We all know how powerful email marketing is, with ROI’s of 4200%, that’s right for every £1 you spend on email marketing you generate on average £42. Not a bad return!
But you take a look at your email campaigns lately and see that they aren’t performing anywhere near that level. Our team at Intrinsic Sales want to help you out.
The Big Question “Is Email Marketing Dead?”
One question that our team gets asked frequently “ Is Email Marketing Dead?” the answer is it no. However the email marketing strategies of the mid-late 2000s were to get as many email addresses as possible and send everybody the same email with no customization whatsoever, this is spam this isn’t email marketing and thankfully this strategy doesn’t work anymore. The reason that it doesn’t work anymore is because email service providers have optimised their spam filters, to improve the customer experience.
Email subscribers want a personalized experience, they want to feel valued and not just feel like one of many emails that got blasted out. In fact, 72% of consumers reported that they’d only be willing to engage with email marketing messages if they were personalized and tailored to their interests.
We have probably just resolved your email marketing bug. Now let's get your Open rates and ROI back on track.
Check your Analytics
Making sure you check your analytics from a campaign is the first step of evaluating your campaign. Depending on what type of email marketing campaign you are running will mean some analytics will be more important than others.
Some key analytics that you want to focus on our open rates, click-through rates, and response rates. Depending on your campaign goals, this will influence the importance of each result.
Your open rates can give you a very good indication on how your email subscribers feel about receiving your emails. If your open rates are high it means that your email subscribers are happy with your content, our team at Intrinsic Sales normally aims for a 75% open rate. If your open rates are low this may mean the content in your emails isn’t resonating with your subscribers.
Make sure you review your previous campaigns and examine why some campaigns outperformed others. You should analyze why your open rate may be higher and what caused higher or lower CTR (click-through rates).
Make Sure Your Legal
You need to make sure that your email marketing campaigns are legal. The rules and regulations of email marketing change over time. Intrinsic Sales prides itself on being GDPR compliant.
GDPR is the General Data Protection Regulations which came into effect in 2016. In 2019, the new California Consumer Privacy Act (CCPA) brought GDPR-like policies to California, and other states may soon follow.
Use your transactional emails to enhance your customer experience
With so many options and brands available at one’s fingertips, it’s no surprise that customers are expecting better and better experiences when dealing with a brand. In order to win customers, you need to focus on the customer journey and make sure that the customer feels valued the whole way throughout the process.
Once your potential customer has purchased a product or service from your company it is always good to share your appreciation towards the customer choosing you. You have achieved the first step of gaining a loyal customer for your brand. Making sure that your customers have great experiences with your brand will encourage them to return and share their experience with friends and family.
This means one thing for your email marketing: Bring great customer experience straight to your campaigns and make sure the information is relevant. We asked some of our team members at Intrinsic Sales what would make their customer journey more enjoyable, here is what they said.
- Make sure you send a thank you email to your customer after they purchase
- Design a nice Invoice for your customers
- Keep your customer updated every step of the process if it’s an online order, this keeps the customer up to date and excited for their delivery
- Contact your customer after the first week to ask them about their experience with your product or service
- Offer them the occasional discount to purchase some more products
These small changes in your customer journey will make the customer experience much more enjoyable. This will result in your customer wanting to receive your emails in the future, resulting in more opportunities to offer them products or services that are relevant to them.
Increase your Email Personalization
There is one major rule at Intrinsic Sales, always personalize every email that is sent out. It doesn’t matter how simple the email is, make sure it's personalized. The reason that's our number one rule at Intrinsic Sales is that we don’t want to make customers or email subscribers feel undervalued.
When you send emails to your email subscribers try to use as much information as you know about them to make sure that they only receive relevant emails.
Combine your Marketing Channels
While email marketing does generate the highest ROI compared to any other marketing channel there are always benefits of using your businesses other marketing channels to keep your subscribers and followers engaged and up to date.
If you are running a business you may want to focus on improving your customer experience using your website. The Intrinsic Sales team have previously offered advice on how to create a high converting landing page.