Trends in Email Marketing

Trends in Email Marketing


Hi this is Donna Botti of Delos and I want to share with you
today a presentation I did for the Indian Valley Chamber of Commerce on
trends in email marketing. I’m also gonna give you some actionable tips
on how you can get better results. At Delos, we help businesses make the
web work for them and we’re also an accredited constant
contact solution provider. we work to help you implement successful
online marketing strategy. There’s three Trends I’m going to touch on,
but the most important one is mobile. Mobile devices have changed the
way that we live and work. Most American adults now own a
smartphone and use them for all kinds of online activities including email. In fact we probably should even call
them phones anymore as actually talking on the phone is behind
internet, social media, email, and gains in how we actually use them every day. Our usage of the Internet has increasingly shifted to mobile devices and we now spend more
time online on our mobile devices that we do
on our desktop PC. And now more emails are opened on mobile than on
desktop devices. And by the way mobile devices are only for
use on the go More of us are using them in our homes
and offices as well. So what does this mean for email marketing messages
that you send. Well we’ve learned a couple things about users use of mobile email. In mobile, and in general people don’t spend a lot
of time reading each email. Right now the average is about 22
seconds per message. The shift to mobile also
has told us that click-through rates, which measure how many times someone takes an action on your email, are actually lower on mobile devices. It’s more difficult to get someone to take action. The average office worker today spends about one quarter of their day
dealing with email. The volumes have been increasing, so that also makes it harder to get someone’s
attention. People do use mobile devices to triage their mail. They quickly go through it, and later go back to items that need more attention. Sometimes they’re gonna go back
and look at it on a desktop PC but often they’re going to look at it on the
mobile device again. Given that people don’t spend very long on email, that mobile has lower clicks,
and that the volume email is increasing: Is it still a good idea to do
email marketing? Well the statistics say that it is. We use email every day, and consumers prefer
to receive business communication via email, and email marketing is
cost-effective. It really delivers a great return for
the amount of money that’s spent on it. But there’s other reasons why
email marketing it still a great way to grow your business. Your customer and prospect list it’s
really important it’s great that you’ve built up thousands of fans on Facebook but if every
post that you make now only reaches tens of those fan unless you decide to pay to promote that post, you’re building
your business on rented land. Make sure that you know
who your customers and prospects are, and how to reach them directly. Most business growth comes from existing customers and referrals to make
sure that you’re reaching out to them where they are. Which is in their inbox every day, and when it
comes down to it, business building is really all about
relationship building and email a great way to stay in touch and on top of minds. Now, another important trend I wanna talk about it
personalization Even know your customers want to hear
from you, they want you to provide valuable content, they don’t want you to spam them. One way to improve your in engagement is to be very personalized and specific
in what you send to people by segmenting your list. The pet store that sends
dog food coupons to to cat and bird owners isn’t
being as useful as they can. You really need to tailor your
messages to your audiences needs. Another way to take advantage of
personalization is by using sequences of mail and
auto-responders these are also sometimes called drip
campaigns. You offer information based on what your customers and prospects need at the moment. So in an example, a fitness center wants to make sure that
new members stay engaged and keep on paying A series of educational emails with health tips and how to make the most of membership
could go out to each new member. These are called auto responders because from your part you set it and you forget it schedule when you want the emails to go
out, one week after joining two weeks, one month and then whenever
you add someone to your new member list they’ve been automatically get the
entire series at the specified time. The key is, make it relevant for your subscribers. The third trend I want to talk about is behavioral
marketing when you send a targeted email message to someone in response to a
specific action they’ve taken. For example someone who redeemed
an offer for a specific package you created can
receive and add on offer in another e-mail. Or when
someone signed up on a particular page of your website you can send them targeted follow information relating exactly to what they were
looking at. You can also target lack of action. In the fitness center and example you
could send an email to someone who hasn’t visited the facility in over three weeks. The key here is make it relevant, make it timely and
provide value. So what can you do to take advantage of these trends. The number one thing is to make sure that you look at your email on a mobile device. Don’t make people zoom in or squint to get
your message Make sure it’s formatted it be readable
very nicely on a phone Keep it short too This newsletter contained a lot of great and
valuable information but it’s very hard to read and too much information for a single
newsletter. If you have a lot to say, link to your website where people can read
in detail and find them later on after they’ve deleted your email. Address one topic only and don’t
overwhelm your audience. Create a template. This is something that will
streamline the process of creating email when you send them out. Keep your
template to one column so it’s responsive on mobile devices, make sure
you make the font and links big enough for mobile. Links that
are too close together make it difficult to click the right one on a touchscreen.
Include a standard header that identifies your organization but is
not an overwhelming design element. You want to bear your content in the main
body of your messages to get variety. Make sure that your template has your contact information and social media links Decide on the items you’re gonna cover in
each newsletter and have a place for them in your template. News, specials, a featured product, a spotlight customer this is gonna vary depending on
your business but when you setup your template in a consistent format, it lets your
customers know what to expect and saves time when you create your message. Use standard picture site and in your
template too. This also simplifies your design decisions and and it allows
you to create a library of images that you can reuse at a later
time when you need a similar picture. The next thing is to create an attention-grabbing subject. The subject is what people be when the scan the Inbox. Make sure
it’s clear and gives people a reason to open your
message. You do want to avoid words that have been shown to reduce
opens like: Free, or Reminder and Caps and lots of exclamation points and other punctuation.
Here’s a couple examples of good headlines it makes you want to click in and find out what is in the message in the message. And here’s a couple of
unclear headlines: saying something like October news or open me immediately doesn’t give anyone
any indication of what they’re about to look at. Another important element and include a call to action. Decide with the purpose each email will be
and make sure obvious to the recipient what you want
them to do. Whether that’s visit a link on your website register for event or share something
on social media Be specific and have a call to action in each method that you send. You also need to be
consistent. Think of email marketing the process rather than
one time actions that you take sometimes for promoting
your business or organization it takes time to educate customers and
repeated exposure to a method is often necessary. But by following a consistent
schedule people begin to expect to hear from you and then they look for your message read
it and take action. A restaurant that sends weekend specials every Thursday afternoon, or the chamber that that sends a list of member events when the week
every Monday morning gets better results. Being consistent also
builds trust and expertise with your audience. And finally grow your list. None of this works if
you’re not adding anyone else to your email list. You
want to make sure that your staff know that getting email
addresses is a standard part of all transactions And there’s lots of ways you can collect emails with counter displays or incentive like coupons or a white paper or a contest prize if someone signs up for your list. Make sure you bring a sign up sheet every public event where you exhibit and include email sign-up on all pages of your website. So if you’re already using
email marketing start implementing these tips today. If not
visit our website you get your free account to try Over half a million businesses use constant contact for their email marketing needs But constant contacts tool kit essentials
gives you one toolkit for managing lots of parts of your marketing including
newsletters, event registration social campaigns, local offers, and surveys. I hope that you used this information to make the web work for you.
Subscribe to our YouTube channel or visit us on the web for more information and
tips.

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