This week we are going to bring you 5 tips for email marketing.
What’s up Fish Fans! My name is Marcus. You’re watching Marketing Madness, the Blue Fish vlog!
We think content and social media marketing are both wonderful. But social posts have a short lifespan and heavy competition. Not saying they are not worth the investment of time and money, but email is king when it comes to engaging with an audience.
Let’s dive into the 6-email marketing tips we have for you this week...
Tip #1 -- Email blasts are dead
The day of the ole spray and pay email blast is dead. Consumers have gotten used to being marketed to with material that is relevant to their needs and interests at a specific time. We have Facebook to thank for this modern marketing miracle. To earn engagement, emails need to be catered to each leads specific interest.
To cater specifically to the needs of the leads, instead of using the spray and pray approach, your leads must be segmented into relevant groups. Most Email Services allow for segmenting lists. Now is the time to do it.
Tip# 2 Optimize for Mobile
I hope by now we have beat into your head that you need to be thinking MOBILE FIRST. Well guess what, this is even true with email campaigns. Statistically speaking, almost 68% of emails are filtered initially on a mobile device. If your emails forgo mobile optimization, you’ll likely lose a huge portion of your audience.
Tip #3 Engage with trigger-based campaigns
Trigger-based campaigns using systems like Salesforce Pardot, Hubspot, or Drip can be a marketer's best friend. These campaigns automatically send out communications based on specific actions or inactions. When these campaigns really start to shine is in the sales cycle. With marketing automation, you can establish a sequence of emails that trigger based on established actions. Some examples are:
Thank you emails
Your shopping cart has an item in it emails
In essence, the platform guides a subscriber through the nurturing process for you—based on a sequence you design up front—reducing effort, using data to deliver relevant emails, and segmenting contacts into lists automatically.
Tip#4 Personalized it
Personalization is a trick of the trade that increases open rates and engagement. You have the options to talk about a specific action, call the recipient by name, or speak to the last engagement. In order to personalize emails, you are going to need more than just an email address. However, be careful when attempting to collect this information, this is a delicate balance and you do not want to lose someone because you were prying a little too much. Over time you can build an information-gathering strategy that enables the types of personalization that build both relationships and revenue.
Tip#5 Customize dynamic content
WIth dynamic content you can take personalization to the next level. Dynamic emails can display different content based on historical data collected. There are a variety of uses for dynamic content including:
Showing specific specials based on past purchases
Timers based on when the email is opened to show urgencies. Personalized by location, time of day, and much more.
To take advantage of these smart emails, you are going to have to be using some type of automated system. Being completely transparent, this will come at an added expense. But understanding the power of these well-timed and dynamic emails can unleash your marketing to the next level.
At the end of the day, all of these techniques focus on the nurturing leads in a more personal, direct, and engaging way. Boost engagement with interactive emails, build relationships with personalized and dynamic content, nurture with audience segmenting and automatic triggers, and connect anywhere with mobile optimization.
To adopt email marketing into your current lead nurturing program, start by implementing a single strategy. If you lack relevant data, segmenting based on gated content downloads is a great place to start. If you have more data than you know what to do with, consider implementing personalization using dynamic content or automatic triggers. By starting with a single strategy, you can grow email marketing initiatives with less stress and get more return.
Remember, if you need help implementing your email marketing campaign we'd love to talk.
Well, that’s a wrap for this week! I want to thank you for checking in. Make sure to hit that like button. And if you have any questions or comments leave them down below. If you want to talk about how Blue Fish can help you grow your business just send us a message and we’ll get the conversation started!