One of the top reasons why customers are quick to delete most emails they receive from different businesses is because they contain more promotional content than informational contents. No one enjoys junk mails. The main reason for email marketing is to give useful information to your clients/customers; give them something of value to eagerly look forward to each time they receive your emails.
How then can one get it right with email marketing to be able to send the right messages with the right personal touches at the right time to get a highly valuable engagement channel?
- Send trigger emails: These are emails that have a valuable message for your audience and often ends with a call to action. A good example of this is welcome emails, re-engagement emails, follow up to transaction emails etc. These emails trigger your readers to want to take a specific action that will benefit them at the end.
- Tag for follow-up emails. Welcome emails aren’t the kind of mail you send to returning visitors. There must be some other way to interest your regular customers and one of such ways is to use specific tags to reach out to them, using personalized messages. Don’t be so focused on getting new customers that you neglect your existing customers. Coin our relevant messages as suits your customer’s previous experiences and some examples include: “We noticed you bought this item the last time,” and “How is your purchase of [item] working out for you?”
- Mean every word. Whatever the reason for your mail, make it short, precise and most importantly very interesting and engaging. It should contain useful content that would benefit your customer’s in some way. Develop simple contents without much texts, not in tiny sizes and slow-loading images. All these are a turn off for customers.
Despite the power and importance of social media, email still remains one of the best options to engage more of your customers when done correctly and appropriately. David Newman said, “Email has an ability many channels don’t: creating valuable, personal touches – at scale.”