Imagine your email marketing intentions as giving valuable content to consumers, even if it doesn’t directly deliver ROI. Doing so reveals that today’s marketers take more than they give. Consider how the following four email marketing strategies shift the focus from taking to giving to customers and prospects, fostering powerful relationships.
Segment Your Customers
Absent a give and take model, your strategy may become too generic. It also fails to appeal to your audience’s diversity and what matters most to them. According to Campaign Monitor, a segmented email campaign can increase revenue by 760 percent. Emails asking for ratings and referrals (what consumers can give) are more likely to be shared when segmented.
Make a Plan
Creating a quarterly email marketing plan requires planning. Assume you’re attending a conference and want to meet with clients while you’re in town. Create a calendar that shows when you need to start targeting your emails for that event.
Remember that once your customers buy your product, the dialogue continues. For example, Harry’s, a shaving supply company, sends customers a guide on post-shave care. So it rewards customers with content, making them feel special and valued. Customers may tell friends about your product if you do something similar.
Build a Content Map
A one-size-fits-all approach will not appeal to any particular group. After segmenting your audience, create a content map. The best email campaigns fail to share the most relevant content with your subscribers. Extend from your largest segment.
If you include a whitepaper or infographic with your email newsletter, each segment is more likely to remember you and value your emails, resulting in more views, clicks, and shares.
Track Key Data
While every marketer understands the value of data analysis, few attempt to decipher its meaning and determine next steps. Monitoring results is critical to gauging the success of these give and take email marketing strategies. Stop wasting time on emails with low referrals and KPIs.
The DMA claims that the most important metrics to analyze in email marketing are click-through rate, conversion rate, open rate, and ROI. Considering these points can help you improve your approach and identify the most effective give and take efforts.
To develop the best email marketing strategy, first assess your current results. Adapt your strategies based on customer feedback and balance your efforts. It may be tedious at times, but following these steps is a strategic way to maximize email marketing’s potential and gain a competitive advantage.