Although email marketing gets a bad press, this is mainly due to marketers using it in nefarious ways. As spam was an early technique to reach unsuspecting internet users quite easily, it was heavily abused, and an unsolicited email remains an unwanted visitor that savvy internet users rarely pass a glance over before quickly depositing them in the trash bin.
However, the increased command of automatic spam controls, principally led by Google’s Gmail, has led to email users regaining power over their email inboxes, and in turn this has led to a renaissance in email marketing. Unsolicited email is still a no-no, but an opted-in newsletter, alert or course delivered by email is a great way to increase your business with your loyal customers.
Email marketing is great because it is usually where internet users first look at the start of the day, and an email delivered there is in one of their most personal inboxes. An email, when tailored correctly, can be like a message delivered to them personally. This can be a great avenue to build trust in your brand and your expert voice, and ultimately allows you to subtly push products or services.
As much as possible, personalize the email. Everything you can do to make the email personal to the receiver will increase open and click rate, relevance and value. A personalized email feels much less like marketing blurb and more like a letter from a friend. This doesn’t mean you have to be unprofessional, but if you have the information at your disposal then personalize the subject line to contain the receiver’s first name.
If you have a customer base that logs in to your website, you can ask them to give you further information that can help you personalize the mails for them. This can be as simple as their location, or as complicated as exactly the type of information they are looking for from your emails.
Accurate personalization requires all of your data collection on your users is built into one system. The ultimate system would allow you to see the type of products the customer has been browsing on your site, and tailor your email campaign based on these. You can also track the clicks they have made from your email campaigns, to see which type of content is piquing their interest. Having all of this information in one system allows your campaigns to be best personalized and keeps further marketing efforts simple and easy to perform.
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