Email marketing can be an effective way to keep your customers informed, but it’s important to get it right. A well-designed email campaign should equate to real business results such as new sales pipelines and customer acquisitions.
Effective campaigns start with list segmentation. Use unified data to divide your audience into groups based on demographics and purchase history, for example.
Make it mobile-friendly
The email landscape has shifted drastically over the years. It has gone from desktop-only to mobile-first. Today, a majority of your subscribers open their emails on their phones and tablets. This means that your emails need to be optimized for these devices. If they aren’t, you could be missing out on potential sales and conversions.
Fortunately, creating mobile-friendly emails doesn’t require any major overhauls to your existing email marketing campaigns. It simply requires a few key changes that can have a significant impact on how your emails are perceived and read by your subscribers.
It’s important to keep in mind that mobile screens are much smaller than laptops and desktop computers. Because of this, your email designs need to be more compact and simple. A good rule of thumb is to design your email using a single-column template, as this will be the most flexible for all screen sizes. This way, your content can be easily adjusted to fit the width of a smartphone’s display without having to zoom or scroll.
In addition, your email should be as touch-friendly as possible. This is especially true if you include any links or call-to-action buttons in your email. A fingertip is not nearly as precise as a mouse pointer, so it can be difficult to click small buttons and links on a phone or tablet. Make sure your clickable elements are large enough to be clicked by a fingertip, and that there is plenty of white space around them to ensure they are easy to see.
It’s also important to remember that some mobile device platforms disable images by default. This means that even if your email is mobile-friendly, it may not be displayed for some of your subscribers. To avoid this issue, you can use image descriptions, or alt text, to describe the contents of your images so that the email is still readable for those who can’t see them. Alternatively, you can use an email template that automatically displays images for all subscribers. This will eliminate any confusion for those who can’t see your emails.
Make it relevant
Using email to stay in touch with customers and website visitors is a great way to keep them informed about your business. It is also a cost-effective method to reach a large audience with your message. Unlike social media, where your updates may be buried in the feed of thousands of followers, emails can reach your target audience with a specific call to action.
Because of the immediacy of email, businesses can see results within minutes of sending out a campaign. For example, a 24-hour sale can generate a lot of sales for a company in a short period of time, something that would be difficult to achieve with print or broadcast campaigns. Similarly, email marketing can help a business to create a sense of urgency in its audience and convert potential customers with a limited-time offer.
Another benefit of email is that it allows businesses to provide their subscribers with a highly personalized experience. This can be done by using data on individual customers to send them emails that are relevant to them. This can include a welcome email to new subscribers, as well as an email that identifies an abandoned cart or offers a discount on products they might be interested in.
However, it is important to remember that not all subscribers are the same and should be treated as such. This means avoiding overt personalization, such as adding someone’s name to the subject line, which can turn off readers and might make them mark your email as spam. Instead, use email personalization to build trust and loyalty with your audience by making them feel that you are speaking directly to them.
Another way to ensure your emails are relevant is by monitoring the metrics and reports provided by email marketing software. This information will give you insight into your subscriber’s demographics and preferences, which you can then use to improve your targeting and deliverability. It will also help you to understand what types of content and messaging are most effective at converting your audience into customers. This knowledge can then be applied to other marketing channels, such as social media and your website, to maximize the impact of your email efforts.
Make it personal
Email marketing is one of the most effective ways to connect with a customer. It is a powerful tool for lead generation and sales, as well as customer retention. It is also a great way to promote your brand and build trust with your subscribers. It is important to keep in mind that your emails should be personal and relevant. This will help your brand stand out from the competition and will increase subscriber engagement.
To make your emails more personal, start by including a subject line that is attention-grabbing and intriguing. Then, include a preheader in the email that gives context to the subject line and helps readers decide whether they want to open the email or not. Finally, use a personalized sender name to show that you are addressing the email to a specific individual and not an audience in general.
In the body of your email, be sure to include a call to action and links that take them to more information on your website. This will help them understand how your product can solve their problem or meet their needs. It is also a good idea to include social proof in your email, such as testimonials from customers or influencers. This will demonstrate that your product or service is trusted and worth trying out.
Another way to make your emails more personal is by segmenting your email list. This is a process of grouping your subscribers into smaller lists with common traits, such as their age or interests. This allows you to target your emails with more relevant content and offers. You can do this by asking subscribers about their preferences during the signup process or by using internal data from your CRM system.
When drafting your email marketing campaigns, remember that people receive a lot of unsolicited emails on a daily basis. To avoid being viewed as spam, you should only send emails to those who have provided their express consent to be included in your email database. This is why it is important to use double opt-in methods when collecting email addresses.
Make it automated
Email automation, also known as triggered email or behavior-driven email, is any message that’s automatically sent based on specific actions users take (or don’t take) on your website or app. When used effectively, automated emails are a powerful tool that strengthens customer relationships by adding value to your brand and keeping subscribers engaged.
For example, if you run an online music downloads business, a welcome series of automated emails could include a brief introduction to your service and a breakdown of what users can expect from the product. This can help them get up to speed quickly and adds a personal touch that makes customers feel valued, building loyalty.
Another use for email automation is to provide timely support and upsells. When a user completes a purchase, an email can be automatically sent thanking them and letting them know the next steps to getting the most out of their subscription. This not only provides a great customer experience, but it can also increase conversions.
Effective email automation also helps businesses maintain retention campaigns by sending targeted messages at key times. For example, Grammarly uses an email automation trigger to send their millions of customers an email a few days before their subscription is set to expire. This real-time communication with users can make them feel valued and increases the likelihood of them finishing their billing information or upgrading their subscription before their account expires.
One thing to keep in mind when creating an automated email sequence is to avoid overwhelming or annoying your subscribers with too many emails. Instead, create a series of emails that is activated when certain “triggers” are met, such as when someone signs up or when they open an email for the first time. This allows you to build a relationship over time, rather than trying to sell your product or service right away.
Using automation to send emails at the right time will improve your results and make it easier to grow your email list and drive business growth. The key is to be thoughtful about your strategy, carefully segment your lists, test different email versions, and track and measure your results.
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