Contrary to what many people think, the rise of other communication methods in digital marketing does not diminish the importance of email marketing. E-mail continues to be a very important application, mainly for transferring messages in corporate media.
By using email marketing, you can improve both relationship with a customer and take advantage of conversions. It is an application where the interaction is not lost, that is, your information will always be archived if you do not delete it. This does not take place in other social networks.
In this guide, we will look through the objectives of email marketing and how to improve customer interaction.
Email marketing is an essential application to manage the communication of any company or business. In addition, it contributes to the achievement of goals set in your online marketing campaigns. Here’s what you need to do to improve your interaction via electronic mail:
1. Publicize your brand or product
Email marketing is an ideal tool if you want to publicize a new product, service, brand or business. The message you send will go directly to the client’s inbox. To get that customer to open your message, you should create and design a creative subject line. It will provide them with the information they need to make the decision about your product.
2. Keep loyal customers
One of the main objectives of companies is to retain their customers. To achieve this, email marketing is one of the best strategies that you can use. One of the great ways is to keep the ones who are loyal. For instance, if you see that a certain person shows interest in what you offer, interacting with them is one great step towards keeping a customer for a long period of time.
3. Interact with users all around the globe
Email marketing is ideal for interacting with customers from all around the world. If your company is known worldwide, for example, the best way to communicate with them is obviously to e-mail. Via email marketing you will be able to attract more foreign clients and make a great profit.
4. Increase sales:
Email marketing is a great tool to help you increase your sales. Through email messages, you can reach people who are really interested in receiving information about the promotions and offers you are making. It’s also so much cheaper than tv ads or any other types of customer interaction.
To know if your emails are promoting what you need, you should carefully analyze the data extracted from your reports of each email marketing campaign sent.
Consider what your reader’s behavior was after they received your message. In addition to the opening rate, evaluate the number of clicks, and whether there were unsubscription requests (opt-out) or spam complaints.
6. Clean up your contact list
Constantly check all the emails in your contact list. Search for inactive or invalid addresses and discard them from the database. If any of your contacts had no interactions, for example, for more than three months, delete it. That means that a user is no longer interested in your content. Keeping it on your list can be detrimental to your company’s reputation, causing it to be frowned upon by email providers.
If you do not want to discard it permanently, transfer it to another list to be able to do a later reconquest. Avoid involving them in your usual campaigns and create a special strategy to recover inactive contacts.
To grab genuine email addresses, you can use Nuwber. This website has millions of authorized email addresses, home addresses, contact numbers, social media links, and much more.
7. Do send emails to those only who are interested
Evaluate the behavior of your readers and, based on that, choose who should or should not receive your emails. Ask yourself: “Would even I like to receive this email?” Use the reports to know how the interaction with your messages took place, who opened and who clicked. Strengthen contact with these recipients and reduce the frequency of sending e-mails to others. That is especially beneficial for the ROI (return on investment).
Interaction-based campaigns improve the delivery rate and encourage cross-selling, a technique used when you offer complementary products during purchase. For example, if your client is interested in an iPad, offer them a phone case, a protective film, a pen or a keyboard.
8. Always opt for the segmentation of your contacts
Know your contact base. By grouping your list according to the common characteristics of your readers, you will not run the risk of sending a campaign with offers of sporting goods to someone who is only interested in new beauty products, for example.
Follow what the reports say. Evaluate the behavior of your customers. Identify their interests. Determine groups to serve each niche and prepare automatic e-mails for data on birthdays or abandoned shopping carts.
9. Spare no effort when defining the subject
It’s important to spend time and effort on writing the title of your campaign. This will be the first thing that will arouse the interest of a person receiving the message. In addition, a good subject guarantees a good reputation for your company and prevents your emails from falling into spam.
10. Offer relevant content to engage readers
The commitment is directly related to the offer of relevant, quality, and coherent content to the specific needs of each user. Personalize each email as if it were unique, prepared exclusively for the user who will receive it.
How about sending a welcome email to get started? Show the reader who you are and that they can count on you and your company.
In short, a good email marketing campaign’s main objective is to create a direct, almost individual relationship between the brand and customers through an offer of relevant content for the profile of each consumer.
Therefore, interaction is key to ensuring engagement. This exchange should be a two-way street, promoting the action and reaction of both the company and the client.
Offer what the reader expects from your company and receive commitment, conversion, and better visibility for your brand in return.