Email marketing is one of the most effective and widely-used online marketing strategies a business today can implement. It is relatively cheap, uniquely personal, and directly affects a businesses’ core target market. But with spam and social media clouding users attention, how do business owners optimize their email marketing technologies to provide the highest ROI possible? FreshAddress’ Partner Insights series provides a platform for industry experts to voice efficiency tips and strategies they themselves have learned in their profession. This week they addressed email marketing, and changes business owners can implement to boost email efficiency.
Use Event Triggered Messaging
Ed Hadley, Senior Marketing Manager of Neolane Inc, suggests supplementing campaign strategies for event-triggered messaging driven by consumer behavior. Users are never more interested in a businesses’ product or service, than right after they have taken the time to invest in it. Hadley claims that this is the best time for an online marketer to target the user with after purchase messages such as a transactional follow-up or a leverage email directing the user to similar products. The key in this strategy is to strike while the iron is hot. To tempt the user by encouraging the brand, without overloading by sending months of reoccurring promotions. The data company Gartner estimates that inbound and event-triggered techniques will see a 600% higher response rate than outbound campaigns. Hadley also advices against overloading the user with unimportant information. He calls for a quality over quantity approach. A user needs to know that what a business is sending them is valuable, otherwise they will tune out to the message altogether.
Digital Body Language
Dennis Daymen, Email Delivery and Privacy Officer of Eloqua, focuses tuning into potential users “digital body language.” What pages has the user visited before? What coupon/article have they been known to click through? Knowing the answers to these types of questions can greatly benefit a business in terms of marketing efficiency. Daymen states that, “marketers should asses a prospect’s wants and needs while also looking back at previous purchasing habits to make informed decisions on how best to target them.” In short, marketers need to actively walk the fine line between pushing what they want to sell/promote and what content the consumer wants to see building in his/her inbox. Social media can best be accredited to this shift in thinking as it is undoubtedly a catalyst in the micro-marketing approach. Daymen also counsels business owners to stay on message. When marketers tread off topic, and promote content the user didn’t sign up for, the user gets frustrated and either tunes out or unsubscribes. “Never assume subscribers will want new information; never think for them. Subscribers should have control over selecting the information that’s most relevant to them. If you remember this, you’ll be rewarded with a loyal subscriber base.”
Digital Media Integration
Rich Christ, Vice President of Amergent Inc, recommends weaving email marketing programs with new media integration. He suggests pulling excerpts from one form of media and platforming it across all open channels. This strategy streamlines content, and unifies the consumer with a businesses’ overall brand.
Rick’s Digital Media Tips
- Build excitement with posts and tweets a couple of hours before the email release and follow with updates a few hours after the launch. Link one of your posts or tweets to an online version of your latest email.
- Provide sample “share” copy with colleagues, volunteers and friends, so they can help spread the word via their own social network sites.
- Use compelling graphics for goal-oriented campaigns such as a thermometer on your Facebook page to display the latest results.
- Include a “last minute reminder” tweet and post for appeals with a deadline.
- Accommodate mobile: Most smartphone users view much of their email on their phones, so make sure your email messages will render nicely on Apple and Android devices. Every page on your website should be optimized for mobile browsers.