For the past decade, email marketing has been evolving.
With new technology, tools, and trends in this realm, marketers have had to change their approach to stay on top of revenue-driving email efforts.
And in recent years, many have come to realize that there are four main features of highly effective email marketing:
- engagement
- personalization
- urgency
- feedback
The question that marketers are asking themselves, however, is: How can I tackle all of these aspects of email marketing in an efficient, simple way?
In this post, we’ll explore these four features in greater detail and see how they can help you become more profitable in the email department.
Engagement: Making Emails Interesting
When it comes to email marketing, we know that engaging content is extremely important.
And when executed well, it can drive impressive results compared to other marketing mediums.
In fact, data from McKinsey indicates that email is 40x more effective at acquiring new customers than Facebook or Twitter, and research from Monetate shows that 4.24% of visitors from email marketing buy something as compared to 2.49% of visitors from search engines and 0.59% from social media.
So how does one drive engagement in email?
Video is one tool that’s helping transform stale, static content into visually interesting, compelling material.
According to a report published by Forrester, including video in an email leads to a whopping 200-300% increase in click-through rate.
Personalization: Making Emails Customized
Personalization is another highly effective feature of email marketing that increases relevancy and makes messages feel more customized.
According to eConsultancy, 74% of marketers say targeted personalization increases customer engagement.
But that’s not all: Aberdeen data shows that personalized email messages improve click-through rates by an average of 14% and conversions by 10%.
Many marketers approach personalization by leveraging user data and including a subscriber’s name, but personalization goes far beyond this tactic.
By using custom personalized images as well, you can make your emails look and feel completely tailor-made.
Urgency: Making Emails Actionable
Scarcity and urgency can drive conversions in email because they create a sense of anxiety in the reader – and fear of missing out (FOMO) is a powerful motivator.
In the cookie jar experiment where participants had to choose between a jar with two cookies and one with 10, the limited quantity jar was seen as much more desirable – because of the scarce quantity.
You can use scarcity to create a sense of urgency in emails, too.
With timers that highlight a limited time offer and countdowns that tout a limited quantity deal, you can skyrocket conversions and sales.
Feedback: Making Emails Informed
Last, but not least: Feedback.
Giving subscribers a voice and adjusting your tactics based on the feedback you receive can make you email much more effective – and it makes your subscribers feel heard, too.
Many marketers forget to conduct surveys that ask readers what they want from the messages they’re receiving – and as a result, unsubscribe rates climb as messages become less relevant over time.
With regular, ongoing surveys, marketers can continually fine-tune their messages and content and keep subscribers engaged, interested, and happy.
Make Email Work for You
We know how important this medium is for marketing and sales – so why not put it to work for your business?
With these tips, you can quickly optimize your email efforts to keep subscribers engaged, interested, and excited to hear from you.
So, what are you waiting for?
Get started and transform your email marketing today!
Jimmy Kim
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