Email marketing strategies usually lead to great debates among marketing teams. How often you send an email, how often you try and sell them something and what type of subject lines are a few of the discussions you will likely have along the way. Email marketing has an ROI of 4,300% (Direct Marketing Association).
In the past, almost every email contained some sort of sales pitch, but times are changing rapidly and so is your consumer’s tolerance. Developing a well-balanced email strategy is the key to building and maintaining a list that will drive sales in your business. Here are a few strategies that are often overlooked but are working well today.
Personal Email Campaign: Every company should have a campaign set up that sends out personal emails on birthdays, holidays and any other special day of the year. This is very easy to set up. Be sure to change the message every year to keep it fresh and current. Never sell on this campaign. For best results and maximum effectiveness, give them something valuable such as a coupon or discount.
Engagement Emails: Getting your customers to engage with you over emails can be a challenge. However, it is important to keep and encourage an open line of direct response communication between you and current and/or future customers. People love voicing their opinions and thoughts, so create email marketing campaigns that solely serve the purpose of customer involvement.
Coming out with a new product or celebrating an event? Whatever the reason, get your customers’ input. Ask them to participate in polls or actually respond to the email. This is very rarely used by most marketers today but can be very effective. If you want, you can throw in an incentive like a special discount on their next purchase to those who fill out the survey.
Consistency: None of the marketing that your business conducts should be too spontaneous. The only exception to this should be current events that affect your readers. To keep your email marketing scheduled and organized, add the blasts to your content calendar. Once you decide how often your company should send out an email, stick to that schedule so your audience has a sense of consistency. Over time, your readers and their reactions to your emails will help you to dictate the frequency of your emails.
Suppressing anyone in your list who hasn’t engaged with your emails in over a year increases your deliverability rate by 3-5% immediately. What do you think are some great email marketing strategies that people don’t use as often anymore? Let me know in the comments below.
