Email Marketing

EMAIL MARKETING BEST PRACTICES FOR B2C BUSINESSES


Email marketing is an efficient tool when used correctly. Marketers swear by this technique as a revenue generic tactic. However, there is a fine line between overselling and underselling your offers through email marketing. It becomes vital to figure out the frequency to send your promotional emails.

According to a report by the Direct Marketing Association’s National Client Email, it shows that around 35% of marketers send up to two to three emails per month, while 19% just send about one email per month. In another survey conducted by Marketing Sherpa, it shows from the consumer’s point of view about 61% have said they don’t mind receiving one promotional email at least once a month, and 15% said they wouldn’t mind receiving one promotional email per day. The same study concluded stating that around 91% of the users have no issue with email marketing.

However, experts and the constant increase of unsubscribers say otherwise. So, how many emails are too many emails? A definite number cannot be given, but here are few factors to keep in mind while deciding on the frequency of your mails:

Industry stats

It is important to analyse your competition and see the frequency with which they send emails per week, noting their return-on-investment, and reach.

Nature of product or services

The number of emails one sends largely depends on the product or service one offers. Hence, it is seen that fashion brands can get away with sending 1 email per day, but it’s not the same for e-commerce companies.

Nature of the email

The goal of the email should be known. Is the email being sent for higher reach? Engagement? Or simply for CTR?

Consumers Decide

Keeping the user in the loop is important, hence offering an option to the consumer to signup for a weekly, monthly or daily update would be crucial too.

Data

Data should be analysed frequently in order to understand the opening rates, the number of subscriptions or unsubscription received, etc. Future adjustments can be made keeping these factors in mind

Engagement rates:

This rate is important in email marketing too. By understanding the engagement rate one can note, which content is preferred by the consumer. If an increase or decrease in the frequency of engagements needs to be done, and develop a well-rounded strategy.

A/B tests

Companies can stick to a testing approach to understand which plan works and which doesn’t, and as always it would be vital to keep an eye on data and its figures.

Hence, if companies keep in mind all these factors, developing an efficient and effective email marketing strategy will be easy, also one should keep updating themselves with trends they see in the industry. Approaches that work in 2020 similarly won’t work in 2021, and so on. Hence, updating along with the above-mentioned factors would be important for a marketer to follow.

BEST PRACTICES

Curated below is a list of marketing practices that a B2C company needs to follow to create their own efficient email marketing campaigns.

1. Send welcome emails

It is important right from the get-go for a company to keep in touch with its customers. Hence, a welcome email, either to a first-time shopper, a user who is prescribed to the newsletter, etc, will go a long way in increasing the engagement rate.

2. Integrate data-driven campaigns

The data available online and through past purchases of a consumer can help in understanding which strategy would work best for a particular user.

3. Focus on personalization

Marketing campaigns need to be relevant. This relevance starts with personalization. Perlization can be done just by inserting the user’s name, to when a prospects sign-up to receive emails to provide a poll to understand what the consumer is looking for. Is it sales alerts? Restock information? Newsletter updates? This can help in cutting out the spam and personalizing the emails.

4. Plan ahead, make a schedule

It is important to plan ahead. If one is sending recurring newsletter subscribers, even if it’s monthly, weekly, or daily, the marketer should stick to a consistent time, and ensure the goals are being met.

5. Stick to consistent branding

Email is a super-personal way to speak to an audience; hence the brand’s voice and values need to be made consistent while sending out promotional messages.

6. Make sure it renders correctly

Mobile is BIG. People are shopping more, browsing more, and buying more on mobile. This also means they’re checking their email on the go. Marketers need to ensure that their email templates are optimized for a mobile viewing experience–and any landing pages they direct to are also mobile-friendly.

7. Make sure your emails are appealing

Spam can be avoided by making your promotional messages appealing. By keeping your lists of subscribers clean, and making sure unsubscribers are being deleted, and not over-emailing any particular segment of your audience, can ensure that the emails are appealing.

