- October 8, 2014
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Four Ways to Modernize Your Email Marketing
Text message marketing and social media were supposed to be email killers. Yet despite the never-ending variety of media alternatives, email marketing has never been more effective.
Citing the eConsultancy’s “Email marketing industry Census 2014” report, Uberflip.com noted that U.S. marketers claim “revenue from email marketing has increased proportionately by 28 percent in one year (2013 – 2014).”
If email seems primitive compared with the latest mobile apps, maybe it’s only because you need to bring your old text-based newsletter into the new millennium. As observed by Uberflip, here are a few ways to modernize your email messages so they align more closely with the rest of your integrated marketing tactics.
1) Mobilize
Your readers should be able to view your emails anywhere, on any mobile device. This may not come as a surprise, but it’s noteworthy that over 70% of Americans use their phone in the restroom; of those, 42% of them are checking email. Make sure your emails and landing pages incorporate responsive design to optimize your message for every potential viewing device.
2) Socialize
Where do your readers like to spend their online social time? Keep such data in mind when constructing your email campaign. Offer recipients more than the ability to hit reply or unsubscribe. Give readers the option to continue the conversation at not only your website, but on their favorite social network. Include links to the channels where your readers hang out, such as LinkedIn, Facebook, Twitter, YouTube, Instagram, and Pinterest (or wherever your brand maintains an active presence).
3) Personalize
If you’re collecting data about your subscribers, put it to effective use by personalizing your email messages. The more relevant the message, the more likely your reader will be to engage, share, and purchase. Even adding simple fields, like including the person’s first name in the salutation or subject line, can make a big difference in your conversion rate.
4) Empower
Give your readers more control by offering the ability to choose how they receive your messages, such as the frequency and timing. To ensure your emails comply with spam laws—and that you’re being a responsible and considerate marketer—remember to include a link to unsubscribe (opt-out). In fact, if you subscribe to our Marketing Tango newsletter, you’ll see an example of this.
We just hope you never have to use it!
