Have a Super-Merry Christmas With These 6 Holiday Email Marketing Tips
Most companies want to sample the “next big thing” in digital marketing. However, while there may be more tools and strategies available today, one old-fashioned tactic still stands out:
Yes, even though emails are almost as old as the internet itself, they can still be utilized for various marketing purposes. In fact, when compared to newer digital marketing options, email often has a better ROI. On average, companies can expect to receive up to $36 for every $1 spent on this strategy.
Unfortunately, a big reason why email marketing is not seen as fresh and exciting is that too many companies don’t use it effectively. Thankfully, we’ve compiled a list of the six best ways to make email marketing work for your business. Here’s what you need to know.
Segment Your Subscribers
One of the most prevalent issues that companies face with email marketing is trying to reach too many people at once. As your subscriber list grows, it becomes too hard to manage everyone efficiently, so most of your messages fall through the cracks. Instead, it’s much better to segment your list so that you’re targeting the right person at the right time.
But, what does segmentation mean? Basically, you’re organizing your email contacts based on specific characteristics, such as:
You can further refine your email contacts based on unique keywords related to your business. For example, maybe you can segment subscribers based on their shopping history or whether they’ve abandoned a cart recently. Perhaps you can send a coupon to customers who have purchased a specific item in the past.
Overall, segmenting your lists ensures that you get the best ROI on each email. Because you’re curating content based on a user’s interests and habits, they’re more likely to engage with it. Otherwise, your emails will get thrown in the proverbial trash.
Provide Value, Not Just Promotions
Basically, you need to ask yourself, “why would someone open this email?” If you’re only promoting your business, chances are that your engagement rate will be pretty low. However, if you can add value to each message, you’re more likely to connect with your subscribers. But, how can you add value to your email marketing? Here are some suggestions:
Over time, by providing value in your messages, you’ll cultivate a loyal subscriber base. From there, it’s much easier to promote your products and generate web traffic for your site. Below you can see an example of this from A2 hosting the webhosting company, where they share a free ebook with their audience. However, you don’t have to create an ebook to create value you can also do a monthly newsletter where you share content that will help you audience achieve their goals.
Personalize Your Emails
These days, consumers are much savvier than in years past. While people might have been okay with generic ads and messages before, modern customers want curated and customized content. Here is where segmentation can be a valuable asset. By organizing your lists by interests and keywords, you can create unique messages that speak to a specific demographic. Overall, you need to go beyond just a personalized subject line or opening statement (e.g., hello John Smith).
Personalization can also be adaptive. Fortunately, new email programs are using artificial intelligence to help you maximize your email marketing strategy. This way, you can customize your content based on a subscriber’s actions. As they click more links or open more messages, you can tailor the experience to fit their persona. From there, it’s much easier to keep that person engaged and loyal to your brand.
Optimize for Mobile Devices
These days, more people are browsing the web and checking emails on their phones than ever before. Currently, almost half (47 percent) of users prefer to check their messages on a mobile device. Compare that with the 26 percent who still like to do the same on a desktop computer.
So, you have to adapt to the times, meaning that your emails need to be mobile-friendly. But, what does that mean exactly? Let’s break this strategy down:
Since the mobile usage trend seems to be increasing, it’s often better to make all your email content mobile-friendly. Overall, it’s usually easier for desktop users to adapt to mobile-ready messages than vice versa.
Make Your Design Pop
Not only do you need to make valuable content for your email subscribers, but you also have to make your messages as visually appealing as possible. If you’re only sending blocks of text, few people will read them. Instead, you need to incorporate various design elements, such as:
Overall, you should treat each message as a unique piece of marketing. If you don’t go the extra mile, why should your subscribers pay attention to what you have to say? Here is an example of how you can make your email design pop this is from Tailor Brands in a promotion for their logo maker. You can see that email instantly grabs your attention, and it’s also personalized using a logo that one their customers had already created but not yet paid for/
A/B Test for Customization
Finally, if you want to maximize your email marketing potential, you have to refine your approach. Even if you’ve crafted the perfect email string, it will only work for a while before it becomes obsolete.
A/B testing is when you send variations of the same message to two different groups. From there, you can see the response and click-through rate and see which version gets the most engagement. Based on that information, you can continue to do A/B testing or roll with the version that got the best responses.
This type of data collection is valuable for all of your marketing needs, for everything from landing pages to your website design. Fortunately, most email marketing programs have this tool built-in for your convenience.
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