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Why Email Marketing Still Rules (Plus 3 Tips to Increase Engagement)

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Email marketing is like an old friend. It’s been around for years. It doesn’t surprise you much anymore. You may even find it a little boring sometimes. But at the end of the day, you know you can depend on it.

Even with the emergence of more exciting engagement tactics, email marketing has remained a key method for reaching your audience.

In fact, nearly 70% of people between the ages of 18 and 34 prefer companies communicate with them through email, according to MarketingSherpa research. That number’s even higher among 35- to 44-year-olds and 45- to 54-year-olds.

Regardless of how people feel about email communications, many marketers’ email campaigns are failing to connect with customers.

Nearly half of the marketers who participated in a recent Demand Metric/Return Path study reported email open rates of 15% or less, while almost 60% cited click-through rates of 8% or less.

But that isn’t because email marketing is past its prime. It’s because too many marketers have neglected the recent paradigm shift. Namely, today’s customers have become much more sophisticated about how they consume content.

Here are three easy ways you can improve your email marketing efforts to better connect with your audience and increase engagement:

1. Segment your lists

The first thing you’ll want to do is figure out who you should be talking to—and why.

Some of the most popular characteristics marketers use to segment their lists include:

  • Job title or function
  • Demographics
  • Purchase history
  • Website activity
  • Past email clicks or opens

Why is this important? For one, people’s inboxes are overflowing with marketing emails. If you insist on sending messages that fail to pique their interests, they’ll quickly tune out.

Say you’re trying to engage a chief human resources officer (CHRO) audience. Sending those executives HR content isn’t enough. Instead, you need to focus on their particular industries and needs.

A CHRO in the rapidly growing high-tech industry, for example, would likely be interested in information around talent recruitment.

Meanwhile, a CHRO in a legacy industry—where decades-long employees are nearing retirement—would gravitate more toward content on workforce management and succession planning.

Segmenting your lists gives you a chance to customize your communications, creating tailor-made messages that resonate with your intended audience.

2. Trigger your messaging

As a marketer, you’ve heard the phrase “email blast.” Does it make you cringe? It should.

Rather than sending emails to large, unorganized lists of contacts, you need to strategically engage.

Launching a triggered messaging program—using innovative email marketing software—can help. It allows you to contact customers and prospects based on actions or conditions.

For instance, if someone abandoned their online shopping cart on your ecommerce site, you could send them a strategically timed discount offer. Or, if a person attended your recent software showcase, you could send them an exclusive invite to register early for the next event in town.

By making each of your interactions more meaningful, you’ll earn more customer trust and gain greater influence over their buying decisions.

3. Take advantage of your data

In modern marketing, data is a priceless commodity. And while most marketers recognize that, too few use it like the valuable currency it is. Instead, they treat these precious golden nuggets like knickknacks on some dusty, old shelf.

But for email marketing to have real impact, data must be front and center. Marketers need to capitalize on the information at their fingertips to learn more about their audience and personalize their communications.

That could mean studying device data to better understand how customers view emails and then optimizing messages for mobile. Or it could mean analyzing complaint data to determine optimal email cadences.

Even information that doesn’t seem relevant can be useful. Evaluating how customers behave on a website or social media channel can provide a more vivid picture of their interests, enabling you to improve how you engage with them.

Deliver quality communications

Putting these three ideas into practice will help you elevate your email game. This will:

  • Engender trust between you and your customers—because you’re not bugging them with emails at all hours of the day.
  • Prove you’re tuned in to their needs—because you’re only sending them relevant information.
  • Show you’re listening to them—because you’re providing value, not just trying to sell them stuff.

That’s all your email subscribers are looking for today. And they, along with their inboxes, aren’t going anywhere—especially now that you have these three tips to increase engagement.

Download The Definitive Guide to Engaging Email Marketing to learn more.

Source: Marketo

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Invitation For You to Participate in The Upcoming “Mental & Emotional Well Being in Times of Crisis” Supplement – August 13th

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THE AWARD WINNING AFRICAN AMERICAN NEWSPAPER

CELEBRATING 55TH YEAR OF SERVICE

HEALTH, WELLNESS, and NUTRITION SUPPLEMENT

Your Invitation to Participate in The

Mental & Emotional Well Being in Times of Crisis Edition

FACT:   African Americans are at greater risk for health complications from infancy through adulthood.

