Email is one of the most powerful marketing platforms. While serving a number of purposes, its greatest function is the ability to funnel your audience into one place.
According to Entrepreneur.com, “email is so powerful that the Direct Marketing Association says that you can get a return on investment (ROI) of $38 for every $1 you invest in email marketing.”
However, some email marketers end up narrowing their focus, limiting themselves to one goal: click-throughs. While getting the most traffic you can to your site is extremely important, you need to move a step further to keep your audience loyal to your or your brand.
Here are some tips to spruce up your email marketing campaign and keep your audience coming back for more.
1. Keeping Your Audience Informed
Your first task is to make sure your email strategy is keeping your audience informed with important updates and reminders. This helps your brand stay fresh in the mind of your subscribers, and demonstrates value to them. Just make sure your announcements have real value and are relevant to your audience.
Don’t just send an email out for the heck of it. Stay focused and narrow your scope to contain what your audience will be interested in receiving.
2. Segment Your Email List
Instead of lumping all your subscribers into one category and one email, try the segmenting approach. This means categorizing your subscribers based on relevant information, such as age, gender, activity to your site, purchase behavior or interests. People like personalization and feeling important as a customer.
According to a study conducted by Marketing Sherpa, “segmenting emails can boost email conversion rates by up to 208 percent.”
3. Timing
As the saying goes, timing is everything. This goes for email marketing as well. Research shows that there are better times and days to send emails depending on your goals. According to coschedule.com data, the best time to send an email is between 10 and 11 a.m on Mondays during the week and on Sundays for weekends. Additionally, the best day to send emails to high open rates and clickthrough rates is on Tuesday.
Don’t forget about timezones too. Identify where the majority of your target audience is located and adjust your times and days accordingly.
4. Email Automation is Key
If any of these steps seem overwhelming, remember that most email platforms have email automation. This makes it possible to send emails to different people at different times based on their time zones.
Familiarize yourself with this feature, as it will make your life easier and your audience reach more accessible.
Some email services are now introducing artificial intelligence for email marketing that will do all of this for you. Services such as Sendpulse, Infusionsoft, Active Campaign, and Ontraport, all offer this feature.
5. Social Media Integration
Though this may seem simple, but a great way to encourage brand loyalty and keep a connection with your audience is integrating your social media into your email strategy.
According to Small Business Trends, “this mode of cross-pollination encourage some of your already-loyal social media followers to subscribe to your email list and encourages some of your interested email subscribers to get more involved on the social media front.” This way you will be encouraging more user participation, thus establishing stronger brand loyalty.