Consumers prefer email marketing over other marketing channels because it is convenient and easy to use. Use this platform to attract, convert, close and delight buyers. Your company’s email strategy can make or break you.
Depending on how well you use three key elements of an email marketing strategy, you can either help or hinder your business goals.
Let’s examine them one by one.
Nobody wants ten daily subscription emails. No matter how brilliant, useful, or accurate the content is. Sending too much information will annoy your leads. Even if they read it, they’ll eventually get annoyed and unsubscribe.
To avoid losing contacts, ask for their preferred email frequency and rely on your metrics. Don’t just focus on your open rate; track your click-through rate as well. Your leads’ actions will show how engaged they are.
While every industry and situation is unique, a weekly email marketing cadence is a good place to start. This builds a relationship with your subscribers that can become a habit. Too little frequency can lead to sporadic cadence that irritates recipients. If you don’t send an email for too long, even opt-in subscribers may report you as spam.
While subscribers may be annoyed by your email frequency, they will be more so if your content is irrelevant to their interests and needs.
Relevance is a tricky concept because it depends on the consumer’s knowledge, stage in the buying process, and timing. You need to know your audience to know what content they want.
You need to know what they want from you, which is often determined by their buyer journey stage. Is it time to buy? Are they after valuable data? Is it to solve a problem? Can you solve that issue?
Every industry has two types of buyers: “now” buyers who are moving down the purchase funnel, and “future” buyers who may need or want your product in the future. Relevance is important to future buyers because it builds brand trust and keeps them coming back to you when they’re ready to buy.
Time is everything. Achieving relevance means delivering the right content at the right time.
We get emails at home, work, and on the go. We may read an email right away, but other times we must submit a form, watch a video, or visit a website. Reduce or streamline required actions to make it easier for contacts to complete at any time.
Make your offers simple. If you give your customers too many options, they won’t buy anything. This is true in the physical world. For example, Sheena Iyengar of Columbia Business School set up two tasting booths for a brand of jam. One table had six flavors, the other 24.
Less people came to the six flavor booth, but 30% bought a jar of jam, compared to only 3% at the 24 flavor table. These customers were too perplexed and overwhelmed to buy.
Buying from a booth is similar to opening an email and clicking through to an offer. To be successful, your email campaigns must achieve both. Your offers will be easier to choose for your email subscribers if they are personalized and concise.