When it comes to email marketing (unlike a lot of the marketing concepts out in the ether), there’s a wealth of data which backs up its benefits. Whether you’re running your business on a world-wide scale or if you’re just starting up, email marketing can be one of the most effective forms of online marketing due to its intelligent design, targeted and timely delivery and personalised content.
Over 68% of marketers would say that email marketing is a necessary feature of any business marketing plan – and one of the reasons why is because of the excellent ROI it brings. On average, businesses see a ROI of between 40% – 70% within their first year of email marketing alone! But to yield such a high ROI you’ll need to make sure that you’re ticking all the right boxes with your approach…So, what makes a successful marketing email?
1. Personal content
With all of the software available on the market today – it’s becoming easier and easier to create highly personalised and relevant content for your audience. Gathering data on subjects such as gender, location and historical engagement is priceless – and creates an opportunity to really hone in on your subscribers’ wants and needs. Studies have shown that sending targeted offers and content can yield up to 5x more traffic directed to the site that traditional blanket-style campaigns.
2. Accessible Design
It’s more important than ever to create content which works beautifully on mobile and desktop devices; over 40% of online audiences are more likely to read their emails on a mobile phone as opposed to a computer! Luckily, creating compelling and dynamic content is at our finger tips with fully scalable and responsive HTML coding. Always test out your email by viewing it on desktop and mobile devices before sending to ensure the design looks great for your entire audience.
3. Direct Contact
Building a 1:1 relationship with your subscribers is crucial when it comes to maintaining an engaged database throughout the course of your marketing calendar. Sending personalised and timely content to your subscribers is key, it shapes brand-trust while creating a positive association with your content and your brand on a wider scale.Something as simple as an automated ‘Birthday Reminder’ email works wonders when it comes to the ‘personalised’ approach to marketing – and setting up this up taking minimal time and effort from the brand itself – but with the correct message and content, the campaign can mean a great deal to the consumer.