Email marketing has been the top performing marketing channel for businesses for decades. But some email marketing tactics work well and some not so well.
We read some interesting research from Aberdeen Group who examined the different approaches used by email marketers.
The article contained, or at least we interpreted, some common best practices that top-performing email marketers use to achieve success.
Prioritise email marketing for a greater ROI
Marketers who prioritse email marketing average:
- 89 percent higher contribution to revenue;
- 167% higher open rate;
- 230% higher click-through rate;
…versus marketers lacking such priorities.
Integrate data-driven campaigns for success
With data at their fingertips, email marketers are more effective in developing repeatable processes and personalised campaigns.
Email marketers will often test and optimise campaigns — 59 percent say they can duplicate the results of effective campaigns with this approach. Additionally, 70 percent of email marketers can identify the most profitable customers in their database.
Personalisation and relevance is key
Good email marketers are effective at maintaining consistent, relevant, personalised communications with prospects and customers.
Replacing “blast” email campaigns with more focused and relevant content based on each customer’s/prospect’s segment or attributes, directly results in higher open rates and click through rates. In fact, personalisation increases your email’s chances of being opened by 26%.
Timely communications capture attention and respect
Email automation can help capture a prospect’s attention when you know they are are their computer or on their device. Automated email responses to specific queries, using carefully scripted and personalised templates, provide the information the prospect was asking for within minutes of them asking.
SOURCE: “B2B AND B2C EMAIL MARKETING: INSIGHTS FOR SUCCESS IN THE INBOX AND BEYOND”, ABDERDEEN 4/6/2017
It’s clear that organisations that prioritise email marketing drive greater success, customer engagement and retention. When done right, email marketers can realise massive benefits.
So, you have two options.
Aim to master it on your own, or find a trusted partner and software solution to help you manage the program.