Email marketing is an efficient, inexpensive way to get consumer feedback on the content that you’re putting out onto the worldwide web. But sometimes, it feels like you’re blindly sending something into the abyss and not getting any returns on your efforts. With such a convenient way of marketing at your fingertips, it’s essential to utilize your data to get it right so you can start seeing results and drive more sales.
Here are four tips for maximizing your email marketing efficacy and getting clicks on your marketing emails instead of getting them sent to the spam folder.
1. Increase the impact of transactional emails.
We’ve found that some marketing leaders don’t take full advantage of transactional emails to drive repeat purchases. When a purchase is made, that’s when consumers are at their peak interest, and taking advantage of that means more transactions in the near future. You can serve other relevant messages to their product alongside email updates for a client’s order. Using messages like, “By the way, customers also bought this” and “This is another popular item on our website” or even “Buy it again” proposals are good ways to suggest further interaction (Amazon applies these strategies, so we know they work). And if you have a promo code, that makes the deal even sweeter.
2. Market to the customer’s stage in the purchase process with well-timed emails.
Each email must have a call to action, and simply sending reminders about an abandoned cart isn’t enough. Use email to make the purchase easier for the customer by sending email titles like “Still shopping?” or “Did we catch your eye?”. When Lululemon used these email promotions, they had top-performing trigger emails with an open rate of 33.9% versus the average of 19.5%. Sometimes a friendly reminder with a clear call to action is all it takes.
3. Combine your team and your data and use them to your advantage!
If your data shows that a customer keeps coming back, market to that! Too often, marketing leaders limit themselves by creating team and data silos. If you take the data you receive and engage your team to use it to your advantage, then you can start marketing more in the areas where you’re more successful, and less where you don’t get quite as many hits. Be sure to target increasing average order value (AOV) and customer lifetime value (CLV) in your email marketing strategies. It’s all about making sure that you are being as efficient as possible and that no one on your marketing team wastes their time on an audience that will only respond with crickets.
4. Make your emails worth viewing.
Going through emails can be a tedious process for some people, and it’s important to have something in your email content that will keep them there longer than it takes for them to find the archive button. These days, static images are the norm for email marketing, but video? That’s a new one. VerbMAIL is an Outlook add-in that allows you to create click-able videos that could link to social sites or product pages. With an engaging video (see this blog post for some tips) customer engagement could skyrocket—we’ve seen it happen. The facts don’t lie: video helps people linger longer, and verbMAIL keeps email engaging with interactive video.
verbMAIL allows you to create interactive videos in mere minutes, giving your customers and prospects the ability to click within the video to purchase products and services, view additional information, and more, thereby eliminating friction from the sales management process. To get started, you can download verbMAIL now and turn your outlook platform into a super resourceful tool!
Email marketing isn’t going away anytime soon, especially since the average person checks their email several times a day. It can be a finicky process at times, but getting your marketing strategy just right can mean a lot for your company. It has some of the highest returns for each marketing dollar you spend. And, on top of that, you can build relationships with leads and customers along the way.
With your newfound dedication to email marketing, you’re unstoppable. Let us know how it goes, we’d love to hear from you!
Check out this research from Gartner that we have used in our own marketing efforts within the last year!
About the Author
Megan Anderson is a yogi, flutist, and writer. She enjoys a good turn of phrase and can never have enough books to read. She is also Verb’s newest copywriter on the Creative Team!