Email marketing has been around for awhile. So long that it has lost its luster. Some even question whether or not email marketing is still relevant. Social media is much prettier and easier, so we should focus all of our attention there, right? No.
Email marketing converts better than social by almost double! Email is alive and thriving…for most companies.
Email marketing has changed, and if your email marketing campaigns aren’t working, it is probably because you haven’t adapted. Too often companies use outdated strategies and lousy sales copy. And most of the time, these are things that are done just because it is easier than the alternative. Your email marketing goal is to get a click not a sale. You want to build relationships and trust.
Email marketing shouldn’t be easy. Anything worth doing isn’t easy. Contrary to what a lot of companies will try and sell, it is not plug and play. It requires strategy, testing, consistent management, and insight. These are all things good sales people do daily.
Here are 5 tips for better email marketing results.
Meaningful personalization
I’m not talking about “Dear [insert name here]” personalization. A significant element of good email marketing is relationship development. Does the person trust you and does your email build on that?
Solid subject lines
People judge an email by its subject line, so yours better be good. They should be short, descriptive, and give the reader a reason to open the email. Test to find out what gets the best open rates and the best click through rates.
Know when to send your email
Inboxes are often very crowded in the morning, so test other times of the day to send your emails. The last thing you want is to get lost in the crowd. 8 pm – midnight is performing very well for a lot of groups.
Mobile, mobile, mobile
47% of all email opens are from a mobile device. If your email marketing is not mobile friendly, you are missing out on 47% of your audience!
Segmentation
A one-size-fits-all approach doesn’t work, because not everyone in your list is at the same stage of the resident lifecycle. Some might need re-engagement efforts while others are still in the honeymoon phase.
After reading the 5 tips for email marketing results, what improvements can you make to your email marketing efforts?
Misty Sanford
Social Insight Thought Leader
Renter’s Voice