Even as new technologies are constantly introduced, email remains at the top of any seasoned marketer’s priority list. Why? Because email consistently delivers the highest ROI for businesses, with an average of $38 for every $1 spent. And while email is often only seen as a marketing tool for current customers, research shows that it is actually 40 times more effective at acquiring new customers than social media platforms.
With the statistics undeniably in email’s favor, the dilemma for business owners is not whether or not to use email marketing– but how to stand out in customers’ inboxes when they are constantly being bombarded with information.
That’s where the 3 buzz words come in.
The “one size fits all” approach to email marketing is no longer a best practice. Instead, marketers must focus on becoming relevant to each customer rather than their customer base as a whole.
Personalization
On average, email personalization increases click-through rates by 14% and conversions by 10%.
A simple example of personalization in email marketing is incorporating a customers’ name in the email, but there is so much more that can be done with this strategy. Customer email addresses can be connected to data that includes what information they saw on your website, what they purchased from you, events they have attended, or important dates such as birthdays and anniversaries.
Segmentation
Research shows a 760% increase in revenue from segmented email campaigns.
Email subscribers can be segmented by geographic region, demographics, past purchases, website behavior, interests, and more. The key here is targeting a specific group for a specific message that is more relevant to them. And relevant campaigns get the best results.
Automation
Automated emails average 70.5% higher open rates.
Email automation allows you to stay ahead by setting up email workflows that are triggered when customers perform specific actions. These workflows are customized for your specific industry. Online stores often use automation in abandoned cart emails, purchase confirmations, and the like. But automation is beneficial for any business. A good example would be automated review emails that solicit customers to provide feedback after interacting with your brand.
It is important for any robust email marketing plan to include a combination of these 3 strategies to get the best results. Contact Goebel Media today to schedule a time to talk about your strategy.
