Email marketing is among ancient tools of digital communication channels, they say. Well..."It’s not about Email, but the way you use it", we say!
Follow the following 3 Email marketing strategies to establish a long-term relationship with your customers.
1. Help your leads in making right decisions
It’s no question that willingness to provide helpful content to your customers is already embedded in your company vision. Another question is to make sure they figure out you have the “key” from their problem “lock”. So help them in picking a right one!
Break the ice…into cubes
While searching for answers, your leads don’t read your emails. They scan through them. Nobody’s wishing to find a white paper in their inbox. Save time for the both of you by presenting concise and structured content.
Break your content body into distinguishable block-sets. This will allow your readers to easily find the information chunk which directly addresses their issues.
Give their download managers a hard time
Prospects won’t mind getting offered some e-books, research insights or downloadable trial version of your software. Not only you vitalize your Email open rate and CTR. Your prospects have another reason to see your helping motives, not selling.
Don’t cut off the wings
Give them freedom of choice and actions. Make sure every part of your email is interactive and intuitive. Don’t take away their opportunity to share your content or getting to your corporate webpage right from the email.
The fewer the steps your prospects make to get desired content, the less time they will need to make a decision in your favor.
2. Scoop out the most of your collected data
Generate maximum output from the data you acquire from prospects. Its potential is not limited with demographic statistics to rigidly segment your customer base.
Reveal latent shifts in your segments. Whether your prospect is ready to jump into another segment or already did it. In this case the content you’re delivering him is not relevant. Continuously track and update behavioral patterns to spot the slightest deviations.
Every CRM software has a viable package to manage and analyze your customer base. For instance Salesforce has a 30 day Free trial for you to realize whether it is what you were looking for.
Catch the right moment
Unsubscribing lead is a loss for your company? By abandoning subscription they deprive themselves of the opportunity to acquire unique content, special offers and up to date news. Let them know about their loss. And don’t forget to inform in your retention email that they’re always welcome back to re-subscribe.
Have you measured the duration of a relationship with established customers? Time shows best. Your loyal clients are getting nostalgic about the time they were leads. As never ever they received that much attention from your side. Inform them about your honor to walk alongside throughout this time. Don’t let them forget they are special, as they really are.
- What content type is favorable to your leads?
- Will HTML email format work better than old school?
- How long should your content be?
- When is the best time for communication?
Generally accepted emailing practices are a solid base to start. But don’t hold them permanently, only if you are another average company. Continuously perform A/B testing to know which changes will hike CTR. Compare your email campaign performance to Industry specific statistics provided by MailChimp.
3. Revitalize your email lists
In course of time, databases are subject to gaining a certain share of dead cells. Which means, a specific segment of your email contacts are fully insensitive to any changes in your communication strategy. In fact, not only you have zero response rate from them, your email campaigns are in danger of getting to spam folders.
In general, the main reason of the shrinking response rate is wrong targeting strategy. Essentially, make sure your actions aren’t being the root cause of flat feedback.
Our check list will help you to find out whether you’re on a right track
- Your email lists are segmented and updated;
- Your content is relevant;
- Your content is unique and brings value;
- Your content is diverse in formats and structure;
If our check-list fully represents your strategic footprints, then it’s time to reanimate your dead segment!
Set up criteria to tell whether a particular contact is “dormant”. Your industry domain and emailing density define for how long a recipient needs to have zero email open-rate to be classified as inactive. Contacts with no website visits, purchases and services usage for wide time frames fare being subject to dead segment.
Set up your reanimating campaign with if-then-else framework. Once condition is satisfied, customer is classified as inactive. Let’s say a customer haven’t been using your food delivery services for 2 months. The contact should be placed to “inactive group” while, from now on, being subject to revitalizing campaign instead of ordinary.
Sub-classify your “dormants”
Introduce in-depth sub-segments based on behavioral patterns on website and purchase history. Particular contacts will receive diverse revitalizing offers.
Customers with a purchase history would appreciate complementary offer under special conditions. Meanwhile, hesitating prospect should be reminded about your company’s existence and care.
Notification Emails come first to mind! Best way to wake up your snoozing contact. Make the interaction buzz by opting on emotional aspect. But always leave your prospect a choice. As an example, in your footer, inform your prospects that they will no longer be subscribed to your newsletters, if they won’t follow the link within X time period. Improve their comfort level by letting them chose a preferable Email delivery frequency.
Take a risk by being honest
Ask your prospects a straightforward question why they are not reading your Emails. Have you inaccurately classified your contact? Try out interactive quizzes to find out in which topics, products and services are mostly compelling for your prospects. Use acquired insights for further segmentation.
This preventive measure works best for the segment which still opens your Emails, meanwhile, having low CTR rates.