The internet is an unprecedented answer to almost every problem in today’s world. Everything is just a “click” away. Needless to say, each and every business, irrespective of their size is trying to leverage all the possible internet-based channels; so as to create a robust communication funnel. The methods and techniques used for online marketing vary from social media, search engine optimization, display advertising, email marketing, etc. The pervasive adaptation of the internet across the globe has successfully bridged the gap between sellers and customers. With access to the internet through phones and laptops; most people have email accounts, and this, in turn, has paved the way for email marketing.
Having mentioned email marketing, it is also important to understand that just like any other practise; email marketing will be a dud if a good email marketing strategy isn’t implemented. In this blog, while we will discuss the former; we will also devise a good strategy to ensure that your emails get opened!
Understanding Email Marketing
Email marketing is the mechanism of sending a commercial or promotional message to a large number of people through email. It is a form of direct marketing that uses email to promote the products and services of the business. It can make the customers aware of the latest items and offers. Email marketing is seen as a pivotal tool for educating the customers about the brand and also keeping them engaged in between purchases.
Why Email Marketing
Because a lot of us, especially the ones in tier 1,2 and 3 cities still marvel at the power of email marketing and love checking their emails daily. Also, these people form the target group which makes up for the biggest client base for most people. So, to say that email marketing strategies will not really have significance for the Indian audience will be a wrong statement.
Email marketing has gained substantial popularity lately because it forces the user to take some kind of action; an email will sit in the inbox until its read, deleted, or archived. In addition to this, an email is also the most cost-effective marketing tool of the modern age. Email marketing can also be helpful in developing a relationship with the audience; while also driving traffic to relevant blogs, social media, or anywhere else one likes the audiences to visit. There is also the option of segmenting the emails and targeting users by demography; so as to send relevant messages to a particular customer base.
Having said that, it is also important to note that a good email marketing strategy can ensure that not just your prospect clicks on the links; but also spread the word of mouth and become loyal to your brand.
Advantages of Email Marketing
Super Low Cost
We seriously did not even have to mention that because emails are virtually free. Not so much though if you have a large database and use an email marketing software. In such cases, the cost per email sent is barely 5 paisa to 10 paise. And in addition to this, there is analytics in place, heat maps to show where your audience clicks the most; and a lot more to ensure that you have the best click-through rates.
Email marketing is one of the only channels that consumers ask to receive by subscribing to your feed or the newsletter. Thus, the probability of someone getting bored of it is really less. This ensures much higher conversion rates as a business is only targeting those who already have an interest in their brand.
If someone opened your email, clicked somewhere and bought something- it just happens all at ones, almost no waiting time. It may take some nurturing for sure for the prospect to finally buy your item but if it has to happen, it will happen then! That is why almost all the eCommerce shopping platforms consist of an email marketing channel too to further the overall email marketing strategy.
The Agile Team
You seriously do not need a full team looking into lead generation if you are using email marketing as a channel. Running your entire email marketing strategy as well be a one-man show! It is certainly possible to jazz up an email campaign with fancy templates and images. But some of the most successful email marketing campaigns utilize simple plain text emails, suggesting that it’s the content of an email that is the most important thing.
Common Reasons for less open rates
Email ROI reflects the overall success of all your email campaigns. Email marketing has immense potential to reach out to a large customer base. However, there are many problems. The ROI of email is calculated on deliverability i.e. the number of emails that actually land in the inbox (and definitely not spam). The general perception of the open rate is that the open email rate is the number of people who open your emails. Unfortunately, this is not the case. An open email rate is defined as the ratio of the total number of unique people who opened the email and the total number of delivered emails. Given below why your emails MIGHT be having low open rates
Subject lines are not effective
Subject lines are the gatekeepers to your emails and the first thing that the recipient sees in the inbox; and a smart subject goes a long way in ensuring that your email is opened. On the other hand, a boring and insipid line can significantly decrease your email open rate benchmarks as it implies to the readers that your email is not worth opening.
Use less Buzz words
Some of the buzzwords which negatively impact the mind of the customers; and thereby abstain them from opening emails are “free,” “help,” “remainder,” ” percentage off,” etc. Honestly speaking though, it is pretty obvious too since most people know that when it says “free” in the subject, it usually isn’t!
No sense of urgency
Add a time-frame to your offer. This creates a sense of urgency and if there is even the slightest of inclinations, the prospect feels the need to act.
When a customer signs up to your emails, he/she has something concrete in mind as regards to something useful. If on receiving your emails, his/her expectations are not fulfilled; your emails will simply sit in the inbox and will not be opened the next time he/she receives it. If subscribers are not enjoying your content, they will not be reading your emails.
Emails sent too frequently.
With very few exceptions (high-value content), the greater the volume of email sent to an individual; the lesser number of times they will open the email. The number of emails sent is inversely proportional to the level of engagement with the subscribers for the email campaign.
How to Improve the Loopholes of Email- Marketing?
Personalize a message
It is advisable to personalize the email with the data you already have. Small cues and gestures have an indelible impression in the mind of the customers, rendering them happy. Use the prospect’s name to address them and refer to their activity and provide the information relevant to the customer and no one else. This will make them feel important and valued. Basically, personalise smartly.
Make the “From” field a little more personal.
Roughly 63% customers have reported that the display name visible in their inbox impacts their decision on whether they should open an email or not. Add a touch of concern and affection by using words “Hope you are doing well.” or “ How is your job treating you?”
Make the content more casual.
Try developing interpersonal relationships with your customers. Make the language of the email more casual and show the reader that you are a human just like them.
Stylish Email Design
Your emails should be stylish, easy to read, and engage with on all devices and consistent with the rest of your branding. Make sure you are completed using the white space. Also, provide for an email design that can be accessible and optimized in both mobile and laptop. The use of colour is also advised to be mindfully used.
It is advisable to ensure that you have segmented your audience properly. Also, the basis of segmentation like age, demography, purchase history, lifestyle, etc., should also be taken into consideration. This point in specific is crucial to your email marketing strategy; because you wouldn’t want to waste your efforts on a dormant audience; and would definitely want to push the active ones a bit more!
Worried by this much info?
Not to worry! At Blackzoid, we specialise in not just email marketing campaigns but everything that is about making sure that your brand reaches your customers. Then, whether it will involve graphic designing, rebranding, content creation, running campaigns, social media marketing, anything and everything- we do all of it!
Believe us not, why not check our portfolio?
Better still, how about we get on a call??