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It’s no secret that email marketing is an effective way to engage customers, drive traffic, and increase sales. As we’ve mentioned several times before on The Mission Suite blog, the ROI on email marketing is almost unreal and exceeds nearly every other marketing platform.
It has been reported that in 2012 more than 44 percent of promotional email recipients made at least one purchase due entirely to receiving an email.
Now the real question: how do you make this work for you? Let’s discuss some straightforward ways to increase the effectiveness of your email communications.
It is not uncommon for email marketers to send frequent emails to their lists or list segments. This is particularly true during the holiday shopping season when marketers ramp up their campaigns. While the primary goal of email marketing is obviously to keep your brand at the forefront of the customers mind, you don’t want to oversaturate your readers with a barrage of emails.
Above and beyond this, the people that receive a great deal of email are probably not willing to spend their entire day reading marketing material.
This is why you must have a very clear focus. You don’t want to waste your reader’s time, and you want to get your message across. A clearly focused and concise message allows you to do both of these things effectively.
2. Target Specific Customers
While massive blasts to your entire list can be effective, it is must savvier to send targeted emails to specific list segments. Most modern email marketing platforms have a way of determining the best list segments, and your creativity should be able to handle the rest.
Studies have found that targeting list segments with tailored emails increases open rates up to 14%, clicks up to 15% and also reduces bounce rates and unsubscribes.
You want your emails to feel personalized, and this is one of the easiest steps you can take towards that goal.
3. Don’t Forget the Landing Pages!
So you’ve crafted the perfect email. It’s guaranteed to get opened and even clicked through. Then your customer lands on a terrible mess of a landing page and immediately closes out the window.
Email marketing doesn’t end at the email. Ensure that your site is updated, attractive and easy to use. Your specific landing pages are of utmost importance, as they are the first impression your readers receive of your actual website.
Don’t let substandard landing pages sabotage a good email campaign. Make sure you put almost as much time and effort into the pages as you put into the emails themselves.
As we approach the holiday season it becomes harder and harder to stand out above the frenzy of email marketing, but following these simple tips will give you a leg up on the competition.
Do you have any other recommendations for improving eCommerce marketing emails (or even landing pages)? Let us know in the comments!