Email marketing is one of the most inexpensive and effective tools to stay in touch with your prospects and customers. And, when used smartly, it’s an extremely effective tool to increase your sales too.
According to Capterra, when marketed through email, consumers spend 138% more than people who don’t receive email offers. But, that doesn’t mean email marketing is a bed of roses. When done right, it can increase your conversions; when done wrong, it can annoy your subscribers, and force them to dump your emails into their spam folder where your future messages will never be seen again.
Here are four tips to prevent this mishap from happening.
1. Place a prominent unsubscribe link in your email
Not everyone who signs up for your email list will stay on it forever. As an email marketer, you should understand that as people have many reasons to get on an email list, similarly, they have many reasons to get off an e-mail list. Having a more prominent unsubscribe link guarantees that whenever they want to get off your email list they can find it easily. Hiding it in a place where it’s tough to find is a huge mistake. It will not only annoy them but will force them to click on the spam button and ruin the chances that they’ll ever subscribe to your email list again.
Anyone who sends an email for marketing purposes should include an unsubscribe link in their email preferably at the top of the email. Giving option to unsubscribe will save you money and time as emailing to subscribers who aren’t interested in your products or services costs you money. Also, it will increase your open and click rates and ultimately boost your sales in the long run as only interested subscribers will receive your emails.
2. Use frequency capping
No matter how much people like your emails, if you bombard them with multiple emails within a short period of time, they are not going to like it. To ensure that no customer receives more than a specific number of emails within a short timeframe, you can limit the number of emails. For example, if a customer has left a product in his cart and you’re sending him a cart recovery email, you can use frequency capping to ensure that he won’t receive a newsletter or your promotional email back to back by setting pre-defined time interval to space out multiple marketing messages.
3. Use data to segment your email list
Every marketer knows that relevancy is the key to email marketing success. According to Jupiter Research, relevant emails drive 18x more revenue than broadcast emails. But, most marketers still aren’t investing enough time in segmentation, even though it’s vital to send relevant emails.
If you’re not segmenting your email list, you can never send relevant and targeted emails to your recipients. Let me give you an example, let’s presume that you’re an online grocery store who keeps both vegetarian and non-vegetarian food products. And, there is this customer who only buys vegetarian products from your site. Once you have added fresh stock in your non-vegetarian products and send him an email, will he find that email relevant and useful? The answer is “No.”
Tip: No matter whichever industry you are in, you should segment your email list on these three criteria: Purchase history, demographics, and lead source.
4. Use personalization
Personalization leads to higher open and clicks rates, more conversions and, in general, a better experience for your customers. But most marketers aren’t utilizing this technique fully.
- 80% of marketers admit that personalization increases ROI
- Businesses implementing personalization see at least 19% increase in sales.
- Personalization is listed as the #1 marketing trend in 2015
Be a customer-centric company. “Customers are an investment. Maximize your return.”