With the recent popularity of social media, marketers are questioning the role of email in their marketing strategy. The reality is that despite the growth of social media advertising, email remains one of the highest returns on investment and most measurable marketing tools available for small businesses. You can set yourself up for success with email marketing by measuring the effectiveness of each campaign and understanding what you can do to increase your campaign performance.
Key Email Metrics - Unlike social media strategies your email marketing is easily measurable. Monitoring your unique open rate, bounce rate, click through rate, unsubscribe rate, and conversion rate can help to determine your email marketing success.
Mobile Changes Everything - Mobile devices are now the dominant device that people use to get email with more than 50 percent of mobile phone users reading email on their phones. This puts even more importance on the subject, headlines, value statements, and calls to action of any email effort. Let's face it, given the sheer volume of email businesses and professionals receive every day, your email better make an impression quickly. If it doesn't, it's probably going to have open rates, open to click rates, and conversion rates well below your expectations.
Relevant Content Meets Customer Needs - Clearly, you make an impression with content that is relevant to the customer's needs. When you have a solid understanding of what your prospective customer wants at each stage of their buying cycle you can customize your subject, headline and call to action to deliver your message quickly and effectively to meet the customer's needs and interests throughout their buying cycle. The first impression your email makes is through the subject line and who the email is from. When your subject is of interest to your audience you will have earned a few more seconds to further engage them with a value statement, offer, and call to action. Once your recipient opens the email they will likely read the headline and the first few lines only. This is your chance to provide enough value and a compelling offer to motivate the reader to take an action. Keeping your email simple and easy to read only enhances the likelihood that readers will respond the way you want.
There's a reason that your inbox is often full of new email messages every day, and it's quite simple. Never forget that while email is still very effective as a core marketing tool the best marketing results come from combining channels throughout your customer's buying cycle to influence their purchasing decisions.