Few things are worse than an overrun, cluttered email. Especially when the majority of the items are spam and junk. With the average person receiving as many as 121 emails a day, it can be hard to keep up! No wonder a whopping 35% of them go unread. This often presents itself as a significant challenge for marketers looking to reach and connect with users via email marketing.
However, email marketing offers a huge opportunity for cutting through the noise and reaching your engaged audience when done correctly. From there, you can expect an incredible ROI of $42 for every $1 spent, along with many other benefits.
Here are some key points to get started.
Email Creates Opportunities to Target Your Messages
If there's one thing email marketing excels at, it's targeting your most relevant customers and reaching them on a level that resonates with them.
Taking the time to identify your audience lets you tailor your messaging. This will prove to be very beneficial for you and your brand. As many as 70% of millennials are frustrated with brands sending irrelevant emails, and 72% of consumers say they only engage with personalized messaging.
Once you know who to reach, you can focus on building a subscriber base and segmenting your list. You can do this by getting more data on demographics and what part of the customer journey and sales funnel they're in.
You Can Put a Human Stamp on It
You should always keep in mind that people are social creatures, so crafting a conversational message will make your emails more receptive. With so many marketing and business tactics being replaced by automation and robots, consumers are skeptical about how brands communicate with them.
This is also another great reason to invest in personalization — it feels more human! Not only will your emails reach your audience better, but they will encourage a stronger and more loyal bond. Your customers will feel more valued that you took the time to get to know and understand them.
Personalization tactics can include using their name, giving relevant tips about your product and suggesting products that will help improve their life now.
Create Long Lasting Customer Relationships
Everyone is quick to think about short-term returns, but many forget to consider the long-term. When you combine your email marketing with other marketing efforts like digital, email can work well to maintain a relationship with your customers.
For instance, a digital tactic like social media may introduce your brand to a customer, but email marketing can turn that one-time customer into a lifelong brand loyalist if you consistently provide valuable information.
Reaches Your Audience at the Right Times
Another advantage of email is you have the opportunity to reach your audience when and where they want to be reached. Not everyone can be on their email all day, every day. For this reason, doing a little extra research on your audience will help you ensure you cut through the noise and reach them when they're most active.
This means considering your customers' lifestyles and trying to time your emails for when people will be most likely to see them and engage with them. You should also note that consumers will likely be distracted during work hours, but will be more receptive in early mornings and evenings.
These results can differ by industry and your audience personas. Consider:
- Between 9 a.m. and 11 a.m. is the best time to send emails in the morning.
- Between 8 p.m. and midnight is the best time to send emails in the evening.
- Several studies have found that Tuesday at 10 a.m. is the most successful day and time.
However, open rates also differ for emails sent in the evening compared to those sent in the morning. Emails sent at midnight have a 7% higher open rate for early birds, and 6 p.m. has the overall highest open rate (22%) and click-through rate (3.14%).
Easy to Test and Optimize Results
Essentially, the best email marketing strategy is the one that reaches your audience. Testing your results and seeing what works will allow you to find the best way you can reach the people who are most receptive to your message. Consider tracking, measuring, and adjusting your emails to see what works and what doesn't.
A/B testing, in particular, is a great technique for this. You take two variants of the same thing and test which one works best. For instance, in email marketing, you can use it for differing content and tones, sending different emails at different times, etc.
There are more than 4.03 billion email users and an average of 6.4 hours a day spent on email attesting to its power. Targeting, testing, optimizing, long-term capabilities, and timing are only a handful of advantages that could benefit your brand. Check out our Meredith Las Vegas blog for more email marketing insights and tips.