Marketing Secrets to Improve the Performance of Every Email
If there’s one tool in your arsenal you can’t take for granted, it’s your email list. Email is super effective. A recent study placed the ROI of email at $57 for every $1 spent, up from the last time marketers were surveyed. What’s more, email is a primary driver of customer acquisition and retention.
Ask marketers what they think about email, and nearly three-quarters of them will say it is a core part of their business.
Because email is so essential to your business’s success, it’s critical you know how to get the most out of it. If you don’t, there’s no doubt you’re leaving revenue on the table, in lost customers due to lack of communication or poor experience.
So how can you make sure you’re getting the most out of every email you send? We’ve got a few tips we think can help make a difference.
Focus on the customer experience
It doesn’t matter what kind of company you run or which industry you’re in; customer experience is what matters today. If you aren’t able to deliver a consistent message that’s personalized and engaging, you’re going to see your open, click-through, and conversion rates suffer.
That means your primary focus needs to be on creating emails that directly connect with customers while driving engagement. Of course, it’s easier said than done, but not impossible. Make sure your messaging is consistent, your emails are easy to navigate, and you’re using customer data to give readers the type of content they want.
Create more personalized emails
Personalization is a core component of customer experience. Consumers want to get emails that show brands understand what they want and need. So, dig into that.
Using Smart Banners™ and Smart Blocks™ can help. To start, all you need to do is connect your data sources, such as your CRMs, eCommerce, or loyalty program tools. Then Zembula’s Decision Engine will pull in that data and individualize emails based on the information. As a result, your customers will get an email specific to them.
Improve email copy and content
It’s often a lot harder to get the point across when you don’t have a lot of space to use for it. That’s what makes email difficult at times. You need to create an engaging message that drives action in only a few dozen words.
One solution? Let your pictures do the talking. They say an image speaks a thousand words, and when you use personalized image animation, you can get across everything you need to communicate. Not to mention, with personalized animation, you’re catching the eye right away. Dynamic or kinetic content in your emails drives people to click because it’s so engaging.
Ensure communication go both ways
One big problem brands got into in the past was they spoke at their customers. Now, that doesn’t fly. Instead, consumers want to feel like they have a personal relationship with the brands they love and aren’t just another number.
You want your emails to be part of a conversation with your customers, a way to learn about each other. Use your emails to reflect that by asking their opinion or sharing their thoughts. Asking questions or using live polling can help you share content that’s more personalized to your reader’s interests later.
Make it easy to take action
At the end of the day, marketers want to see those conversion numbers increase. So, make it easy for your consumers to take action, click, and buy. All too often, brands design complicated emails that are clever but not very actionable. Avoid that by keeping action and engagement top of mind in every email you send.
Zembula can help. Our email templates are drag and drop. Add a snippet of code, and you’re good to go. If you want to offer even more personalization and promote action, add Smart Banners™ and Smart Blocks™ to every email. These pack a punch offering personalized information and built-in call-to-action buttons. You won’t need to worry customers won’t be compelled to click.
Interested in learning more about how Zembula’s Smart Banners™ can make a difference in your emails? Get in touch today. We’d love to set up a demo and chat.