We’re willing to bet that after the festive period, the majority of you will have dreaded going back to work and checking your email inbox. The chances are, you will have trawled through hundreds of emails on your return, trying to identify which were of most significance.
Between the emails that required attention, there is likely to have been a whole host of ‘Happy Christmas’ e-marketing campaigns that were sent to trash without a passing thought.
So what makes an email stand out from the rest? It’s becoming more and more difficult to ensure that your emails are effective, so it is crucial to stay ahead of the curve. As people are becoming more au fait with technology and keen to interact with it, they expect your emails will reflect this. In order to do so, our recommendations for 2019 are the following;
Responding to your active audience
It is easy to get lost in your attempts to attract a wider, active e-marketing audience, but don’t forget those that are already on board. Take stock of the information you have gathered about your existing followers and use this to engage with them more effectively. These people should also be the ones that you ask for feedback. What content matters most to them? How frequently would they like to be contacted? This encourages loyalty and allows the audience to feel they have received added value.
Time and effort = Money
In any other element of your marketing campaign, you would place high importance on effectiveness of spend. Don’t lose sight of this when it comes to your e-marketing and waste time and money sending campaigns to people that aren’t listening. Drill down who your highest value audience is, and make sure that they are the ones you are reaching.
Don’t get lazy
People can’t get away from being marketed to these days and much of it is incredibly impersonal. As this occurrence is so frequent, people can spot blanket messages from a mile away. If you actively ensure you are personalising your content, you will instantly stand out. Thanks to GDPR, all your recipients will have a legitimate interest, so show them personally why they do.
Recent marketing data from Q3 has shown that unlike recent years, more users are taking to making significant purchases on their mobile devices, as there has been significant growth in mobile AOV for the first time in years. This proves that convenience really is key, with people more commonly purchasing larger orders on the go. This makes it essential that your e-marketing campaigns are just as user friendly for mobiles as they are on desktops.