Email marketing is a tried and tested technique which effectively drives customers to your product or service. Marketers around the world subscribe to this principle, with many studies confirming its efficacy.
If you’re looking to implement email marketing into your business model in 2019, this article will teach you how.
The Growth of Email Marketing in Canada
In recent years, email marketing grew by 17% in Canada, according to the Canadian Institute for Marketing Management (CIMM). This growth can be partly credited to the rise of digital marketing tactics, specifically email marketing.
The Canadian Association of Advertising Agencies (4A’s) notes that email marketing is, “one of the most effective and popular digital marketing tactics. The ability to reach a large audience, quickly and efficiently, makes email a valuable tool for any business.”
Consumers in Canada love their email marketing. In a recent CRO report, email was the most effective digital marketing tactic, with an open rate of 55.8%, and an average click-through rate of 2.7%.
Why Should You Try Email Marketing in 2019?
Here are just a few reasons why you should try email marketing in 2019.
- You can target the right audience.
- It’s relatively cheap.
- More people open email messages than online marketing campaigns.
- Email marketing is a proven method to drive interest and engagement.
Whether you’re a small business looking to grow your customer base or an existing business wanting to ensure you keep your customers engaged, email marketing is a great place to start.
If your existing customers are not receiving the communications they expect from your business, it could be due to a number of reasons. It’s important to understand why before we fix the problem. Sometimes introducing a small change to your email campaigns can help. Or you might need to overhaul your entire email strategy and approach.
How Can Email Marketing Help My Business?
Email marketing can help your business in a number of ways, from driving sales to your store to increasing brand loyalty among your customers.
Here are just a few ways in which email marketing can help your business:
- Increased engagement.
- Higher open rates.
- More clicks.
- Boost your SEO.
Encouraging your existing customers to engage with your brand through email is a great way to strengthen the relationship. You can use the platform to send out regular newsletters, advertise special offers, and stay connected even when you’re not in close proximity. And if you’re seeing low engagement or open rates on your social media platforms, it might be time to consider trying email marketing.
Every day, people receive a flood of emails in their inboxes, making it one of the most popular channels for customer engagement. If you’ve been ignoring email or using it as a broadcast channel, you might want to consider taking advantage of this fact.
Top Tips For Implementing Email Marketing Into Your Business
If you want to make email marketing work for your business, here are some tips from experts on how to do so.
- Segment your audience.
- Make it personal.
- Test different approaches.
- Measure the success of your campaign.
When implementing email marketing into your business, you must segment your audience before you start sending out your emails. Essentially, you need to know who you’re targeting and what they’ll value in your emails. What is most important is that you’re not sending your email to everyone — you’re specifically selecting a list of individuals who will value what you have to say. For example, if you’re selling shoes, you might want to target individuals who are interested in shoes.
Once you’ve segmented your audience, you can personalize your emails even further by including an attachment, such as an image or a document. This will make your emails more relevant to your recipients and increase the chance they’ll value what you have to say.
Find Your Signature Scent
One of the most important things you need to do if you want to successfully implement email marketing into your business is to find your signature scent. This is a tactic some businesses use to make sure their customers always remember them. If your business has a signature scent, you can use it in your marketing emails to make yourself more memorable.
To find your signature scent, go down to your nearest grocery store or department store and find the perfume or cologne section. Smell as many as you can, and select one which you think represents your company. You should only use one, so make sure you detect it whenever you wear it. For example, for a shoe business, you might want to try and find that little black dress scent — it’ll stick in your customers’ minds as soon as they smell it!
Make Sure Your Emails Are Relevant
To increase the chance your customers will value what you have to say and remember you, you need to make sure your emails are relevant. This is easier said than done, but you can use a tool like HubSpot to keep track of what is and what is not relevant to your customers. You should never send out unnecessary emails — it is a waste of time and may even hurt your business.
If you are not attracting emails with relevant content, it might be time to review your target audience, segmentation, and content.
Measure The Success Of Your Campaign
To determine the effectiveness of your email marketing campaign, you need to measure it. You can’t improve what you don’t measure. Some business owners measure the number of emails they send out, while some measure the number of contacts who actually engage with their content. Both approaches have their merits, but you need to pick one that works best for you.
If you track the success of your campaign using click-throughs and leads, you’ll know how effective your efforts have been. Don’t expect immediate results — this takes time. But if you keep at it, you will eventually see the benefits of your campaigns. Never, ever ignore the results of a well-executed campaign. If you do, you will jeopardize the whole process.
With these tips, you’ll be able to implement email marketing into your business and start reaping the rewards.