The 80:20 rule is widely used in business, but how does it apply to digital marketing? Odds are, roughly 80% of your sales come from 20% of your clients. Focus your energy on those 20% and you will strikingly increase your revenue. But how should you build relationships with these customers? The answer is email marketing.
Email may be as old as the internet itself, but in 2019, over 50% of the world’s population still started their day by checking their email.
Marketers can leverage email usage and connect with their prospects and customers in a highly targeted way that will be successful in delivering ROI.
You probably have hundreds or even thousands of contacts on your client lists. Don’t lose sight of your high-volume buyers while getting weighed down in acquiring new customers. Make sure that you are connecting with them on a more personal level by perfecting your email marketing campaign.
It’s a question we often get asked as content marketing specialists, but the answer isn’t so black and white.
Social media is arguably the most influential innovation in recent years and while the uptake in social media certainly encouraged businesses to establish presences on these platforms, it is not always the best avenue for reaching your customer base.
In 2020, some 3.8 million people use social media everyday, however, consumers are rapidly labelling targeted advertising on these channels as invasive and unwelcome.
When it comes to converting leads into loyal customers, supporters or even members, email marketing has remained a consistent channel of engagement. The truth is consumers feel in control of an email relationship; they opt-in to receive promotional messages with an option to unsubscribe and they can access the content at a time that best suits them.
Ultimately, your social media profiles should work in tandem with your email marketing strategy. Try linking to your social media profiles in your marketing emails and offer subscribers new opportunities to engage with your brand and your content.
The greatest element of email marketing is it’s measurability. When you use any email marketing platform you can gain valuable insight into customer behaviours and interests simply by tracking who opened your email, which links were clicked or if they unsubscribed. You can easily monitor and measure the performance of your email campaign and make adjustments to improve effectiveness, or in some cases, perform rudimentary split tests to help you decide between design and copy elements that you’re considering.
Here are some of the key metrics you should be looking out for:
With any form of measurement, the point of time in which you record your data can make a difference, so be sure to give audiences ample time to interact with your communication before drawing a conclusion on its effectiveness.
Whether you are just getting started with email marketing or have had a clear strategy for years, you’re probably looking to find ways to perfect your craft.
Here are some tips for optimising every email you send:
Many email marketing platforms also offers access to powerful and customisable automation features including:
Experiment with workflows and triggers and tailor your communication to hit audiences at the right time with the right message. With a bit of testing, practice and patience, your email leads will practically nurture themselves!