Effective Email Marketing for the 21st Century Business
Effective email marketing for the 21st century business need not be difficult nor confusing. In fact, having excellent ROI on email marketing efforts is possible as long as a few simple rules are practiced.
Our company is the best email marketing company in Miami and the tips and information that this article will provide are strategies that we actively employ on behalf of our clients. These tips and information are simple to implement — the difficult part is to be patient while the positive results come in.
Strategies for Email Marketing
Email marketing should be strategically designed so as each email to a potential customer is catered to their needs, rather than sending a broad umbrella of information. Often, this can be done by segmenting the email addresses collected by providing a few brief questions when the customer signs up.
For instance, in the clothing industry, if the customer is a woman, it would make the most sense to send her products that are most popular among women in style; rather than sending her an email that includes products for children and adult males.
A recent study from Exane BNP Paribas and ContactLab, The Dawn of Luxury CRM: Email do’s and don’ts, followed luxury brands and determined that their engagement with customers can be improved. The author, Marco Pozzi, said the following about the research:
The fact is that luxury brands have a lot more work to do in engaging their customer through email. Achieving customer segmentation will always be a challenge but there remains a lot of room for luxury brands to differentiate in their emails and create more personalized campaigns. Simply sending generic content and treating all customers as one does not build a relationship with customers. Customer shopping habits have changed and they expect an integration of different channels as part of the omni-channel experience.
The part that is lacking, as Pozzi points out, is personalizing the campaigns to the customers.
Understanding the Millennials
To best personalize campaigns, knowing the customer and taking careful analysis and comprehension of their needs and desires is imperative. An emerging group in society today are millennials. According to research firm FutureCast, there are 6.2 million millennial households that earn over $100,000 per year, who are likely to spend $1.4 trillion annually by 2020.
This is big business and monetizing email marketing to millennials is important for efficient and effective marketing in the 21st century. There are several key points to take away from this generation. One, for instance, is that millennials prefer new and interesting experiences over the collection of various things.
For instance, backpacking through Europe after college is preferable to purchasing a unique painting. That experience of going from one country to another, with their best friends, trying the various cuisines, and sharing their fun on Facebook has high value. Alternatively, so is attending the latest art event or the headline concert. The content of the emails should be organized around this.
Another factor to take into consideration is the preference millennials have towards artist appreciation over art appreciation. Discovering an artist with a viral social media feed that resonates with the person is preferable to a famous artist they do not know who may have art work hanging in a museum. The connection is the important part to take away. Having discovered an artist whose style speaks to them encourages the millennial to purchase several pieces of their art and follow their career.
The same could be said about their preference for one brand over another. The way the brand represents themselves is key criteria to whether or not they will purchase their products consistently throughout their lifetimes. High value is placed on rebranding their services and products to maintain the interest of millennials.
Using Pertinent Information for Email Marketing Campaigns
All of this information is imperative to consider for effective email marketing. When designing the information within the emails, for instance, rebranding the email every couple of months is known to help in the success of that campaign. According to the Direct Marketing Association, for every dollar spent on advertising, between $43 to $70 is returned.
However, if the email, from lack of engagement is marked as spam, then the company losses out on a tremendous revenue opportunity. It is best to send one to six emails per week. Within these emails, it is important to have a focused and compelling subject line that also avoids all caps.
According to the Nielsen Norman Group, 80 percent of users only scan email messages. Having quality content and presenting that quality content in a format that is eye catching is imperative to the success of the email. Bold images, strong headlines, and a clear and concise call to action should be used.
One of the most important tricks for the best email marketing campaigns is to ensure that the content sent is responsive, thereby optimizing it for mobile. What this means is that the content adjusts well to variety of screens, such as to a large computer monitor or a small smartphone screen. The latter is especially important, as the number of users accessing email via their smartphones is estimated to increase in the future.
Responsive emails will adjust the text to a readable size. It will also format all the material to best fit the screen of the device. In addition, the email will load more quickly if it is responsive to the device that the recipient is using.
Assistance from the Best Email Marketing Company in Miami
For more information on the best email marketing practices, visit our blog where we provide a wealth of information. Alternatively, to speak with one of our skilled representatives, who can provide answers to any question you may have, while personalizing the answer to your business, call us at (866) 886-0374. We’re open seven days a week, from 9 a.m. to 10 p.m.
To further personalize and improve the customer service our skilled representatives provide, fill out our brief questionnaire by visiting: https://docs.google.com/forms/d/1_jWSSwR1TbLQpHAyIq4CHPQHkR7c5hWCIPvIUESIfJA/viewform. This allows our team to have a better grasp on the goals and values of your company.
About The Author
Jason Hawkins / http://www.themiamiseocompany.com
Jason Hawkins is the CEO & Co-Founder of The Miami SEO Company. He has over ten years of experience in search engine optimization, conversion rate optimization and lead generation. His core responsibilities include identifying ways to increase value of services rendered, training staff on advanced SEO topics, and A/B testing internal processes to consistently improve client return on investment.
