open rates by 26%.”
Use personal language throughout the email as well, as though you’re speaking to one person only, rather than sending out one email to hundreds of faceless shoppers. Don’t be afraid to use your own name rather than the company brand as a sign-off. Again, the goal is to create a line of communication from one person to another person. Essentially: building trust.
Segment your subscriber lists and craft personalized email content that is marketing your goods and services specifically to each audience. According to WebsitePlanet.com, “properly segmenting your subscriber list can increase your open rates by as much as 39%.” For example, sending a “sign-up for our newsletter” email to a client who is already on your newsletter list is obviously not going to be a win. Sending an “exclusive members-only promo” to subscribers, or an “uh oh, you left items in your shopping cart” to shoppers who’ve not yet completed a sales transaction, could just be the friendly, individualized service the recipients needed to get back to your website and convert.
Also bear in mind that you’re writing for an online audience of mainly scanners, not book readers who like to delve into novels. Book readers may be reading your emails but in the online environment, keep it short and sweet in digestible bites. Add white space, paragraphs, headers, and graphics to break up the word count.
Automating emails based on customer behaviours works, and the data proves that automation can lead to higher conversions than social media. There are many types of automation available in advanced email marketing strategies. Autoresponders, or trigger emails, will nudge website visitors based on their behaviours, like a reminder about an abandoned shopping cart, or a welcome email to a new sign-up or subscriber. Special occasion emails can be sent out as a promo for customers on their birthday. Drip campaigns, sometimes also called lifecycle emails, are a package of emails sent to a customer that aims to achieve a specific goal. Drip campaigns can be educational like a “how to” series or created for the purpose of nurturing new leads or retargeting existing leads. These types of automated emails have a 70.5% higher open rate than regular marketing emails.
There’s plenty of other tips easily found in a quick search online that will help you craft compelling email marketing language and design. We encourage you to do some Googling for real-world examples of companies creating successful email marketing campaigns. Do your research, and then do it better. You got this!
Do you want help getting started? From building your newsletter template, and subscriber lists, to writing compelling copy that will convert, Alpha Strategy offers email marketing services that bring conversion strategies to life.