This piece is a little different from my standard postings, but, lately, I’ve been posting several articles that are more “general business” in nature. This is because I want people to view this blog as a resource for anyone with an interest in business, not just those pursuing an MBA or interested in management consulting. Thank goodness for contributing writers because they should be a great help in developing this kind of general business content.
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Reelin’ in the Customers: Effective E-Mail Marketing
By: Ryan Wilson
Email, along with social media marketing and pay-per-click (PPC) ads, is one of the staples of marketing. Mass email marketing should be a high priority for any business, and it doesn’t have to be bland, spammy or ineffective.
Rejuvenate your business’s email campaigns with the following tips:
Secure the Software
You will probably need strong email marketing software, if one is already not in place. Look for a wide range of customization and compatibility, as needed for your business. JangoMail email campaign software is an example of a marketing service provider with a comprehensive list of options to customize your campaign. Many types of email marketing software provides this type of service, which, if used correctly, will kick-start your business’s advertising campaign.
Announce New Products
This tip, courtesy of Sharise Cruz, is a simple yet powerful one for any mass email campaign. Cruz notes that emails should announce important updates in addition to new products. Certainly, emails to previous customers can be a great way to keep customers up-to-date on your business’s products and services.
Easter Eggs
One of the most innovative uses for email marketing is the use of Easter eggs. Take a page from Mary Youngblood’s experience:
- Youngblood received an email from a software company notifying customers of an Easter egg. Giving the first customer to find the treat $100 off of their order, it served as a unique way to build excitement. Apparently, according to Youngblood, the same company follows suit with social media — yet another ingenious tactic to keep customers engaged and informed.
The lesson here is simple: Don’t be afraid to switch strategies up to get customers excited. Easter eggs can be an interesting solution.
Use Video
Elisa Gabbert does not leave out a video in her “7 Ways to Spice Up Your Email Marketing.†According to recent statistics, a couple of resounding statistics should draw the eye of marketers:
- The simple word “video†in the email-spiked click-through rates by seven to 13 percent.
- By embedding a video directly in the email, the average conversion rate was 21 percent higher, as opposed to one with just a static image.
Cruz notes this as an effective way to increase profits from email campaigns.
Take a product that involves accessories, such as an electronic device, that could benefit from chargers or a protective case. By appealing to something that you know the customer may need, it can serve as a way to supply specific needs for your target audience, which is an important niche in email marketing campaigns.
Consider up-selling as a way to enhance customer targeting. For instance, you might create a specific campaign only for those who have purchased products. You could include the ability to buy accessories for the product, as well as informational campaigns to help their experience with the item or service.
Take advantage of the many ways to provide variety, pizzazz and usefulness to your email campaigns to enhance effectiveness to bring in more customers. From up-selling to Easter eggs, perhaps you can find something that will take your email marketing campaigns to the top. It could make revenue grow and customers happier.
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Ryan builds virtual worlds and projects by day and writes about them by night. He is a blogger and freelancer based in Southern California.
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