It’s no surprise that email outperforms other social and digital platforms for shopping. Of all the channels on the social media landscape, it is the one where people are most receptive to offers and promotions. According to a 2016 survey from the Direct Marketing Association (DMA) and Demand Metric, email had a median ROI of 122%, which is four times higher than the ROI from social media and paid search.
Most of us expect to see relevant offers in our inboxes from the brands we buy, and even look forward to seasonal promotions that reward our loyalty and save us money. Tremendous strategy and resources go into executing successful email marketing campaigns. Knowing how to deliver meaningful personalization sets the effective ones apart from losers. The secrets to success can be narrowed to six core principles:
1. Know your target audience. It might sound obvious, but that doesn’t mean that most people do it well. You need a professionally compiled list in terms of quality and quantity. Qualified email marketing firms invest huge resources to curate and update databases of consumers who can be divided into categories according to demographic, transactional, behavioral and psychographic criteria.
2. Make it personal. People appreciate personalization. Like the theme song from “Cheers,” explains, “You wanna go where everybody knows your name.” When a message appeals to what you like, it seems as if the brand really cares. Starting with the subject line, put yourself in your recipient’s shoes and make sure whatever you’re offering relates to them.
3. Keep it simple. It’s the time-honored KISS rule: Keep it short and simple. You have just moments before I decide to hit delete, so don’t waste a second of my time. Tell me up front why I should care about what you’re selling. Don’t make me guess. A picture can be worth a thousand words, so use great graphics to grab my attention whenever you can.
4. Repeat and reengage. Repetition is a basic principle of effective advertising. There is extensive research on how often people need to see an ad or receive an offer before taking action. They’re often too busy the first time around and need a friendly reminder. As holidays and birthdays approach, they may appreciate the nudge. As with any good relationship, it takes engagement and keeping in touch.
5. Emphasize the call to action. You’ve captured my attention, made me stop browsing my emails and I think I’m interested in what you’re selling. Now what? Is it time sensitive? Do I need to download something? Order online? Make an appointment? Tell me plain and simple what to do next.
6. Use responsive design. In 2017, more than half of e-commerce happens on mobile devices. Even on Black Friday, which is meant to bring shoppers into stores, nearly 40% of purchases in 2016 were made on a mobile device. Be sure your message is properly displayed on PCs, tablets and mobile devices (82% of smartphone users turn to their phones to influence a purchase decision).
To find out more on how Take 5 Media Group can help you measure purchase intent and more, call us at 561-819-5555.