4 tips to improve your email marketing campaign

Updated on: 23 February 2016

Email marketing is not dead. Data has shown that there are more than 3.9 billion email accounts as at 2015. Furthermore, more than 182 billion emails move between different users around the world daily.

Therefore, instead of believing that email marketing is dead, your focus should be on identifying new strategies for this form of online marketing considering the popularity that it continues to enjoy around the world. In the US, 70 percent of people employed to do white collar jobs spend time checking their emails while watching TV. Around 50 percent of the same group of people check their emails while in bed prior to sleeping or just after waking up in the morning.

Therefore, a change of strategy would be the best way for reviving the email marketing campaigns that you abandoned. The best strategy should include any or all of the following:

Being mobile friendly

Remember that more people are accessing their emails through mobile devices today than at any other time in history. In this regard, email marketers ought to understand the important role that a mobile-friendly approach would prove to their cause. A seamless experience is only possible when you make the email, landing pages and virtual checkout carts mobile friendly.

Allowing consumers to set their preferred pace

If the customer believes that you are manipulating him, your email marketing strategy will fall flat on its face. The strategy that you choose for email marketing must help build and enhancing trust between the brand and customers. Occasionally, ask the customers for re-opt in, as this is the most effective way of clearing your email while building trust levels with them.

Personalization and addition of value

Six out of ten people want to receive emails from their favorite brands. These people would be more receptive if the emails they received from their favorite brands were personal and added value to their lives. Use personalized emails to send useful content that helps customers. Send the right message at the right time to the right recipient.

Create a killer welcome or introductory email

Let your introductory or welcome email focus on actions that your target audience finds attractive. This is the best strategy for raising activation rate. It is also the most effective strategy for converting subscribers into avid and loyal readers. With this strategy, you will not have a difficult time trying to convert new customers into a team of lifelong partners for your online business.

Finally, make it a habit of seeking feedback from disinterested customers. Find out why they are disinterested in your products or never seem interested in replying to your emails. Find creative ways of engaging with this group of customers. Let the call to action be feedback from the customers. Increase the levels of trust between your brand and the customers by allowing them to set the agenda for communicating through emails.