Email marketing is one of such in the digital marketing world that is highly important as it can be used in notifying customers of current promos, new products, new market arrivals, surveys etc.
It also serves as a way of not just keeping existing customers, but also as a very good means of capturing your website visitors and converting them to prospective customers.
Sending these emails could seem easy at first thought, but you will agree with me that no one likes receiving annoying sales emails from companies and at the same time, if you could send emails that seem appealing to your customers or site visitors, then you can be sure they will check out your products and services.
Below I have listed and discussed some of the best practices that I believe any company can adopt when sending emails to their customers.
These practices include:
-Segment Your Customers (Categorize your customer base)
-Set up and Monitor automated email campaigns
-Send mails only from your Company email address
-Run a simple A/B test for different mail formats
-Keep it Short and simple
-Feel Free to share your knowledge
Now, let’s get to it.
1.Segment Your Customers (Categorize your customer base)
Segmenting your customers into different categories will help you in sending customized emails to different target groups, e.g. New Customers, Old/existing long time customers. Rather than sending the same copy of emails to all your mailing list in which case some mails may be highly irrelevant to some set.
Imagine a scenario where one of your customers keeps getting advertisement mails of a product which he/she had already purchased. That will result to nothing more than a disturbance to such a customer and might piss him/her off.
You can categorize your customers based on the following:
-How often does a set of them buy from you?
-How many bought from you recently (maybe by month)?
-How many customers constantly buy in large quantity? Or
-How many customers constantly require your services on a large scale? Etc.
2.Set up and Monitor automated email campaigns
Proper set up and management of automated emails can give any business owner/salesperson the power to personalize in different ways he/she likes.
Below are some common ways that automated emails are being used by the big names out there:
1.Automatically generate and send a customized “Welcome” email to a customer within an hour of his/her sign up on your business website.
A good example of this is the welcome message one gets on signing up to Deezer.com (a popular music streaming website).
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2.Monitor and send specific auto generated emails to your customers based on their browsing activities on your business website.
Some of these mails can be in the form of a detailed FAQ-and-Answer guide.
E.g. When a user visits your FAQ page and submits a complaint or inquiry, then you can set up your system such that he/she will be automatically sent a comprehensive list of FAQs and Answer even before your customer service agent can get back to such client.
Another common use of these types of mails is to send specific auto generated emails to a customer based on the type of products he/she has been browsing recently but haven’t checked out on any. So, your mails could contain discount adverts or special offers on that particular product which can interest such customer and eventually get him to make a purchase.
3.Send mails only from your Company email address
Lots of startups make the mistake of sending marketing mails from a email@example.com addresses. I personally think this is unnecessary and of relatively low effectiveness compared to using a valid and actively set-up company email address such as: John@mybusiness.com,Antanas@ascarpentry.ie, firstname.lastname@example.org, etc.
These types of email addresses make the customers feel comfortable that it belongs to a real human and not some computer bots. And using real email addresses like this reduces the likelihood of your company mails ending up in the spam folder of your customer’s mail box.
4.Run simple A/B tests for different mail formats
Don’t just keep using same format when sending emails to your customers. Take some time to observe, study, compare and run simple A/B test of two or more formats which you have adopted in sending your mails to know which of those formats is most effective and best for the growth of your business. Some of the things you could test for are:
- Test for changes in the “From” address that ends your mails. And see which one had the most replies from customers.
- Try out different subject lines like using; uppercase letters all through, lowercase all through, Carma-case, short subject lines, long subject lines or ones that contain the heading of the mail.
- Check to see if customers responded to product recommendation mails, discount & promo advert mails, etc. This way you can gain more insight about your customers.
5.Keep it Short and simple
Always review your emails thoroughly before you send them out to your customers. Try to keep the mails as short and simple as possible. Make sure your emails are the ones that even if it was you who got them, you wouldn’t be pissed off by the length, complexity, too many call to actions, etc.
So, always keep your emails simple, straightforward, short and let them have just one call to action (maybe a button or a form of link).
6.Feel Free to share your knowledge
This one sounds odd, right? I know.
Believe me, it has been tried and found true that customers love it when you share some of your reasonable and informative secrets with them.
There’s nothing wrong in a sharing the pros and cons of a product you are advertising with your customers, as well as sharing information on how they could manage some of the “cons” of such product if they are interested. Doing this frequently will earn you trust on your customer’s part.
Apart from sharing Pros and Cons, you can also compile a very informative short guide on the best recommended usage of one of your products and share this information, you have with your customers through emails or simply send them the title of a blogpost on your website where you have posted this information.
I will just simply put it to you in summary that you should only focus on sending emails that your customers will love, read and probably prompt them to contact you for more information. Also, I will add that you should explore the power of email marketing software and other tools available online for capturing useful data about your customers and you can use these data to send smarter, customized and personalized emails to them.