4 Email Marketing Techniques to Revamp Your Program and Increase ROI
Do you want to develop stronger relationships with your target audience and track increased ROI? One of the easiest ways to maximize your marketing success is to maximize your email marketing strategy. These email marketing techniques are crucial to any marketer's approach: focus on mobile platforms, increase relevancy of emails, improve email automation and maximize communication through multiple channels.
1. Optimize email for mobile. Customers are accessing email on a wider variety of devices than ever before.
To reach their target customers, marketers must consider their audience and goals to determine how to optimize email for their mobilized audience. To do this, test different email templates to see how each performs across devices and audiences. By sending a short survey to customers about how they use email, you can receive valuable insights that can be immediately applied to optimize any email program.
2. Increase relevancy. Relevancy is a widely accepted best practice in the email marketing industry, and yet many marketers are not following relevancy guidelines. Consumers are bombarded with marketing messages daily. If your email fails to address customers' unique preferences, it will likely land in the deleted items or junk folder.
To maximize relevancy to key audiences, collect information about your customers and segment them by categories to deliver targeted, relevant content. You can segment customers by company, products used, stage in purchasing cycle, specified areas of interest, or any other characteristic you are tracking.
3. Create triggered communications. Triggered communications deliver specific information about a service, membership, or account status. Such information can help customers progress through a process or toward a goal, such as a purchase. Marketers must consider each phase of the customer relationship and the variations in communications needed by each customer. While this may seem daunting, nearly all email platforms offer fully integrated CRM systems that make it simpler for the everyday marketer to implement automated and trigger-based nurture email programs.