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.
Businesses have been hearing about inbound marketing since 2006 when Hubspot coined the term. In contrast to outbound marketing strategies such as advertising or direct mail used to interrupt prospects to grab their attention, inbound marketing focuses on tactics that earn it.
How are businesses earning the attention of their prospects? Earning attention from prospects is a four-stage process:
- The first step is to create compelling content and personalized experiences to attract a steady stream of qualified people interested in your business.
- The second step is to convert people who visit your website or business. This step is about getting people to make their interest in your business known. On a website, every time a person submits a contact form, clicks on a specific call-to-action, or visits one of your targeted landing pages, it can be counted as a conversion.
- The third step is closing the deal and turning those interested prospects into customers.
- The fourth and final step is called delight, and it’s about keeping your customers engaged after they make a purchase. There are many ways to do this, for example, online surveys or royalty programs.
Driving people to your website is not enough. After prospects get there, you need to keep their attention, provide support, encourage them to take action, and help them connect with your business. The end goal of inbound marketing is to pay close attention to those interactions and create opportunities to connect with your audience.
To build compelling content, every business needs to have an in-depth understanding of its target customers. This is what marketers refer to as the process of creating a target persona, and you can do this by reviewing all the data you have about your customers, from website analytics to sale records.
After you have a clear understanding of who your audience is, you will be ready to get started making the necessary adjustments to strengthen your inbound marketing strategy:
- Claim your local listings. The way people find businesses now is primarily online. Make sure your company invests the necessary time to claim and manage your business’s website with online directories like Google My Business. It’s important to pay special attention to the accuracy and consistency of your listings to make sure prospects can easily find and reach your business.
- Make the most of your website. According to Clutch.co, two-thirds of small businesses rely on their website to connect with their customers. Keep your company’s website updated with relevant and useful content. Use multi-media content, like videos, blogs, how-to guides, infographics, case studies, and success stories to attract searchers and rank well on search engines.
- Access your inner writer and blog. Companies who blog receive 97% more leads to their websites than companies that don’t, according to SevenAtoms. The best blogs are those that contain engaging and informational content that speaks to your target audience and answers their questions. Marketers who have prioritized blogging are 13 times more likely to enjoy a positive return on investment.
- Engage with social media. The relationship between social media and search engine rankings is not clear, but what most marketers have concluded with their research is that it does matter. In addition to helping with your website’s visibility, it’s essential to build a loyal fan base. More than half of businesses who have been using social media regularly for two or more years have been able to establish thought leadership. Sharing engaging content on social platforms, and quickly responding to customer concerns and feedback is a great way to start and keep the conversation going.
- Be exclusive with email. When all of your best efforts start to pay off in visitors, fans, followers, and downloads, integrate them with an outbound strategy, like email marketing. Continue to deliver relevant content and exclusive offers as new relationships with prospects develop and convert to sales.
Inbound marketing delivers solutions and opportunities to attract and convert prospects. Need help formulating or executing your inbound marketing strategies? Contact your local Allegra Marketing Print Mail location today!