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5 Ways to Improve Your Email Marketing

There’s no shortage of email in the world. Despite email being one of the oldest forms of online marketing we still find incredible value when reaching an inbox. But while email’s importance and targeting has improved, the clutter has increased. Here are 5 simple ways to stand out in your email marketing campaign.Image result for email marketing

1. Be responsive

MailChimp

The Pew Research Center found that the use of phones to read email doubled between 2009 and 2013, and the November 2014 Ericsson Mobility Report estimates that smartphone subscriptions and traffic per phone will have respective annual growth rates of 15% and 25% until 2020. The importance of mobile-ready creative is key. MailChimp says its”responsive email templates get higher click rates on all devices.” Use responsive design to allow an outstanding User Experience no matter the screen size. The worst result for any business is to send an email marketing blast to a user who is ready to engage only to have formatting issues on the screen. You may never get this customer back to your site or engage with your products or services.

2. Get to the Point

Use a short, concise subject line. The subject line is what drives the interaction with the email. You need to tell the user why they should open the email in as few words as possible. Also, use attention-grabbing headlines and explain the benefits quickly. A picture says a 1,000 words and a video says 10,000. Instead of explaining all the benefits of your business have a video embedded that says something like, “Click to get the experience” or another applicable call to action. Because so many people view emails on their phones and more video is consumed on mobile devices every day, you can utilize a responsive design with photos and video to convey your overall message effectively.

3. Mine your Data

Lead Gen Tactics

According to Marketo, “the company website, trade shows, conferences, and email marketing are the most results-driven lead generation tactics used presently.”

If you’re using an internal email marketing database already you probably acquire the list from 1st party data, or your current customers. A great way to build your internal database is to utilize 3rd party email marketing programs, such as the one through RiverTown Multimedia. Your current CRM database will tell you a lot about people most likely to be your customers. Target a 3rd party email program to”Like” customers, or those similar to your target audience and most likely customers. You can also look at Social Media data to understand who is most likely to engage you on Facebook, Pinterest, Twitter, etc. Your data is useful. Put 1st party and 3rd party data to enhance your current program.

4. Provide Value

Give me a reason to subscribe to your email list. This can include exclusive offers, unique information or events, or discounts prior to non-subscribers. Other ways to provide value would be with market information, educational tidbits or things that improve your customers’ lives. Appliance dealer customers may want to know about kitchen design. Let your auto customers know about upcoming manufacturer incentives. Another great value proposition is showcasing your image. Have fun with email. People like to feel good and see other people smiling. Although it may not be the feature of an email send make sure you convey how incredible your business is.

5. Tie it all Together

Email should be a component of your entire marketing plan. It should not be seen as a one-off project with unique messaging. If you have a YouTube channel embed a video in your creative. Want to boost Facebook likes? Provide an incentive within your email for customers to like your page. Email marketing is a great opportunity to reach an engaged audience with a goal of increased engagement, content distribution, social enhancement, and lead generation. If your subject line is good and the user opens the email you have their attention, probably moreso than any other digital space. The chart below outlines why email is so valuable…people spend time reading it. You have the users’ attention. Take advantage of it.

Movable Ink “US Consumer Device Preference Report: Q2 2014″ (2014)

Email marketing can be as complicated or simple as you want it to be. RiverTown Multimedia offers two different email marketing solutions to best fit your needs and budget. But these 5 tips should get you started or help adjust your current plan to make it more effective. Email is a wonderful solution and should probably be incorporated in most campaigns.

Don’t Go Changing: How Advertising has Changed Over Time

Advertising and marketing have been around a long time. From the days of medicine men driving cross-country in a covered wagon to Mad Men of the 1960s and today’s generation of data-driven and web marketing tactics much has changed. But the basis and strategies haven’t changed as much as we think. For a quick look, check out this awesome video via Mashable and Adobe.

For as long as people can remember marketers have tried to get their products in front of people. There weren’t a lot of tactics in the early years so businesses chose to mass market via the largest newspapers, widest-reaching radio stations or network TV. Target marketing still wasn’t a thing. But remember, when there are only 3-4 mediums you ARE reaching your target market….plus everyone else! Niche magazines and Soap Operas, publications and programs emerged to hone in on that target even more, eliminate waste and find the most engaged potential customer.

bigdataData and research have been around as long as marketing. The amount of data and trackability of users has not. That’s really all that’s changed. Focus groups and Nielsen ratings have given way to engagement rates and web traffic. Anyone who watched “Mad Men” knows how big a deal it was to get a computer in the 60’s. But there was a lot of data being used prior to that. As the data we use becomes more reliable and accurate the delivery of advertising also does just that.

 

I still firmly believe that advertising and marketing consists of two major components: Data & Research and Sociologicaly/Psychology. It’s great toData Tube know the target market, downright amazing what we’re capable of doing, but if the message doesn’t resonate with the audience it won’t have the maximum results. If we can’t reach people and touch them at their core, change their behavior with our message, it doesn’t matter that we’re reaching women 25-34 who have shopped at Norstrom for sweaters in the past 30 days. Vice versa if the message is brilliant, catchy and beautifully done but the audience isn’t in the buying cycle or the intended target is missed, how effective will it be?

In 2015 wSociology braine get caught up with all the data and target marketing. But there will always be a creative side to marketing. It’s how you stand out. In a world in which ads are delivered constantly and everyone is vying for that short attention span, who stands out? Not those with perfect data and targeting tactics. It’s the marketers leveraging data to deliver a perfectly suited and timed message.

The delivery on which we see and consume content and advertising has changed. What makes an effective campaign has not. There is still a balance between tactic, medium, content and data. There are more tactics, media and data than ever before. Use what the Internet, Mobile and Social have given us as marketers. But continue to find the creative solutions that resonate with your target audience. That’s how you TRULY stand out in today’s ever-changing marketing landscape.

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