The rise of the digital nomad lifestyle, and the impact it’s having on business and marketing, has created the perfect opportunity for brands to engage with customers via email marketing. In the past, people would visit a store to make a purchase, but with the convenience of online shopping and social media, customers are able to research a product and make a purchase without ever leaving their homes.
However, this doesn’t mean that email marketing is easy. In fact, according to HubSpot Blogs research, 79% of respondents said email marketing was somewhat difficult and 24% said it was very difficult. Knowing how to effectively engage with customers via email can be challenging and with millions of emails being sent every day, it’s crucial that marketers develop some solid strategies to ensure their emails are effective, drive engagement and, most importantly, make sure that they don’t get flagged as spam.
Set The Tone
Letting your brand stand out from the crowd is challenging enough. Making sure that your emails aren’t flagged as spam is even more difficult. It’s a common misconception that spam filters recognize keywords as the best way to determine what type of content is or is not spam. Instead, spam filters tend to look at email subject lines and the sender’s email address to determine if an email is spam or not. In other words, the more mundane your email subject line is, the more likely it is that your email will be classified as spam.
The best thing for brands looking to engage with customers via email is to take the time to set the tone from the very beginning. The best strategy is to choose a generic email address to start with (such as username@brand.com) and then, if you’re feeling extra creative, you can use your unique domain address (such as johnsmith@brand.com) to add a personal touch to your emails. Additionally, it’s essential that you develop a good listening mode and use language that is understood by your audience. If you’re looking to engage with customers via email, take the time to develop a good solid strategy, identify the type of content that will be most effective and put in place a plan to get the most out of your efforts. This way, you’ll be able to avoid frustration and ensure that your emails are opened and read by your target audience.
Know Your Audience
If you’re unsure of your audience’s interests, hobbies, demographics or psychographics, it’s impossible to know what will or won’t appeal to them. That’s why, when developing your email marketing strategy, it’s crucial to establish a good understanding of who you’re writing to and what they’re interested in. Only then can you choose the right content and channels to reach them. Establishing a good rapport with your audience is important, too. Once you have a good sense of who your audience is, you can find common ground and develop relevant content that will interest them.
For instance, if you’re an eCommerce business, you may want to consider choosing an online magazine as your email marketing partner. Not only will they be able to provide you with an array of content that will be valuable to your audience, but they can also help you to establish and maintain a good digital presence.
Create Relevant Content
Regardless of the channel you choose, the most effective way to engage with customers via email is to create relevant content that will interest them. When developing your email marketing strategy, determine which specific topic areas you’ll address and be sure to choose content that will be valuable and relevant to your audience. If you’re struggling to choose content, ask yourself these questions:
- Who are my target audience?
- How can I reach them?
- What do they need or want?
- What can I offer them that no one else can?
When answering these questions, you’ll be able to choose content that is both valuable and relevant to your target audience. This will inevitably lead to more engaged and interested customers who are better suited to hear or read your message. When customers receive messages that are relevant to them, they’re more likely to respond positively and continue the conversation. The more you can do to make sure that your customers are engaging with you, the more you can grow and prosper as a business.
Ultimately, every business is looking for ways to grow their audience and gain more customers. One of the best ways to do this is via email marketing. The key is to develop a solid strategy, choose the right content and channels and then to measure the results of your efforts. By taking the time to develop an email marketing strategy and using the right tools, you’ll be able to choose to take the reins of your email marketing campaign and ensure that it is both effective and efficient. This way, you can make the most of your time and ensure that you’re investing in the right activities. Additionally, by developing a good rapport with your audience, you’ll be able to gain their trust and grow your business.