Email Marketing

Email Marketing | 7 Must Read Steps To Increase Performance

Email marketing: Acquisition strategy, optimize for mobile, useful content, personalize, encourage forwarding, build list

Email marketing refers to the use of email to share marketing messages with customers and prospects. Although it may not be as glamorous as other marketing tactics, when done right it remains a very cost effective way of generating sales and leads.

Businesses and organizations already using email marketing to build relationships and stay in touch with their target audience, already know that it can drive big results.

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Email beats search and social as the largest driver of conversions for e-commerce. Email and search were also tied as the top referrers of web traffic to e-commerce sites.

Other marketing methods such as online search and social media help you attract new customers and build relationships with your target audience. Only email lets you connect with your audience in the place they’re going to every single day, their inbox.

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Tips to a powerful email marketing strategy:

1. Email marketing: Build an acquisition strategy

If you’ve prioritized audience growth, begin by analyzing the places where customers are already engaging with your brand. Then, determine how to enhance those experiences and drive interactive engagement with new tools and techniques.

E.g. always optimize acquisition forms for mobile. If a customer is on a tablet or smart phone and can’t fill out your form quickly and easily, you’re sure to lose the opt-in.

2. Email marketing: Optimizing for mobile is extremely important

More people are using mobile devices to inform their purchase decisions. In the past year alone, smart phone usage in the U.S. increased by 50 percent.

If a potential customer can’t easily find and consume the information they’re looking for from their mobile device or if you send an email that doesn’t look good on a smart phone or tablet, it could cost you business.

For brands that do not optimize email for mobile, the penalty is stiff. Return Path points out that 63% of US consumers delete emails immediately if they are not optimized for mobile.

Offer an elegant mobile experience from the start.

If your initial welcome email is perfectly optimized for mobile, subscribers will know they’re in for a pleasant mobile experience for the duration of their time spent with your brand.

3. Email marketing: Offer useful content

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Send relevant, valuable content to the people who have opted to receiving communications. Content that people will look for. Use an enticing subject line and make sure they recognize who the email is from.

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4. Email marketing: Personalize email whenever possible

Your website visitors, mobile based subscribers, and those who have connected with you on social media will appreciate your messages even more if they’re personalized.

Inject personalized recommendations into marketing emails for the ultimate in one-to-one communications.

E.g. you can create a unique email containing personalized recommendations based on each subscriber’s browsing behavior on your website.

Adding personalized recommendations into marketing emails can increase sales conversion rates by 15-25%, and click-through rates by 25-35%.

5. Email marketing: Sharing isn’t just for social networks

If your brand is emphasizing only that consumers share via social networks, you’re reaching just the tip of the iceberg.

Below the surface are the introverted, the private, and the cautious consumers who share content off your radar via email and word of mouth.

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These private sharers don’t get as much press as the “likers” and “retweeters” precisely because their activities cannot be seen publicly and they are difficult, if not impossible, to track.

Private communications, however, are extremely valuable to brands, as a friend’s thoughtful personal endorsement will often realize a better response than one broadcast to thousands.

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6. Email marketing: Leverage the tried and true

Email continues to be one of the biggest drivers of conversions for small businesses.

While social media and other online marketing tools should play an important part in your marketing, your email contact list will continue to be one of your most valuable assets.

Keep that in mind as you start your planning.

7. Email marketing: Update your email lists

Clear out any bounced email addresses, duplicates and otherwise inactive contacts so you can focus on engaging your most interested customers.

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Email Marketing was last modified: July 24th, 2019 by Manu Raj

Manu Raj

Has a positive attitude towards the job, is friendly and a team player.

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