Ronn Torossian, CEO, 5WPR
Over the years, email marketing has emerged as one of the most popular and effective ways to convert leads and prospects into customers. When you take the time to build a powerful email list for your business, you ensure that you have a unique opportunity to reach out to your target market at any time. Since the majority of today’s consumers are within reaching distance of their mobile devices 24/7, the potential for sales is limitless.
Of course, like any other marketing strategy, email requires careful planning and strategy to work. If you don’t know how to communicate with your customers as effectively as possible, then there’s always a chance that your messages could end up in the “junk” or “trash” folders, instead of in your audience’s inbox. The question is, how do you improve your email marketing performance quickly in today’s competitive world?
When someone joins your email list, there’s always a chance that they’ll accidentally give you the wrong email, provide you with a fake address, or eventually change to a new email address. This means that you end up having emails in your list that bounce and have a negative impact on your delivery performance. The more your emails go into spam folders, or end up unopened, the more your reputation will suffer. Regularly verify your email list, and scrub anyone who isn’t contributing to your bottom line.
Take a moment to think about how many promotional emails you receive each day – the people on your own email list are constantly plagued by a wide range of messages from companies of every shape and size. Even if someone decides to open your mail, they could delete it before they bother to scroll through to your call to action unless you can capture their attention quickly. Personalizing the beginning of your message with a quick “Hi [Name]” can be enough to engage your reader.
Segmenting your email list is a process that helps you to achieve more favorable open rates and click-throughs. By sending the right messages to the right groups at the perfect times, you can ensure that you get the best possible engagement from your customers. Since every list has a variety of subscribers interested in specific types of news, offers, special events, or coupons, segmenting allows you to consistently deliver what your audience wants.
Finally, if you want your emails to be truly powerful, then you need to use them to generate action from your customers. With that in mind, every email you send should have a clearly-defined call to action. While it’s tempting to ask people to do multiple things at once so that they can have a choice of which route they want to follow with your brand, try not to go over the top with your requests.
Instead of giving your customers too many options in a single email, decide what the purpose of each message is, and include a call to action at the bottom of the message that makes it easy for each client to interact with you.
About the Author: Ronn Torossian is CEO of 5WPR, a leading PR agency.