Despite what you might think when your inbox has 67 new or unread, email is still the preferred method of communicating with businesses. It is also one of the most cost-effective tactics for reaching customers and prospective customers.
As simple as email marketing services may seem, a successful email marketing program takes into account strategy, planning and execution, and is completely measureable. Details are key to ensuring your emails are delivered, opened and your prospects are convinced to engage.
What Do I Send?
Savoir Faire can help you use different email types to achieve distinct results and to encourage various actions by your followers. There are several types to consider:
One-to-many: This could be the tried-and-true newsletter, or it might be promotional emails. We can help you find opportunities to personalize a one-to-many email campaign through segmentation and careful selection of content.
One-to-one: These emails are typically triggered by an action or event. One-to-one emails are a great time to improve your relationship with the recipient. These can include transactional emails or notification emails associated with signing up, e-commerce or milestones like an anniversary.
Transactional: You might think of these as coming from an e-commerce site, but any business that utilizes user signup and enables online account management can find these useful. A lot of times these are used to update a password or to confirm an action, but each one is a marketing opportunity as well. These emails are opened a lot more than “bulk” emails, so incorporating content such as calls-to-action or related offers is a smart move.
Notification: These emails are initiated or triggered by either the sender or by the recipient and can serve as alerts, notifying a user when something has occurred. Notification emails are an ideal opportunity to solidify your brand and offer marketing messaging to strengthen the relationship.
86% of business professionals prefer to use email when communicating for business purposes.
Two-thirds of emails are read on either smartphones or tablets. (Marketing Land, 2015)
Among those who agree email is core to their business, 49% say email is directly linked to their business' primary revenue source, a notable jump from the 20% of marketers who said the same in 2015.
Savoir Faire works with our clients to create a strategy for a successful email campaign, guide the campaign through execution and offer you effective measurement and analysis of its performance. Integrating your social media and email contacts is a smart way to engage. Many email marketing systems allow you to connect your account with your Twitter or Facebook ad accounts to create custom audiences. This way, you can target your social media ads directly to your email subscribers. You can also upload your email contact list to Twitter. This gives you the ability to to create lists in Twitter to better monitor and respond to contacts by following them there.
Email marketing solutions often have a setting or module to add social media follow or sharing links to your emails. Email marketing services like MailChimp also offer marketing automation and workflow functionality tools, in addition to list segmentation tools.
Hubspot utilizes an email and a customer relationship management system with tools to regulate segmentation, trigger emails and reporting tools to optimize a successful campaign. With Savoir Faire’s marketing expertise using Hubspot, your email marketing strategy is sure to be a success.
For one client…
For one client, Savoir Faire creates and sends newsletters, emails for specific audiences and targeted special event emails. As part of our email strategy, we regularly look at email performance and make adjustments.
For example, in 2017, we analyzed the company’s list decay. While they had a large list of subscribers, it was a decayling list, meaning the recipients were becoming less and less active, the emails were bouncing because the address was no longer valid or worse, they were unsubscribing.
We analyzed content and scheduling, and made adjustments, and found ways to improve email retention. Over the year, we saw improvements in delivery rate, open rate, click rate as well as decreases in bounce, abuse and unsubscribes.
Value is Number One when you decide it’s time to send an email. Readability and design are also important to consider to keep unsubscribes at a minimum. Every email you send is a chance to increase engagement and strengthen relationships with your customers and prospects. Just because someone opted-in to receive emails doesn’t mean they’ll stay engaged forever; make sure you have an easy-to-find way for them to unsubscribe or to manage their email preferences.