With ~5.6 billion active email accounts, email remains an efficient way to deliver your brand’s message to all your customers and prospects. (source: Statista) Plus, email marketing is more effective than social media marketing for gaining new customers.
Since email marketing continues to be a proven channel for gaining new customers and increasing your company’s revenue, here are a few tips to get your next email campaign started.
Step 1: Get personal.
Over 40% of customers claim to have cut ties with a company due to a lack of personalization. (Source: Accenture)
77% of email’s ROI comes from segmented, targeted, and triggered email campaigns. (Source: Passle)
Group your audience into categories based on demographics, behaviors, or other criteria, such as:
- Gender
- Age
- Industry
- Hobbies
- Education level
- Past purchases
Step 2: Scale your efforts with automated emails.
Establish triggers to automatically send emails for you and you’ll see impressive results:
- Marketers who leverage automation can see conversion rates as high as 50%. (Source: eMarketer)
Campaigns to automate:
- Welcome emails have a 50% higher open rate than other emails. (Source: Emma) e.g. “Nice to meet you!”
- Behavior-based emails have a click-through rate of 14%. (Source: Marketo) e.g. “Recommendations just for you!”
- Re-engagement emails have a read rate of 12%. (Source: ReturnPath) e.g. “We miss you!”
Step 3: Grow your email list organically.
Emails prompt purchases ~3x more than social media and the average order value is 17% higher. (Source: McKinsey)
Deliver killer content to your subscribers’ inboxes to cut down on list churn.
Additionally, you can:
- Provide links to social media and incentives to share
- Provide ebooks and webinars to only your subscribers
- Offer subscriber-only discounts
- Run contests and competitions
Step 4: Focus on lifetime value.
- Increasing retention rates will improve your profits anywhere from 25% to 95%. (Source: Forbes)
- 80% of future revenue will come from 20% of your existing customers. (Source: Forbes)
- Customers in a loyalty rewards program will spend up to 18% more than those who aren’t. (Source: Accenture)
Remember, solid email marketing plans meet three intrinsic goals:
- connection,
- engagement,
- and lead nurturing.
Now that you’ve established a plan, get out there and get emailing.