Email marketing campaigns might seem too passé for some businesses. But the fact remains that email marketing does have a huge impact on customer engagement even today.
As great as social media marketing is delivering results, it can’t compete with email marketing to forge handy engagement. Followers and customers opt to receive email communication but businesses need to engage them who boost the value of customers.
A report reveals that 60% of internet marketers were said to have believed in the power of email marketing over social media management. Emails were said to be effective in driving conversions too. They generate sales and distribute useful content to prospects and customers. Consumer engagement being equally important for companies and brands of all sizes; they depend on strategies to convince new prospects to opt into your email lists.
The million-dollar question here is, how to get people enticed by your brand offerings or excited for your emails? Here are some pointers and rules to boost customer engagement through email marketing:
1. Build a Comprehensive List of Prospects
It is preferable if businesses do not buy or borrow lists. Market to those people who are keen to have emails sent to them with the required permission of marketing to them. Marketers talk about attracting quality traffic to the website. Businesses would always want people on the email list who are going to read through the entire email without ignoring them. With a proper call to action buttons to click, these people should be someone who opens every single email from your side.
Building a strong email list could take time, but the effort will help you gain a strong response for your campaigns. Have some opt-in forms on your portal or website, with intuitive lead magnets to attract subscribers, and gain their implicit permission to send them consistent campaign emails.
2. Communicate on a Frequent Basis
Communicate with your list subscribers over a consistent period of time, to re-engage them later. The best way to keep the entire email list engaged is by sending emails regularly based on their interest and relevance.
Sending too many emails to the same prospects could put them off. It is good to send emails once or twice a week but do not overdo the frequency. Deliver value to your subscribers based on real value you can provide to them.
3. Personalize your emails every time
Personalization of emails is crucial for marketers when developing email campaigns. You could create products or offer a strategy that delivers value in some way or the other. 90% of marketers always deem personalization to be the highest motivator on customer engagement through emails and also delivers a positive impact on sales and profitability.
Segmenting lead lists could help in the personalization strategy, especially if you segment the subscribers based on their interests, leading to an increase in engagement. For example, a dog lover would always prefer to know about dog food rather than the best cat toys. But the email could state that your sales have included dog lovers and owners who have used cat toys for their pets, there would be added interest in your emails.
Creating valuable content needs marketers who are intuitive enough about understanding customer personas and finding out about their interests. Email marketing automation services can automate emails and provide tangible value through content, providing perspectives that could inspire and educate readers. Subscribers love to read emails that contain tips that help them on lead magnets that include whitepapers or statistics that could convince them about the approach.
4. Nurture connections with quick follow-through
A quick follow up is essential for marketers to entice consumers and boost engagement. Marketers need to be aware of the several strategic points when they could follow up with the audience. A stunning 82% of consumers are known to have stopped the engagement if they encounter a poor experience.
Companies also think of following up with their prospects every week by sending them email summaries to explain to them about product usage and their benefits. Regardless of the company niche or offerings, building relationships with your audience is highly essential for driving the increase in engagement. New subscribers will have questions about the company while older subscribers will seek engagement before making the purchase. These email marketing tips can help bridge the gap between sales funnel levels.
Send out weekly blog updates, or host a contest or periodic promotions that could pull the audience to purchase your product or service.
5. Incorporate high-end Interactivity through Emails
Email interactivity can propel customer engagement to new heights as it seeks to establish the purpose of the relationship itself. Emails can certainly capture a subscriber’s attention, keeping them glued to emails. Videos, GIFs and Cinemagraphs can entice the audience with smart visuals that can convey more in a minute than one can through a 1000-word article. One can guarantee email conversions only with highly interactive content that triggers curiosity about the brand and its offerings.
Saumil Shah is the marketing lead at InboxArmy, a Professional email marketing company that specializes in providing email marketing services from production to deployment. In 2014, the digital marketing bug bit him and he fell in love with helping clients succeed in the digital arena. Saumil Shah has helped clients in various niches grow their businesses and revenue through SEO, content marketing, PPC, email marketing, and lead generation.