Email marketing continues to be one of the top strategies for customer acquisition and retention. A 2019 Statista report found approximately 281 billion emails were sent and received each day in 2018. This number is expected to increase to about 347 billion email per day in 2022.
Email has become the most popular communication tool for businesses. According to Marketing Sherpa, 72% of adults in the United States prefer using email to communicate with other companies. But this is only one of the many reasons why every company should be doing email marketing. Here are three other important reasons why most businesses use email as one of their primary marketing channels:
- Emails are convenient. You can send and receive emails directly on your mobile phone.
- Emails can be personal. Email marketing platforms allow companies to personalize each one of their messages easily.
- Emails are quick. Email is one of the best ways to reach anyone to let them know about last-minute deals or offers.
Even if you are following email marketing best practices, the main problem many companies are facing is the high levels of competition in their customers’ inboxes. According to this Emarsys, 81% of small and medium size businesses rely on email as their primary customer acquisition channel.
In 2020, we encourage you to evaluate your existing email marketing strategy and use these three ideas to enhance your results:
- Clean up your list.
Before Before permanently removing from your list those who haven’t been opening your emails, try to re-engage them with a custom campaign. Using a subject line such as “We Miss You,” coupled with a special offer to encourage interaction, can go a long way toward increasing your open rates. After you deploy this campaign, evaluate the results. If you see multiple consecutive deployments go unopened or they bounce, remove these addresses from your list.
- Dedicate time to perform split testing.
Segment your customer lists based on consumer behavior. Creating smaller lists will help when you start doing split testing. Take one of those custom lists and send half of the people one email version and send the other half a slightly different email. This sort of testing will help you identify and refine your message. Once you have the results, you will be able to determine which type of email performs better. Another good idea to try is sending your email at different times of day and week. Finding out the best times to send your emails help you positively impact your open rates.
- Combine this with a multi-channel strategy.
Though email is a fast, affordable, and efficient marketing channel, it’s best used as part of an integrated marketing approach. According to Invesp, 52% of marketers use 3 to 4 marketing channels as compared to 44% in 2015. These are often email marketing, social media, print, and direct mail.
Start the year with a new approach to your email strategy. For assistance with setting up a multi-channel marketing campaign for your business or organization, contact your local Allegra Marketing Print Mail today.