We receive a plethora of emails every single day. Irrelevant incoming emails have risen to 58% from just a few years ago. So how can we increase the 42% of relevant emails that we receive? How do we keep our customers engaged and want to open the emails we send?
There are different ways to engage your customers via email, but let’s address the most effective way: sending a variety of different types of emails to keep things interesting. Let’s look at 5 different types and why you should utilize them to increase engagement.
Start off your relationship with a new customer by sending them a welcome email. Not only is it a great way for the customer to start their journey with a new brand, but it also has 320% more revenue per email than other promotional emails. It sets customer expectations, makes a great first impression and it can also encourage them to connect with you on other channels (i.e. social media). In addition, it’s also a great way to get a new customer to come back by including a coupon or offer.
This leads us into our next type of email - the Promotional email. This short and sweet email focuses on driving a purchase or conversion. There’s a clear call-to-action in order for recipients to take the desired next step(s). Create a special graphic to grab your audience and make the offer clear so it won’t be ignored.
Improve brand awareness and continue to build a relationship with your customers through a monthly newsletter. ReturnPath found that when newsletters deliver great content and follow best email practices, they help to strengthen engagement and stay connected to the audience. It’s also a great way to increase sales. Highlight a product or explain benefits that connects them to a point of sale in seconds.
Asking your customers for feedback will make them feel understood, valued, and important. Try to keep each survey simple and focused, and let them know why you want their input. This will help to gather the most valuable feedback. The caveat to this is that once you have the feedback, make sure you digest it and use it as a learning tool. And, don’t forget the follow up email; if you use customer feedback to improve a product or service let your customers know that their voices were heard and changes were implemented.
Offer relevant content to your audience and inform the reader about a product, service, industry news, or upcoming event. When it’s unclear how your business can help solve a problem this type of email is especially helpful. It’s important to remember that the purpose of this email is to inform rather than sell.
The common theme between these emails is the cultivation of a relationship between you and your customers. Building that relationship will keep your customers engaged and in turn, drive sales.
With all the new marketing tactics and technologies at our fingertips, email marketing remains the most effective. According to McKinsey, email is 40 times more effective at acquiring new customers than Facebook or Twitter. Email is also winning in promotional content, where according to Marketing Sherpa, 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media. Email is no longer about sending email, it’s about sending smart content at the right time.
So what makes email marketing a more targeted path to reaching potential customers?
Email is a one-to-one, personal channel. Unlike an advertisement that is served to many (one-size fits all approach), email is served directly to you. With email marketing, you have control over who sees your email through the use of segmentation. This can be based on a number of factors such as demographics, location, lead status or any other data you have in your CRM. Using targeted messaging suited specific to an individual ensures that your audience receives content that is relevant. And, email marketing makes it easy to customize a message for each customer, leading to a higher conversion rate.
Puts the consumer first
Since email is a one-to-one channel, it has the ability to put the customer first. Many companies make the mistake of talking about themselves, what they offer, features of the product and less focused on the customer. Since email can let you tailor your messaging, using content that resonates with the individual receiving the email will make all the difference.
For instance, REI sent out an email that said “Now booking: your European escape. Make this the year you discover Europe”. REI prioritized the customer with tailored content that met the customer where they were. Instead, they could've said, “Check out our European adventures. We offer great prices.” As you can see, the latter doesn’t have the same effect and is aimed to speak about the company rather than the customer.
There when your consumers are ready
Social media has become more advanced in the visibility of posts being less dependent on time yet many posts still drop off the radar. However, with email marketing, you can avoid this issue because even though a recipient may not read your email instantly, it will remain in their inbox until the time is right for them to read it. This makes for a higher likelihood of engagement and conversion rate.
Email marketing is here to stay and it’s evident in the reasons above why you should be using it to reach your customers. If you need more reasons why, check out this previous blog on why you should use email marketing to acquire new customers.
If you’re reading this, you may be familiar with why native ads work as a marketing tactic. If not, check out 3 Reasons to Go Native for a quick overview.
Regardless of how much you already know, you should look into adding native ads into your marketing mix. According to a study by IPG Media Lab and Sharethrough, consumers look at native ads 53 percent more often than traditional display ads. So how do you get consumers to look at your native ad? Here are some tips to create powerful and enticing native ads:
Consider the channels where you’d like your ads to appear. Channels you may consider are social channels like Facebook and Snapchat or news sites, such as the Wall Street Journal. While some might sound like a good fit on the surface, they may not be suited for your target audience. For example, if you are in the skin care industry, it would not serve you well to advertise on a serious-toned news site such as the Economist. Aim to choose a platform that fits organically with your brand and the customers you serve.
- Identify the right media channels
Your campaigns can reach more consumers by creating sponsored content that relates to the platform it’s living on. Adjust your content for different audiences to make it successful. Let’s take the case of a skin care brand, you may tweak your content for a younger generation by delivering a new beauty trend. In comparison, an older demographic would be more interested in anti-aging products. Read the publication yourself, get familiar with the content so you understand what they’re all about, or even talk with the editor or publisher to learn more.
- Know your audience
Be helpful. Be entertaining. Be humble. Your native ad must add value to the reader. So whether you are interviewing an interesting person, giving a different perspective on a topic or giving advice, make it relevant and informative.
- Create valuable content
A/B testing can be a persuasive tool in enhancing and understanding placement for optimal performance. Test with one variable at a time, such as font size, image placement and ad size. Even a minor tweak can make a huge difference. Use the results to optimize ads so that they’re performing as well as possible.
- Test and test again
Don’t be afraid to step outside your comfort zone and be creative! Try a new platform, a creative solution or a new format. This is a chance to go beyond the norm and make a long-form piece of engaging content targeted at your specific audience.
Maybe you already have some tips of your own and if you don’t, now you’re armed with 5 solid ones to get you creating compelling native ads that your audience will read.
- Think outside the box