In the digital realm, marketing concepts are constantly evolving, so it’s important for a company to continue adapting to new strategies and tactics. We’ve seen design trends, website layouts, and social media platforms, like TikTok and Instagram, take-off overnight. If you aren’t up to date with the new trends, you can easily fall behind in the competitive market. However, one channel of marketing that has proven to remain useful and effective for over 20 years is Email Marketing. In fact, according to HubSpot, 78% of marketers have seen an increase in email engagement over the last 12 months. With the correct tools and tactics, you have the power to connect your brand with consumers on a personal level. Here are a few tactics we use as an agency to optimize our client’s email marketing strategy:
• Personalize – As consumers, our inbox gets flooded with junk mail and impersonal messaging every day. It’s important to catch your reader’s attention before they even open the email. It’s also important to keep in mind that yes, it’s easier to get attention with a subject line that reads “SALE 50% OFF”, however, these leads will most likely have a short customer lifetime value – take the sale and unsubscribe. When you can create a personal connection through your messaging and targeting, you retain long-term customers that can add a lot of value to your brand.
• Experiment – Keeping up with marketing trends can be challenging and never-ending, but it is key! The great thing about emails is we all get them. So before you get too wrapped up in the newest fad, think about what emails you are more likely to open. Try out different types of messaging, imagery and design to see what’s working and what’s not. A/B testing is a fast and efficient way to test and improve your emails.
• Analyze – Email marketing platforms like MailChimp, HubSpot, and Site Impact provide a ton of metrics to help you understand an email’s performance. A few of the key performance indicators we analyze as an agency are total sends, open rates, click-through-rates, and total clicks. Knowing how many people interact with a send will allow you to analyze what types of emails are successful. Knowing who is opening your email can help you manage your email lists, follow-up with leads, and create that personal connection we are all striving for.
Email marketing is a powerful and fun way to connect with your audience. Get personal, don’t be afraid to test new tactics, and evaluate your results. Repeat!
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