Some tips and tricks…2 of 3
I hope you enjoyed last week’s post where we talked about Social Media best practices that we learned at IRCE. There was so much good information that we decided to create a series of blog posts to share all that we learned, with you!
Do you recognize the monkey in the pink banner in this picture?
If you have dealt with e-mail marketing campaign tools before, you will recognize this as the MailChimp monkey! They are a prime example of not only a great partner for your marketing campaigns, but also of great marketing. They displayed this banner as you walked into McCormick Place for this year’s IRCE and everyone knew it was the MailChimp monkey – loved it! So how do you get to this level of brand recognition? Here are some tips we think will help get you on your way:
E-MAIL MARKETING BEST PRACTICES:
This week we are focusing on marketing best practices. Together with last week’s tips on social media you can increase your exposure and reach out to your customer base via all channels. Whether you are a large or small company, we feel these tips will help you streamline your e-mail marketing efforts:
- Email Policy: Make sure you clearly communicate your policy regarding email addresses. Many customers will not give their email address if they think there is a chance that you will sell it. If this is not your policy, make sure they know their address is safe with you.
- Only send a few relevant emails: Sending too many emails will convince your customers to opt out. Sending irrelevant emails will quickly lessen the open rate. Define a maximum number of emails for each customer per month and make sure that the content adds value to their experience as your customer
- Create customer segments: Segment your customers by products purchased or viewed, profile information, demographics, etc. Segmentation will allow you to target email campaigns to ensure content, promotions, or new product launches reach the right customers and increase your open rate. Higher open rate usually translates into higher sales.
- Tie all emails to a trackable campaign: Campaigns will help you analyze each email blast and determine its ROI, click through rates, why it worked, why it didn’t and what can you do to improve the next email.
- Be professional: Send professional emails that represent your brand. Enough said. Don’t undermine your business.
- Engaging subject line: Don’t write the subject line as an after-thought. It has to be of interest to the recipients so it convinces them to open it. Also, don’t do a “bait-and-switch” and deceive them with a title that doesn’t match the content. Credibility is the key here.
- Design your email templates accordingly: Keep in mind mobile responsiveness and the ability to read the email without distorting the format in a smaller window such as the email preview window. Use HTML colors and text instead of an image.
- The goal is to funnel traffic to your website: offer many different links within the email, for different reasons. For example, links to articles, demos, new products, etc., that will drive traffic to good content on your site.
- Avoid the “click black hole”: If the user clicks, make sure you send them to a place that makes it easy to convert the click into a sale. Don’t send them to the home page. The page they land on needs to be an extension of the message in the email and contain the relevant information they clicked on in the first place.
- Tie it all together: Try to recap your social media posts, blogs, and newletters in an email for the week. Link back to the content from the email, but only if it will provide value to the customer.
Using Magento for your e-commerce store? Did you know that your Magento Store supports MailChimp Campaigns? Ask us and we can help you get it installed and configured for you!
We hope that you found these tips useful. If you have more tips of your own or would like to comment on any of ours, feel free to comment below. Stay tuned for next Thursday when our blog series continues with part 3 of 3: Mobile Commerce Best Practices we learned at IRCE.
Thanks for stopping by!
Crimson Agility Team