Think about stopping by your favorite coffee shop on the way to work. The barista knows your name and asks if you are getting your usual order today. You order and then start setting your usual table to look through emails before starting the day. All of a sudden, your coffee order and a free chocolate chip muffin are placed on your table. Chocolate chip muffins are your favorite and it just confirms why you stop by this coffee shop a few times a week.
This experience was personal and made the customer (you) want to return to the business. Although we can’t all hand out free chocolate chip muffins, we can make our marketing feel more personal for the target audience.
One way to create this personalization is through email marketing.
The following tips will increase the impact of an email:
- Make sure that you reach the inbox every time:
- 69% of email recipients report messages as spam based solely on the subject line.
- How to fight the spam button: Create a permission-based relationship. Let the customer know the content, data safety and identity of your emails. This establishes trust, brand recognition and value. Make sure that the content is relevant to the recipient’s interest and send accordingly.
- Your subscriber list is your most valuable asset:
- The average email list churns by about 30% every year. This means that almost a third of your audience will unsubscribe on an annual basis.
- Let’s talk about how to build a great list: Look for opportunities to build your email list where you interact with your target audience: your website, social channels, events or at the business location. Only ask for the information you plan to use right away. Keep your list clean and healthy — make sure that it is full of the right subscribers.
- Know the data that matters most:
- 62% of marketers say that they often feel “overwhelmed” by the volume of information coming in.
- Know what data to look for: Humanize the data to help identify what’s truly important to your organization. Find the audience’s likes, dislikes and activities. While opens and clicks are important, it is also helpful to focus on what percentage took advantage of the offer you provided. Testing the emails before you send them to the whole list is a great way to see what will have the most impact. You can test subject lines, copy and images. This will help maximize your results.
- Personalization is great when used the right way:
- 86% of consumers say personalization plays a role in their purchase decisions.
- You owe it to your subscribers to be responsible and deliver the best possible experience. It will help them stick around and feel like the coffee shop experience. Today’s consumers are smart. They realize that most of what you’re sending isn’t relevant to their interests if you’re sending everything to everyone on your list every time you send. Personalization can be as small as a first name in the subject line. It can also be as big as personalizing images and copy. But just because you have the ability to personalize based on multiple data points doesn’t mean you should. Make sure there is a legit reason to personalize or the message can come across wrong to your audience.
- Focus on engagement:
- The probability of selling to a new prospect is somewhere between 5 and 20 percent. The probability of selling to an existing customer? Between 60 and 70 percent.
- How to engage with existing customers: Spend more time marketing to your current customer base and delivering to them the best experience. Word of mouth can be powerful and your customers can be your best advocates. The keys to maximizing engagements are mobile optimization and variety. You can use videos, GIFs, blog posts and infographics.
Kazoo Media has several successful email campaigns under our belts. We take into consideration what your audience wants to see in its inbox and how to make it engaging. We want your business to feel like a favorite coffee shop to your customers. Let us help you reach your ideal email audience!