Email marketing must incorporate strong Customer Relationship Management techniques and tools to be effective in gaining new customers and creating loyal advocates. Personalized attention is what customers demand, and they expect you to know what messaging they want to receive by analyzing their behavior patterns. Are you doing the following to ensure that your email marketing efforts are being opened, read and responded to?
1. Are your emails customized?
Database companies like MailChimp and Campaign Monitor offer hundreds of options for email templates, but building customization into these templates presents information in a more unique way while still maintaining your brand continuity. Design them with your audience in mind and personalize them for your loyal customers just as The Avenue East Cobb does below with its exclusive offers for preferred customers.
2. Is your content personalized?
Are you using the customers name in the subject line and sending them suggested new purchases based on their previous behavior patterns and history? This makes the user experience more personal and engaging for the customers, something that greatly influences their loyalty to your company as can been seen below with Etsys suggested items email.
3. Are your email campaigns responsive for all devices?
Today, 55% of emails are opened on a mobile device making it vital that your emails are designed and programmed for this majority of your customers. An even more shocking statistic is that 80% of people say they delete emails that arent compatible with their mobile phones. Carolinas HealthCare Systems email campaign below appeals to all of their target audience with visual appeal on both desktop and mobile devices.
4. Is your message social and engaging?
Email marketing and social media are not independent of one another and together they can increase the engagement of your message. Social media can provide more information about your customers than just email alone and can even predict future customer behavior by providing information about customer interests and interactions through strategic campaigns. Be sure to incorporate social media engagement buttons in your emails such as The Avenue Murfreesboro does at the bottom of its email below and leverage your blog by providing content of interest.
5. Is your database up-to-date?
Your email list should be periodically purged and updated to make sure your database information is correct. Once your list is current, make sure you categorize it based on consumer behavior to ensure that customers are receiving customized content.
After registering online at tangeroutlets.com for opt-in email, you immediately receive an email with the offer of a free coupon book enticing you to visit a center soon. Tanger also takes their CRM one step further by prompting you to complete a profile of your personal information and style preferences so that they can better personalize their marketing efforts.
6. Are you analyzing your data?
It is imperative to review insightful statistics such as open rates and click through rates. Consider A/B testing to discover what the most effective messaging, creative content, times of day and frequency of emails customers respond to. Analysis of these statistics is key to developing successful CRM programs.
If you found yourself responding no to many of these questions, you might have some work cut out for you to improve your email marketing and CRM programs. Your customers are demanding and expect you to understand what they want before they even know what they want. This makes customization and predictive modeling vital components of your digital marketing efforts. For more expert advice on customer relationship loyalty programs and marketing expertise, call infinitee at 404-231-3481.