Effective email marketing

You may be using email marketing to communicate with your customers, but are you doing it effectively?

Effective email marketing builds relationships, allows you to personalise your communications to your customers and can help you direct them back to your site for increased sales.

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How to Use Email Marketing Effectively

Email marketing is a chance to plant your brand into your customers inbox at a time that is best for them (based on consumer behaviour trends).

So why not make sure that for the moment you have captured your customers' attention, you give them something to make them feel understood, personal and of value, in order to encourage them to your site.

Make it personal

Use customer names, send birthday emails, direct them to their local store. Using personalised content will make a user feel you’ve taken the time to get to know them and their needs.

Send at optimum times

Test sending emails at different dates and times, and compare things like open rates and click rates. This can help you find an optimum time to engage with your customers via email.

Ensure your site is optimised for mobile

Emails that aren’t optimised for mobile, won’t present content as intended. This can look like spam and reduce your users trust in your brand, as well as encouraging them to unsubscribe.

Re-engage with inactive customers

Take the time to look at your customer base and segment users that have been inactive for a while. Send them a more personal email that will let them know you appreciate them by letting them know you notice their absence from your attempted engagement. Encourage them to re-engage with freebies or discounts to motivate them back to your site.

Segment your emails

Email segmentation refers to sending personalised content tailored to groups that fit a criteria. This can be done by geographic location, interests, purchase history to name a few things. According to Dotdigital, effective use of this segmentation technique can boost email marketing revenues up to 760%.

They recommend using segmentation to support activities including: issuing back-in-stock alerts for people that explored products on your site, promoting related products to customers that have made a purchase, and targeting those whose engagement stops at opening emails.

There are lots of ways to ensure you’re providing your customers with effective email marketing that is beneficial for both you and your customer.