Email is dead. Okay, that may sound counter intuitive or even completely inaccurate to some, but, let us explain. Emails in and of themselves are not the answer to customer engagement.
Sending out batch and blast emails without personalization or thoughtful consideration to segments, personas or buying cycle is at best, a shot in the dark. This is what we mean by email doesn’t work anymore. And according to a recent study by The Radicati Group, there are more than 4 billion email users worldwide. So, email really is here to stay. But you have to do it right.
In fact, there’s even more to be excited about then just how many email users exist. According to a survey conducted by HubSpot in 2023, they found that “32% of marketers reported that they will leverage email marketing to engage potential customers." Email marketing isn’t going anywhere. But if you’re not implementing effective strategies then you’re missing the point.
How to Make Email Work for Your Company in Five Steps
So, what makes a great email program? Let’s investigate the five things you can do right now to increase email engagement and conversions.
1. Segment Your Audience
Remember, your audience is not all the same. Even in specific verticals, you will have different needs at the manager level vs. the C-level individual. For consumer, your elderly will need a different look and feel versus the millennial. Taking the time to segment your audience and understand what matters to them is super valuable and WILL increase audience engagement and conversion.
2. Consider the Offer
Too many times offers are sent out to a mass population that are meaningless. You know the type, you receive probably dozens if not hundreds daily of emails that feel like a stranger is trying to yell at you from the rooftops. Listen, don’t do this. Take the time to understand what matters to your audience and then provide an offer that has real value.
A great example of this is the following: One company sent out an email A/B test with two offers. One offered 10% off. The other offered $100. Which worked? I am sure you can guess. While the offer was exactly the same, the latter one with a $100 off meant more to the consumer. How does the consumer know what is 10%?
Another good tool with the offer is include a time-bound incentive. Make sure it is not open-ended.
3. Timing is Everything
Make sure when you send your emails you test time of day/week to ensure you are optimizing the response rate. Remember, some systems automatically do this for you. Use timing to increase the conversion rates.
4. Use Nurturing Tactics
Many companies are still using the batch and blast method with crazy offers all week long. Consider a different approach—try using email to educate throughout the buyer’s journey rather than sell. Use email to inform, educate and be the thought leader.
Keep your offers as special and less frequent. This gives you authority and more credibility when you do send an offer. In fact, studies found that “78% of its recipients claim to have canceled email subscriptions because they are receiving too many.” So, it isn’t just about limiting how many email sales you offer, it also depends on the cadence of email communication. It’s all a balancing act, folks.
5. Use KPI’s to Optimize
A lot of companies track email effectiveness by using opens, clicks and conversions. But, how many actually make this data into actionable testing?
Have you tried video?
A/B testing of offers?
What about testing subject lines?
Have you tested HTML vs. Text?
Overall, understanding the user experience, their journey and meeting them where they are at on devices and timing is key.
Effective Email Marketing for 2023
Louder for the people in the back! Email marketing is one of the most effective marketing channels, when done right! So, do it right and see the revenue conversions happen. We have shared five great and easy tips to ensure email is done right, so you’re in a great position to take things to the next step. You won’t be sorry that you did.