Joyce and I were having a discussion the other day when she mentioned she wasn’t so big on email marketing for her business, instead, she focuses all her effort on social media campaigns every now and then. Her reason was that she felt it was easier, faster and more effective to reach your target audience more via social media than emails, “at least not everyone opens their emails” she argued.
She does make a valid point and I guess most business owners would agree with her. However, research has shown that though more than 2.5 billion people use social media every month, there are 3.7 billion active email users around the globe, according to Statista.
While most companies would want to build their online presence which is a MUST necessity for their business, one shouldn’t relegate to the background the power of email marketing still. Another research by Campaign Monitor revealed that 72% of people prefer to receive brand content through email, as against 17% who would rather receive these messages via social media platforms.
One of the top reasons why customers are quick to delete most emails they receive from different businesses is because they contain more promotional content than informational contents. No one enjoys junk mails. The main reason for email marketing is to give useful information to your clients/customers; give them something of value to eagerly look forward to each time they receive your emails.
How then can one get it right with email marketing to be able to send the right messages with the right personal touches at the right time to get a highly valuable engagement channel?

  • Send trigger emails: These are emails that have a valuable message for your audience and often ends with a call to action. A good example of this is welcome emails, re-engagement emails, follow up to a transaction emails etc. These emails trigger your readers to want to take a specific action that will benefit them at the end.
  • Tag for follow-up emails. Welcome emails aren’t the kind of mail you send to returning visitors. There must be some other way to interest your regular customers and one of such ways is to use specific tags to reach out to them, using personalized messages. Don’t be so focused on getting new customers that you neglect your existing customers. Coin our relevant messages as suits your customer’s previous experiences and some examples include:  “We noticed you bought this item the last time,” and “How is your purchase of [item] working out for you?”
  • Mean every word. Whatever the reason for your mail, make it short, precise and most importantly very interesting and engaging. It should contain useful content that would benefit your customer’s in some way. Develop simple contents without much texts, not in tiny sizes and slow loading images. All these are a turn off for customers.

Despite the power and importance of social media, email still remains one of the best options to engage more of your customers when done correctly and appropriately. David Newman said, “Email has an ability many channels don’t: creating valuable, personal touches – at scale.”
PHOTO CREDIT: Real Point Design

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