FACT:  Knowing what risks to look out for will help you live a healthier life!

The Washington Informer will produce and publish quarterly pull out keepsake supplements on issues related to health, wellness, and nutrition in an effort to provide valuable information that may make a positive difference in the quality of life for our African American community.

The Washington Informer will publish the next installment of our highly anticipated Health, Wellness, and Nutrition special issues to address “Mental & Emotional Well Being in Times of Crisis” in our August 13th edition,

We will not only continue to discuss all aspects of the corona virus but will also examine other areas related to the mental health and wellness of our community.

Deadline for space reservations and submissions is August 3rd. Our papers are flying off the stands as people trust the information we distribute.  We will also distribute a digital edition through our web site, eblast and social media.

View our most recent edition @ https://www.washingtoninformer.com/march-2020-health-wellness-nutrition-supplement/

About The Washington Informer:

The Washington Informer is African American woman owned multi-media organization. Having recently celebrated 50 years of serving the community:

  • we reach about 42,000 print readers each week
  • 7500 eblast subscribers
  • 11 million monthly social media reach via Facebook, Twitter, and Instagram (and growing)
  • over 225,000 monthly page views on our website and our events reach the community at the grassroots level

The value of the outreach to the local community and the value of showing a relationship with The Washington Informer is something that cannot be measured…It may not be quantifiable. You can put all the measures you want on it, but how do you measure the partnership with an organization whose primary mission is to serve the African American Community?

We regularly win awards for our supplements, and this series will be of the same quality so your participation will provide you with tremendous value.

We offer sponsorship and advertising opportunities, while you help to provide high quality education and guides to services that address the issues of health disparities.

An informed and motivated community will yield the best potential advocates and participants for your programs or initiatives, and it is our belief that these supplements can help you to Educate, Inform, and Empower, our community by delivering messages through The Washington Informer.

SPONSORSHIP LEVELS

I – TITLE or PLATINUM (2) – $7,500

  • Two (2) full page color ads
  • One (1) half page color ad
  • Editorial space for two informational articles (500 – 750 words)
  • Logo on cover

 II – GOLD (2) – $5,000

  • One full page color ad
  • One half page color ad
  • Editorial space for two informational articles (500 – 750 words)

III – SECONDARY (4) – $3,500

  • One full page color ad
  • One half page color ad
  • Editorial space for one informational article (500 – 750 words)

ADVERTISING OPPORTUNITIES

  • Full page color – $3,000
  • Half page color – $1,500
  • Quarter page color – $1,000
  • Advertorial Submissions (500 – 750 words) – $900

DISTRIBUTION & VALUE ADDED

  • Inserted into Washington Informer total press run
  • Additional stand-alone copies made available upon request for your internal distribution (cost $250 per thousand)
  • Posted and archived on www.washingtoninformer.com
  • Distribution @ The Washington Informer store located within Dulles Airport
  • Distributed through Washington Informer via email blast (7,500 subscribers)
  • Distributed through The Urban Marketing Group email blast (27,000 subscribers)
  • 50,000 ROS Web site banner impressions

Please keep in mind that this is an opportunity to submit informational and educational articles as well as advertising.

Read more about The Washington Informer HERE.

To reserve your space, please contact The Urban Marketing Group @ 202-642-3894 or click HERE

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How to Use Instagram Tagging: A Strategy for Exposure (Watch on YouTube)

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Marketing

How to Use Instagram as a Sales Funnel Without Ads

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Wondering how to use Instagram for sales? Looking for ways to promote your products without using ads?

To explore how to use Instagram as an organic sales funnel, I interview Elise Darma on the Social Media Marketing Podcast.

Elise is an Instagram marketing expert who specializes in helping business owners scale with Instagram. Her courses are Story Vault and InstaGrowth Boss.

You’ll discover how to use Elise’s Instagram Story Seasons Method to generate sales without any advertising and learn what kinds of content work best at each stage of the Story Seasons customer journey.

Read more HERE

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