The right way to Ship an Distinctive Buyer Expertise with Electronic mail Advertising
In the age of information overload, it can be difficult to get and keep your customers’ attention for long periods of time. You are approached by dozens of companies every day, and for your email to get noticed it must offer an engagement-based experience that is second to none.
Enter well-strategized and executed email marketing. With 83 percent of people professing their love of branded email communications, it’s only normal for this form of digital marketing to be among the most effective advertising strategies.
Take into account that 99 percent of the world’s consumers check their inboxes every day, and you have a proven method for building long-term relationships with your customers that you can incorporate into your business today.
What are the benefits of email marketing?
The question of whether or not email marketing is worthwhile can be easily answered using the following statistics:
It is used by hundreds of thousands of companies around the world and has earned a reputation for a number of reasons:
- Tracking is easy: when things are going south you can tell right away. Most, if not all, email marketing programs let you track various metrics like open and click rates, conversion rates, and the metrics that are most appropriate for your target audience.
- The prospect list is already made: by the time you talk about the audience, those who signed up for your newsletter are already excited about your brand. This means that not only are they great for your email ads, but they’re also the most likely to complete the purchase when the offer is made.
- It doesn’t cost a lot: unlike print and media advertising, email marketing does not incur high costs. The only cost you have is the software you choose to buy.
- No additional skills are required: the benefit of this form of marketing is that your in-house team – and even you – can single-handedly create these fancy email campaigns that are guaranteed to get a high open rate of over 18 percent. It only takes a few hours to figure out how your choice of email marketing platform works and in no time you will be able to get started with it.
- The results are visible almost immediately: email communication is known for its immediacy. This is a benefit that, if used correctly, will skyrocket your earnings. Add an urgent call-to-action to your weekly newsletter and you’ll be converting your leads into customers in no time.
4 Proven Strategies to Increase Your Customer Experience
1. The aim is to get personal with every assignment
Whether this is your first or 15th email to this customer, your number one priority should be to make it as personal as possible. The results of a study conducted by Experian Marketing Services best explained why. It turns out that if you personalize your emails, you can increase your transaction rates six times.
There are several ways you can reach your customers personally via email (and no, we’re not talking about the lazy practice of mentioning their names). Sending an abandoned cart and “You might like Y based on your purchase of X” is just one way to do it.
The surefire way to personalize it every time you compose an email is to continually collect your data and get feedback as well. This allows you to give them limited time discounts on their birthdays and sell the products and services that they are most interested in.
2. Allow them to choose the emails they will receive
There’s nothing more damaging to a company’s image than sending your prospects dozens of emails that annoy them so much that they want to unsubscribe. This is of no benefit to either party and is known to lead to negative word of mouth. To avoid these events, give your customers the option to subscribe to emails that they would really like to receive.
As their engagement behavior changes over time, consider setting a date when you can contact them again so they can update their settings. This approach means that you will remain subscribed to the latest updates of your company and make appropriate purchase decisions.
3. Recognize and reward loyal customers
You probably know by now that it is much more expensive to acquire new customers than to retain existing customers – five times more expensive, to be precise. They’re also 16 times more expensive to maintain and build long-term relationships. This brings us to the next point: figure out how to get your die-hard customers to stay and tailor your email content to suit that segmented audience as well.
Use these handy tips as a guide:
- Show them your appreciation by sending them thank you notes occasionally
- Give them early access to your company’s new product launches
- Offer certain discounts for the next purchase
- Include them in your monthly customer of the month emails
- Send them invitations to exclusive events organized by your company
4. Deliver value
It helps look beyond your quarterly sales goals and delve deeper into the content of your emails. Ideally, it should be tailored to your company’s positioning and contain useful information that would save your customer from looking elsewhere for answers to their questions.
Take camera equipment companies as an example. In addition to promoting the cameras they supply, they often send their customers handy guides in the form of PDFs and / or videos explaining how to use them, what their functions are, and how to record the most sought-after cameras . according to pictures. So you kill two birds with one stone and tell them how their camera of interest can come in handy and where to buy it.
To make it short
Approach email the way you approach conversations with your friends – realizing that someone is on the receiving end and addressing their interests. You don’t want to bore your friend with 5 pages worth of pointless chatter, nor do you want to get on their nerves by telling them the same story over and over again.
Instead, focus on the essentials and deliver it in a way that keeps them busy throughout the conversation. That way, like customers, they’ll show an interest in continuing to chat with you and may even follow your advice if you give it.
Mikkel Andreassen is enthusiastic about the customer experience in every color of the beautiful customer loyalty spectrum. He loves building good relationships with his clients, which often leads to meaningful friendships that last a lifetime and inspire his work. Driven by a genuine belief that CX is the critical force behind running a successful business, he currently leads Dixa’s customer experience strategy.