How to Drive Business Growth With Email Marketing
Communicating your company's value can be expensive, time consuming and complicated. The exception is email marketing. Email marketing is an effective way to drive success for your business objectives without all the hassle and added cost. Used to its full potential, an email marketing program enables businesses to strengthen customer relationships and drive sales by connecting with subscribers quickly, simply and affordably.
Following these best practices will help you attain email marketing success this year.
Organize and analyze
You don't need to start from scratch on your path to success. If you previously used an email marketing service with reporting tools, start planning your campaigns based on what you find when analyzing old email reports. These offer valuable insight into what works and what doesn't.
Know where you're headed
Organizing your email contact lists based on old responses allows you to develop optimized campaigns that deliver targeted, relevant messages to the right person at the right time. Segmenting helps you build relationships with your most loyal customers. Personalize campaigns to loyal customers in order to keep them up to date on your latest deals and offers. Recipients will appreciate the special treatment as it conveys how much you value their business. For example, include a loyalty promotion (e.g., free shipping or advance notice of an upcoming discount) within the message.
Stick to smart and simple
The adoption and usage of smartphones is changing the way consumers interact with email marketing. While the market is moving to display HTML as true to form as possible, it's far from perfect. Fortunately you can apply a few rules of thumb to make your emails look good no matter what device they're being read on:
- Offer an online or mobile version of your email. Place the link at the very top of the email and make it easy to click on. This gives your subscribers a simple alternative if the email's graphics and text don't render correctly.
- Be bandwidth friendly. Mobile email clients may not download the entire email. Use images sparingly and keep your featured content near the top of the email.
- Don't guess. Identify which of your subscribers are reading your emails on a mobile device. Ask your subscribers about their preferences and how they'd like to have emails displayed.
Paul Turnbull is the product manager at Campaigner, where he's responsible for product design and providing an easy-to-use email marketing solution for small to midsized businesses. Paul can be reached at email@example.com.