Email marketing is still one of the most powerful digital marketing instruments to use today. You have the opportunity to connect with your audience directly through emails. Even better, email communications can be very personalised and targeted, even when the campaign itself is meant for a wider audience.
There are more ways to improve your email marketing campaigns than ever before. Modern email marketing tools are designed to give you a lot of options when it comes to personalising your communications with recipients. These simple tips will help you elevate your email marketing efforts to a whole new level.
1. Personalize with Strings
If you are not personalising your email content using strings and values, you are missing out on a lot of opportunities. Every email marketing tool supports this type of personalisation. Some even let you go a step further and customise the content of your emails based on predefined parameters.
For example, you can have the footer of your email display different content depending on the recipients’ interests and behaviour. You can even customise the messaging of your emails based on past interactions and user preferences.
2. Automate!
Email marketing is best done in an automated way. While you can send emails manually to a handful of customers, dealing with thousands of customers while maintaining that personalised approach requires a complex degree of automation.
Well, automation is simpler now that there are more resources to use. You can use a free email API integrated into your e-commerce platform or other business solutions to automate tasks like sending transactional emails and running a newsletter.
3. Don’t (Always) Promote
Promotional emails only work 20% of the time. Customers love discounts, but only when they are on the edge of making a purchase decision. Bombarding customers with discounts is counterproductive; it will actually scare them away.
What you want to deliver is valuable content. Talk about how your products and services can be utilised better. Share tips and market insights as well as industry updates to keep recipients happy. Don’t forget to share stories from behind the scene too.
4. Build Genuine Relationship
Don’t treat the emails you send to recipients as individual emails. You need to maintain a continuous story across your email marketing campaign. Even transactional emails need to have elements that relate to the bigger picture of your marketing campaign.
Adding a storyline to your emails is how you build a genuine relationship with your readers. The more you know your audience, the better you will be at crafting a story that relates to them. With a story in place, the rest will flow.
5. Refine with Data
Lastly, make sure you rely on data and insights when reviewing and refining your email marketing campaigns. Don’t just rely on a hunch or assumption. If you are not sure about whether content will work, do A/B testing and gather real data.
Combined, these tips will take your email marketing efforts forward by a few steps. This is what you need to do in order to stay ahead of the competition.
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