Email marketing is one of the oldest techniques in the digital marketing world. Because it's been around for such a long time, many companies have found their strategies have gone stale or been forgotten altogether.
However, it's still a fantastic way of reaching your audience, allowing your email subscribers to benefit from a wide range of content in an easy and convenient format. So how can you bring some life back into your email marketing and engage your subscribers again?
Grow your subscribers organically
Buying lists of subscribers can seem like a easy and effective solution but it's not the quick fix it may appear to be. If you're sending emails to people who have never heard of your company, you're likely to get flagged as spam or just be deleted straight away. This results in low conversion rates and customer information that is more or less useless to you.
Instead, focus on growing your list of email subscribers organically. There are a number of ways you can do this without it being a laborious task and you have the added benefit that these leads will genuinely want to hear what you have to say. Unobtrusive website add-ons that fit in with your overall web design can provide a convenient solution for visitors, while using a strong CTA such as exclusive access to an e-book can also generate high levels of engagement.
Take spam seriously
If your subscribers are flagging your emails as spam, you need to rethink your approach. Having people regard your contact as junk can be the kick you need to reinvigorate your subscriber list.
You need to think more about having qualitative leads rather than quantitative ones so weeding out the ones who don't want contact from you is actually a positive step. It's important that you identify the key pain points of your subscribers and address these in your email marketing.
Take a look at your marketing plan and ensure you're making it easy for people to opt out of your emails, so that you aren't constantly bombarding them with content. You need to find a balance that works well with your audience; a survey among your customers can help you find the happy spot. You can also allow subscribers to specify whether they want to increase or decrease the amount of emails they get from you, which can help you provide a more personalized service.
Think about the design
Design is often neglected in email marketing but it's one of the main things that can disengage your subscribers. Find a template that fits in with your brand voice and will resonate with your average email subscriber.
You want to provide your email subscribers with unique insight but there's a fine balance between too much and not enough. The top priority for your emails is that they should be easily digestible as people are likely to spend no more than a few minutes before clicking off. A good way to do this is to do a weekly roundup of industry news, which is supported by links the user can click for further information if they want.
Launch a re-engagement campaign
If you feel as though your email marketing has gone a little stale or subscribers are flagging you as spam, launching a new campaign can be the catalyst you need. This is especially useful if you have a bunch of subscribers that don't mark you as spam but don't engage with your emails either.
Identify the recipients who fit into the category you most want to change (for example, those deleting your emails straight away) and give them an incentive to engage with you. Invest the time into researching the personas in these groups and segment your audience accordingly.
With this information, develop a personalized email for each of them and ask whether they would like to stay subscribed. If so, send them a few options of what content you can provide them with and let them select which one they need from you.
Email marketing can seem like a massive, never-quite-there process but refreshing it regularly helps ensure that you have a valuable subscriber list of people that are likely to convert or advocate. It also prevents you from wasting your time on dead-end leads, allowing you to spend time creating content that really speaks to your subscribers.
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