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Strong email marketing campaigns are the cornerstone of online sales. Last week, I took an invigorating trip to BAH-ston for my very first Inbound conference. In three days, I was honored to listen to a wide range of speakers who discussed everything from ways to better hack my busy life to how to increase conversion on my marketing strategy. As a customer lifestyle marketer, I was particularly interested in how to maximize my email campaigns. Here are the top 5 email marketing tips I took away from Hubspot’s #Inbound14.
1. Keep it short
According to a recent study, the attention span of an average adult is 8 seconds. Don’t lose your prospects or customers in the copy weeds! Keeping your ecommerce email marketing to the point will help you focus on both your goals and those of your customers.
Before you start writing your next marketing email. ask yourself, “What do you want to get out of this email? What do you want your customer to get out of the email?” Knowing this will help you get straight to the point. It will also help you draft a clear Call to Action (CTA) that helps guide the recipients towards what you want them to do, whether it’s reading you educational information, starting a trial, or taking advantage of any other offer you may be including.
2. Send from a human
Gone are the days of email aliases, robots, and sending from your generic company mailbox. According to Matt Heinz, President of Heinz Marketing, you may see up to a 20% increase in email optimization by sending from a person. This keeps things a bit more informal and personal. Plus, it can increase your conversion or open rates.
For example, instead of using your small business name, send from your CEO or founder. That doesn’t mean just change the sender. Be sure to write in a real, human voice as well.
3. Segment, segment, segment
By tailoring messaging based on a couple of customer segments or personas based on activity, demographics, industry, etc., you can be sure each customer is getting exactly the information they need. It also helps you build targeted campaigns with messages designed specifically to pique the interest of your customer, and hopefully get them to convert.
You can create simple segmentation based on very limited data points, such as prospects vs. customers. You can also go deep and segment by multiple factors and send an email to all prospects in Austin, Texas, who have started a trial, live in an apartment, own a dog, and have visited my website at least 8 times in the last 30 days. If you have that level of detail in your database, go for it. Just make sure you are working smarter, not harder.
4. Include personalization
Remember, no robots and no generic emails? Don’t make your recipient feel like just another target. By using dynamic content, you can make them feel loved.
On a basic level, you need to include their name. For example, you can say “Hi, Allie” in the introduction of the email. Take it a step further and add a personalized subject line, like “5 Fun Facts about Fishing in Boston”, based on location. You may even want to tailor your monthly newsletter for your customers based on products or buying stage cycle. The options are endless in creating a personal experience for your email recipients. The more personal your email, the more likely it will get read, which leads to better conversion!
5. Educate and inform
According to Marketing Sherpa, 40% of subscribers mark email as spam just because it is irrelevant. Keep your communications relevant based on buying stage, persona, or some piece of data that makes each individual unique. In his talk, superstar marketing strategist David Meerman Scott reminded us that recipients want to be educated and informed. You may not always need to offer a discount or have the best looking email, but if you provide the best content, you will have the most engaged recipients. That’s what matters most. Without engagement, what’s the point of sending emails?
What tips would you give for better email marketing?
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