No matter what you've heard, email is far from dead. The fact is, email marketing campaigns are some of the most effective ways to market a business online.
According to Data Marketing & Analytics (DMA), every $1 invested in email marketing results in a return of $38 — that's a mind-blowing 3,800% ROI!
And the positive numbers don't stop there.
- Email marketing is 40 times more effective in generating sales than social media channels.
- 73% of marketers view email as their number one digital marketing channel in terms of return on investment (ROI)
- Transactional emails, like order and shipping confirmations, are opened 8 times more than marketing emails.
- 58% of Millennials say that email is their preferred way to be contacted by a brand or company.
The best news is that you don't need to be an email marketing expert to use email tactics to see positive results in a relatively short amount of time.
Here are six low-cost, high-impact email marketing techniques you can use to boost your campaigns and give them a fresh new feel:
- Personalize All Emails
Marketers who personalize their email campaigns have a 2.5 times higher click-through rate and generate 6 times as many sales from their campaigns. In most cases, personalization doesn’t have to be complicated. According to Campaign Monitor, email list subscribers are 26 percent more likely to open an email with a personalized subject line rather than a generic message. And adding a little touch of personalization in the form of addressing the recipient by name in the email itself can make all the difference in the success of campaigns.
- Make Product and Service Recommendations
If you have existing customers, you should have access to data that shows what types of products or services they like and are interested. This information can be used to trigger individualized product recommendations. These types of emails offer the opportunity to keep your brand in front of customers eyes, showing them that you understand their habits and care about their interests.
- Send Shopping Cart Abandonment Notices
Many online shoppers browse and research products for hours–and often days– before deciding on a purchase. Keeping their attention in this stage can turn a looker into a buyer. Consider using their browsing data to trigger a cart abandonment email that keeps your products (and brand) on their mind.
- Don’t Overlook Occasion-based Emails
Customers want to feel that they mean much more to you than just a sale. They want to be treated as individuals. This can be accomplished by sending very personalized messages to customers on special occasions, whether it’s their birthday, anniversary, first purchase or any other significant milestone. Customized messages to customers can go a very long way in building trust and establishing long-term relationships that steer customers back into the sales funnel.
- Integrate Social Media in Email Efforts
Email can be even an even more powerful marketing tool when used in conjunction with social media. That means that the bottom of each email to customers should include a reminder to follow your social media accounts (with links, of course). It also wouldn’t hurt to spell out the benefits and perks of connecting with the brand, such as enticing followers with special giveaways and exclusive discounts. It’s also a good idea to include social media share buttons in the body of all email messages to customers can share your messaging and content within their own spheres of influence using the simple click of a button.
When it comes to email marketing, customer engagement is the primary driver of long-term ROI. So, the more engaged your list is with your email campaigns and content, the more likely they will be to not only open your emails, but to act on them.
Use the six above methods to infuse your email campaigns with new life and increase your engagement and open rates. Like other digital marketing techniques, email marketing requires time, effort and a solid strategy to be effective and get results. Using careful planning and time-tested techniques will put you on track to achieving your email marketing goals.