When customers subscribe to your e-mailing lists, they want to hear from you. Customers giving you their email address is the equivalent of them handing over their business card and saying, “Hey, call me sometime!”
So, if customers aren’t opening your EDMs or newsletters, it’s probably not because they consider it an invasion of privacy, or don’t care about your message. Nor is it because email is a dying medium. It’s because your message isn’t resonating with them like that first point-of-transaction did.
When done properly, email marketing is a hugely profitable strategy: for many industries, it still produces a higher ROI than TV, radio, video and even social media. But to do that, you have to get personal.
If you look at the recent start-up company, theSkimm, they’re proving that there are engaged audiences that subscribe to email newsletters. Essentially, theSkimm’s sole product is an e-mail newsletter that digests various news topics for young– particularly female–professionals who want to get ahead. They found their persona through that compulsive get ahead mentality that is so pervasive amongst their target audience, and bottled it. And it works: since its launch last year, they already have more subscribers than the New York Times digital subscribers worldwide.
The Keys to Their Mailbox
So what was their key to success? – It’s all about knowing who you’re talking to, and addressing them properly in a way they understand. You have to communicate in a way that resonates with consumer. This starts with simple elements such as personalised subject lines, which have been shown to increase open rates by around 30%. And it ends with encyclopaedic knowledge of your email database.
But how do you get there? The best way is to start messaging.
Research to Revenue
When you send an email, you’re actually gathering information about your database: open times and click-through data are actually insights into when your clients are reading, and which content interests them most.
When you’ve got information on your readers, you’ll have a better idea on how to target them. Maybe your regular correspondents could use membership to your loyalty program? Or maybe, someone who’s just signed up to your online shopping service, but hasn’t purchased, could do with a little 15% off incentive to get spending? What about that regular online shopper who only ever buys clothes in the colour black? What do you think might interest them?
By looking at specific actions– or inactions– gathering information can be easier than you think. And then all you have to is generate fresh content that keeps your customers hanging in the balance for each new issue.
Email marketing is your research and revenue machine. We know the task of tuning it can be daunting. For advice, we’re always here. And, as with your email marketing campaigns, it all starts with an email.