Amid a wide array of new digital platforms to track and employ, marketers may overlook the tried-and-true success of email marketing. While it may not have the sizzle of the latest Snapchat incarnation, email is still the most effective digital marketing medium, delivering high response rates and the best return on investment (ROI) among digital marketing programs, according to a recent report from the Direct Marketing Association.
Email also can amplify the impact of other social media programs. In fact, one study found that customers who received both a Facebook ad and an email were 22% more likely to make a purchase than those who just saw the ad or received an email. The key is putting as much effort into making your emails “clickworthy” as you put into your other digital campaigns. Here are our top three tips:
1. Make the email message “from” a real person. The sender’s name is the primary reason most people open emails, according to a report from Email Monks. A sterile “info@” or “DoNotReply@” will immediately signal that this email isn’t important, so it’s easier to dismiss. If you are a small retailer, use your name to make the email more personal and inviting. Larger chains with formal customer service departments can use the service manager’s name.
2. Keep the “subject” line engaging. Think about the emails you clicked on this morning. What made you want to learn more? It’s always tempting to try to be clever, but short and specific tends to work better. For example, your spam folder is probably filled with emails declaring “LAST CHANCE.” Instead, use “25% Off Ends Tomorrow.” And remember, most email systems limit the number of characters that can be displayed in the subject line — for iPhones it’s 32.
3. Less is more. Even your most loyal customers will eventually click the “junk” icon, relegating all future emails to the trash bin if you continuously fill their inboxes with promotions. Even worse, they may take the time to unsubscribe altogether. A survey from MarketingSherpa found that while 91% of U.S. adults like receiving emails from companies they do business with, 86% said they would like to receive email promotions monthly, and 61% said they like to receive emails weekly. The numbers dropped precipitously as the frequency increased.
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“Direct Media Response Rate, CPA and ROI Benchmarks,” MarketingCharts, April 14, 2015, found here: http://www.marketingcharts.com/traditional/direct-media-response-rate-cpa-and-roi-benchmarks-53645/
“New Research: Combining Email + Facebook Ads Reached Customers Who Are 22% More Likely to Purchase,” Marketing Cloud, Oct. 16, 2014, found here: http://www.marketingcloud.com/blog/active-audiences-research/
“15 Email Marketing Myths Debunked!” MarketingProfs, April 11, 2015, found here: http://www.marketingprofs.com/chirp/2015/27450/15-email-marketing-myths-debunked
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