If the current open and click-through rates for your email marketing campaigns make for depressing reading, it’s clearly time to change your approach.
Don’t give up though, as when done well email marketing can still deliver impressive results. In fact, research in the US has found that email marketing can generate around $38 in revenue per $1 spent – which is a staggering 3800% ROI rate.
It’s easy to fall into the habit of sending the same types of emails, believing it’s what your target audience wants to read. But is it?
Let’s take a look at the kinds of email marketing campaigns that are proven to deliver results. Although of course, it’s always important to tailor your strategy to your business and its customers.
Welcome emails
One of the easiest wins in the email marketing game is the welcome email. This is for new customers or subscribers, who you know are actively interested in your company or products (as they’ve subscribed to your mailing list). So, they’re a captive audience, and you should take full advantage of that.
A great welcome email should be warm, inviting and easy to read. Make it as visually appealing as possible, and you’ll start building trust and credibility right away. Thank the customer for signing up, and offer them a little perk to really show your gratitude. For example, a personalised discount on their first purchase.
Ultimately, a welcome email should make it easy to take the next step, whether it’s buying a product or following you on social media.
The good news for the time-poor is that welcome emails can often be automated. Find the right email marketing tools and you’ll never miss a chance to give new customers a warm welcome.
Email newsletters
When done well, a regular email newsletter acts as a handy little prompt to drive customers back to engaging with your site. Make a schedule for your newsletters, so you have time to plan what content to include that will have value and interest for your customers.
Crucially, make your newsletters snackable. This means they can be read and digested in a matter of minutes.
New offers and products
Got a juicy offer or an exciting new product? This is the ideal excuse for contacting your mailing list, especially existing customers who need a little nudge to make another purchase. Use this email to shout from the rooftops about your new product. Build excitement with gorgeous images and perhaps a cheeky time-limited discount for subscribers.
It could also be a good idea to create a specific landing page on your website, which you’ll link to in your email. This provides the customer with an easy path to purchase, while also helping you track the effectiveness of the campaign.
Need help with email marketing campaigns or email list building? You don’t have to go it alone. Work with Nextgen Marketing, a leading email marketing agency in the UK. Get in touch to find out more.
