In the last blog, you have already read
about the amazing power of email marketing. But, you may still not believe how
you can earn the enormous revenue from email marketing. Now, let’s see how
email marketing helps establish customer relationship with good strategies.
Customer Preference
The most important factor that marketers
should consider in first step must be customer preference.
Do you know the total number of email
accounts in the world ?
The answer is over 3.3 billion (25% of
total email accounts are corporate email accounts) and the email users send over
188 billion messages, in total, every day (each corporate email user send or
receive 120 emails daily). Most of the consumers (77%) prefer to receive
promotional messages thru email and 54% of them favor the companies which send
them email also. Establishing customer relationship via permission based email
communication effectively boosts customer loyalty. On the other hand, it is not
difficult to get users’ permission as 94% of the email users will actively subscribe
marketing emails. As long as you give recipients what they want, value will be
added to your brand which raises customer loyalty.
Engagement process
Without understanding of email engagement
process, you may fail to convert your email. Here is the clear process of how
to turn strangers into your free promoters:
(WinGreen)
Starting from promoting your business, with the aid of email content, you can convert strangers into customers. At the same time, grow your brand awareness and customer loyalty with compelling email content (for example, call-to-action, click here to know more on how to design a call-to-action button). You will climb up to the top of engagement ladder and achieve word-of-mouth marketing without any cost finally. Your readers will promote your products for you. Following this process, you will get exciting returns from email marketing. However, it seems abstract, right? See more detailed engagement strategies below.
Engagement strategies
(Striata)
1. Content – Relevant, engaging
& personalized
Add value to your brand and boost customer loyalty by sending relevant and engaging content to your audience. With personalized and relevant content, a trustful customer relationship would be established. Your readers will be willing to talk with you once the trust is built. On the contrary, irrelevant content will stop the conversation between you and your customers and even break your brand image.
2. Moderate tone
Do not adopt invasive
wordings to urge readers to open your email. Let readers choose when to open
and read your email. Do remember the long tail of email marketing mentioned in
last blog. Yet, you may offer incentives to boost immediate open rate. For
instance, you may include a call-to-action button providing early discount to
the readers who click your email within a week after the release of email
campaign. Just make sure not to use invasive wording like “urgent”, which may
also turn your email into SPAM.
3.
Segmentation & Target
These two
strategies are the keys to successful email marketing. First, segment your audience
into groups with similar particulars, say, group A for audience who tend to
consume male clothes and group B for readers interesting in female accessories.
Then, you can target the groups with specific email content. For instance, you
can send information of male clothes to group A. Sending specific and relevant email
to your readers can boost loyalty and maintain trustful customer relationship
effectively.
4.
Automated drip marketing
Email marketing can be flexible and automated. You can pre-set when
and what to send and finally attain drip marketing, which can generate leads
with extremely low cost. Drip marketing is an automated process sending right
message to prospects at right time. Automated email campaign is always adopted
to execute drip marketing due to its low cost. Drip marketing allows you to
expose your brand to the prospects in order to boost brand awareness. While 45%
of consumers regard email as personal written communication channel, automated
messages keep your brand always in readers’ mind.
5.
Measurability
Performance of
email campaign can be measured and tracked. Unlike other direct marketing
channels, for instance, brochure, newspaper, even TV, you cannot count if the
audience really notes your message. On the other hand, email campaign (of
course with effective email marketing platform) provides you with open rate,
click-through rate, and other recipients’ actions. You can always improve your
performance according to the real time report. Furthermore, prospects’
preference can be reflected by recipients’ actions. The measurability of email
marketing helps to determine marketing strategies.
Do you
see the astonishing power of email marketing? With smart strategies, email
marketing can create enormous revenue that you cannot imagine.
<< Home
Source:
attachments.me
ExactTarget
Purple, Rock, Scissors
Striata
The Radicati Group
WinGreen
沒有留言:
張貼留言