Gone are the days when companies bombarded consumers with postal mailings. Filling e-mail inboxes with spam no longer works, either. Today’s consumers look right past marketing messages to find the content that stands out. To capture consumer attention, you have to find a way to engage them.
“E-mail marketing is one of the most powerful ways to reach an audience,” SmallBizTechnology’s Ramon Ray says. “Sure social media is ‘social’ and has all its wonders but e-mail marketing is the best way to ‘date your leads’ and ‘marry your customers.’”
BtoB Magazine has five key ways to make your e-mail marketing campaigns a success in today’s social media age:
- Use Gamification–Gamification, the use of gaming concepts for non-gaming activities, has become extremely popular in the marketing world. Gamifying your e-mails simply means offering challenges to customers to actively participate in your website or service. Some sites do this by offering badges for completing certain tasks or making users competitive by offering achievement levels. While many companies have incorporated this technology into websites and social media pages, businesses are slower to incorporate it into e-mail.
- Use Analytics–Analytics are for more than just websites. You can use this technology to track e-mail activity from initial communication to conversion. Marketers need to be able to see what is happening once someone reads the e-mail and advanced analytics can do just that. By tying your e-mail marketing campaign metrics to your CRM systems, you can begin to track conversion rates.
- Re-engage Disengaged Customers–Every e-mail campaign has them. Lists full of people who do not respond to e-mails. By narrowing your focus on those non-responders, you can begin to brainstorm ways to re-engage those customers. If you can backtrack to the last response you received from each non-responder, you can begin to find ways to recapture their attention.
- Format for Mobile Phones–Research repeatedly reveals that increasing numbers of customers are opening e-mails on smartphones rather than computers. Tailor your e-mail to mobile phone users, gearing your call to action to the mobile phone user as well as formatting your linked content for a smaller screen.
- Retarget Customers–Watch your customers through analytics and target based on specific behavior. If you notice a customer shows an interest in a certain section of your site, you can use that information to market directly to that customer via e-mail in a way that will personally engage them.
Several sites can help with your marketing campaigns, according to Ramon Ray. Some great all-in-one marketing sites that will help automate your marketing processes include Hubspot, Infusionsoft, Marketo, and Aweber. By utilizing the many tools available to you, you can make your e-mail marketing campaign efforts a success.