8. Put CTAs and important information above the fold

For an email to be effective and drive conversions, one needs to get to the point fast. Inboxes are overwhelmed with promotions, it then becomes crucial to make sure you are explaining the main value proposition in the first section of the email and including a clean call-to-action without making anyone scroll.

9. Appeal to emotions, not logic

In B2C email marketing consumers are moved more by emotions than by logic. For a company to be in line with B2C email marketing best practices, one needs to ensure that your emails tug at your customers’ hearts.

10. Report on your email marketing campaigns

To have a truly successful email marketing program one needs to be able to know if the campaign is performing successfully. That means reporting, it is important to choose the right metrics, to get the data collected more efficiently. This data needs to be tracked and analysed to choose your best B2C email marketing campaigns.

In conclusion, the right email marketing strategy is one that is in accordance with industry best practices, one that sits well with your goals and appeals to your audience by providing immense value at all times.

5 Must dos for a successful Email Campaign

cover-imageIntroduction

An email is the first step towards establishing a direct line of communication with the customer. It gives us a chance to personally target the customers and continuously engage them with our brand. Email is also one of the most cost effective channels of marketing and companies can use this medium for talking about their achievements, offers, discounts, rewards, product suggestions, gift cards and many more. Hence building a strong email strategy along with an engaging content strategy is most important for any eCommerce company.

Tips for a successful email campaign

In this era of data and context driven marketing, email is one of the most important media for reaching a company’s desired target audience.

Here are a few tips to help you build a successful email strategy:

Personalise your emails

Personalisation is the key for the success of your email strategy. In this data driven world, customers would like to receive personalised offers, product recommendations and other services. In order to strategically personalise your emails, do consider the following aspects:

  • Strategic segmentation of your customer base. Include parameters that are relevant to your business such as age, gender, purchase history, demographics, tastes and preferences etc. This helps you to send highly personalised emails that are likely to gain the attention of your customers and your prospective customers
  • Allow customers to personalise their email content. For example, at the time of signup you may request the customer to choose his areas of interest and send emails accordingly.

           Here is how Amazon let’s its customers to choose their product preferences:

personalise-your-emails

  • Stick on to the preferences of your customers and send email that are relevant to them. This is most important as customers will be interested to receive emails that are most relevant to them only. For example, here is how Flipkart subtly personalises the content of its emails:

personalise-mail

Use the power of BI

Business Intelligence and CRM software offer powerful tools for the ecommerce industry. You may follow your customer’s activity on your website and send them emails with products related to their search history, likes or previous purchases. This will help you to encourage returning customers. Here is an email from Amazon basing on the customer’s search history:

use-the-power-of-bi

Make your content and brand more humane

Adding a personal touch to your emails, makes your brand more humane and dear to the customers. It helps them to easily connect with your brand and also to consider you are a trustworthy shopping partner. Here is a New Year email received from Urban Ladder, which showed all the key achievements of the brand in 2016 along with the personal signatures of the founders:

make-your-content-and-brand-more-humane

make-your-content-and-brand-more-humane-2

Grab their attention with catchy subject lines

Customers tend to notice catchy sublines first. So make sure to add a fancy or attention grabbing subject line to your email in order to stand out of the crowd. For example, see these:

grab-their-attention-with-catchy-subject-lines

grab-their-attention-with-catchy-subject-lines-2

grab-their-attention-with-catchy-subject-lines-3

Analyse the performance of your emails

Last but definitely not the least, use Analytics to understand the performance of your email campaigns. Keep a tab on key performance indicators such as Open Rates, Bounce Rates, Click Throughs, and Unsubscribes etc. to understand how your strategy is working.

Conclusion

The idea of a successful email strategy is not to push too many things on the customer but to gather quality leads from the content shared. Since email forms the backbone of any marketing strategy, so make sure to use this medium effectively to reach your desired marketing goals. Here are a few other aspects to consider while defining your strategy:

  • Write subject lines that do not get marked as Spam
  • Share content that conveys the benefits of your products and services
  • Include call to actions that encourage readers to view products or share the content on social media.

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