With the average small business now set to spend around $75,000 a year on digital marketing, it’s vital to find ways to stretch those dollars.
If you’re wondering, “Is email marketing dead?” then you’ve given up on one of the most lucrative forms of marketing around. Rather than spending your time and effort trying to get every other form of marketing to work, you can slide into inboxes and start selling.
Here are four ways to get more out of email.
1. Personalize The Content
While email marketing might seem like it’s not as hot as it used to be, content can be personalized like never before. If you want to get more into how your customers behave, then you’ll find that email marketing is the way to do it.
We’ve seen how Gmail can make ads appear that connect to the content of emails, but you can find other ways to connect your users to your messages.
At first, people felt that it was off-putting or even creepy to see messages that were so directly targeted, but now it feels almost normal. If you’re faced with content that relates to what you’re talking about, it’s hard to resist opening it.
If you’re collecting user data as they shop, browse, and click through your site, there’s no good reason that you can’t use this data to your advantage. It’s all about how you execute this use with your content. You have data from purchases or email preferences, so why not use it?
Expand your preference centers to allow for more robust content choices. The more that you spend on giving your clients better content, the more that you’ll find customers engaged with your content. Allow them to get more accurately targeted content so that you can pique their interest in the way that they want it piqued.
2. Mobile is Growing
The average order value of a mobile purchase was stalled out for a while, but you’ll find that it’s starting to grow now. There are more people using their mobile devices to make big-ticket purchases than ever before. While you might think this is the nature of mobile, it’s set to change this year and never look back.
As more apps make it easier to purchase products and services online, the gap between these purchases is closing, meaning that people are starting to feel comfortable. They’re now as comfortable buying big things on their phone as they would feel buying them from their desktops or laptops.
While the average order value on mobile was once just a few dollars, meaning that people didn’t feel comfortable buying on phones, the number is skyrocketing. In the coming year, expect it to equal or even surpass what’s being spent on desktops and laptops.
As users are subscribing to all kinds of services on their mobile devices, there is an increasing number of ways to spend more time with our phones. One of the biggest hurdles is the way that we interact. Poor user interface means that users are more likely to leave before subscribing.
In the years to come, it will become more common for subscribers to purchase larger orders on mobile devices as the user experience gets better. To take advantage of this trend, brands will need to gain subscribers’ trust by offering detailed product content, more images, and videos, or customer testimonials to push subscribers over the edge.
3. Things Are Getting More Interactive
Between emails, mobile gaming, and online content that we can manipulate, things are getting more playful online. There are more ways for us to interact with one another with content than ever. Emails contain games and quizzes that attract clickability and that’s a great way to market in the future.
If you allow users to interact, you get to collect data from that behavior. You’ll get to know more about what they want and how they want it. You’ll also figure out which of your users are really looking at your emails.
Having fun with brands is the way people want to interact in the near future. The more they can engage, the more they’ll be likely to subscribe to your brand. When they link positive and fun experiences to working with your brand, they’re going to be more engaged than ever.
Use interactive content to boost sales or just educate your users. That’s the best way to ensure that they know and understand what you have to offer. The more you can give them, the better they’ll get to investigate their relationship with your brand.
4. Loyalty Works Two Ways
If you’re not already running a loyalty program, you need to start one ASAP. Loyalty programs ensure that you get people on your side and interacting with your products and services on a regular basis. When you show that you’re willing to reward loyalty, you extend a positive experience to your customers that entices them to stay when they might otherwise slip away.
That punch card in their wallet or the app on their phone tracking their purchases might help convince them that they want to work with you again. You don’t have to just give things away while you’re working on building loyalty. You can also get something in exchange for your services.
Loyalty programs allow you to collect data about your customers as they use your loyalty program. You get to track more than just the purchases they make. You’ll get to know when they like to buy from you and the quantity that works best for them.
If you’re savvy, you can try to entice them to purchase slightly more at a discount. In emails, you can address their most recent purchases or their patterns of buying. If they’re most likely to buy from you on a Friday, then offer them a discount on Thursday to let them know they should consider buying more often than usual.
Is Email Marketing Dead?
If you’re still asking yourself, “Is email marketing dead?”, then clearly you’re not ready to unlock the capabilities. The more you put into the future of emails at your company, the more you’re set to get out of them.
If you want to get the most out of digital marketing in general, check out our latest guide for more.