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.

3 Powerful Digital Marketing Tools To Boost Customer Loyalty

 

Most companies with an online presence still find it challenging to acquire new customers and retain existing ones. Nowadays, it’s not enough to just have a great product; you should also have an ongoing conversation with your customers. Thankfully, an efficient digital marketing strategy can help your business drive customer loyalty. Given below are the top three digital marketing methods that you can employ:

  1. Content marketing

Start with a well-designed website and fill it with informative content relevant to the product. Apart from that, use content marketing strategies to create and distribute content that’s useful for your target audience in the form of articles, blog posts, videos, etc. This way you can establish your company as an expert in your field.

  1. Social media marketing

All businesses today are aware of the importance of social media. However, there’s a difference between trying to do it yourself and employing a clever social media strategist to drive customer engagement. Social media is a great way to stay in touch with your customers and to provide them with relevant information. The real-time nature of the platform also makes it ideal for addressing customer grievances and queries with regards to the product. Research shows that bad customer service is one of the reasons why customers switch brands. Using social media to resolve such issues would ensure that customers stay loyal.

  1. Email and SMS text message marketing

Though unglamorous in nature, email and SMS marketing are very effective when it comes to increasing customer loyalty. This is why websites make a big deal of capturing email, phone numbers, and social media ids at the time of registration.

(a) Email marketing: This is a great way to let your customers know you’re keen on maintaining a relationship with them. Use it to send regular newsletters filled with the latest company or product updates as well as links to your blog. Send them special customer only promotions, discounts and previews of new products or collections before they’re launched.

(b) SMS Text message marketing: Since almost all people own mobile phones nowadays, text message marketing is an ideal way to connect with them instantly. Ensure that you send messages tailored to the requirements of your target audience instead of spamming them with promotional messages. Use it to deliver customer-only discounts, info on flash sales and coupons.

As you can see, with the right digital marketing strategy, you can boost customer loyalty and attract more customers to your business. Therefore consider hiring experts and watch your business grow in leaps and bounds.

How frequently should you reach out to your customers via emailers?

Introduction

Email is a great tool that lets you stay connected with your existing customers and to reach out to new customers. However, there are some unanswered questions on email frequency, how frequently should I reach out? How much is too much? Research shows that there is no standard number of emails that one must send out. The frequency of your emailers entirely depends on your business objectives and goals.

In today’s post, we are going to share a few pointers that will help you in deciding the frequency of your emailers.

Relevancy or frequency

Relevancy or frequency

Relevancy is more important than frequency.  Send emails that are relevant and those that the customers are more likely to read. As a thumb rule, include the following emailers in your email strategy:

  • Product recommendations
  • Idle cart notifications
  • Order confirmations
  • Changes in order quantities
  • Special offers and Promotions
  • Surveys and Feedbacks

Your mail strategy should be such that a regular customer is more likely to receive more emails than a prospective customer.

Too many emails are detrimental

Too many emails are detrimental

Research indicates that too many emails are highly detrimental for the company. Customers who receive frequent emails are more likely to unsubscribe for the email notifications. Too many emails also reduce the click rate of your campaigns.

Be thorough with your research

Spend considerable time and effort on understanding the email strategies of your peers. See what worked and what did not in your line of business and learn from their experiences. This research also helps you to understand the tolerance levels of your customers.

Be clear with your metrics

Analytics will be at your rescue to understand the right email strategy for your campaigns. Do monitor factors such as:

  • Conversion
  • Click through rate
  • Open rate
  • Unsubscribe rate
  • Bounce rate
  • Delivery rate
  • Report Spam rate etc.

These KPIs will give you better insights on your customer behaviour and their engagement with your brand. Make sure to develop a strategy that best addresses these factors.

Conclusion

There is no one hard and fast rule for the number of emails sent out to customers. The frequency of your emailers totally depends on your business objectives and the extent of engagement that you seek. Be clear with your goals, understand your objectives and set out your KPIs strategically before concluding on your email frequency. These efforts will help you to improve your conversion rate and your brand’s engagement with your customers.

Why are Newsletters Important for the eCommerce Industry?

cover-imageIntroduction

Newsletters are product focussed content that companies send through email to all those customers who have subscribed to the newsletter services. Companies use newsletters to inform their customers and prospective customers, on the company’s updates, share information on new products & services and to establish an authority in their niche.

In today’s post, we would like to talk about the importance of newsletters for your eCommerce business.

Importance of Newsletters for the eCommerce Industry

Newsletters are one of the most important forms of communication with customers and prospective customers. They are a great way to share a snap shot of all the happenings at the company’s end. Here are a few aspects that show the importance of newsletters for your business:

Carve your niche

Newsletters offer ample opportunities to carve a niche in your line of business, to improve your brand value and to position your brand as a leader in front of your target audience.

For example, take a look at this news letter sent by Flipkart. Making the best use of the season, Flipkart sent out newsletters showcasing various gifting options for friends and co-workers.

carve-your-nicheShare updates with your customers

Newsletters allow you to share all the latest happenings at your end with your customers. You share information on your new products, services, changes in store policies, special offers, upcoming events, details about awards and recognitions, collaborations,philanthropic activities undertaken by your organisation and many more. By sending newsletters at regular intervals, you may stay connected with your customer and informthem about your business.

Here is a New Year special newsletter sent by Tulika Publishers, they shared information about some of their upcoming books and events in a creative and colourful way.

share-updates-with-your-customersGather more returning customers

Most of the subscribers for your newsletter service will be your existing customers. Use the newsletter to improve their chances of returning back to you.  A simple newsletter with special offers for returning customers will do wonders to your sales.

Empower your customers

Use the newsletter to share tips and suggestions to your customers along with product recommendations and empower them to make better decisions. This will improve your brand’s credibility as well as improve your sales.

Here is how UrbanLadder.com cleverly sends some tips and product recommendations for using the colour white in Home Décor:

tips-to-decorate-in-whiteImprove your presence in the industry

Newsletters are not just for customers, you may send them to your employees and business partners as well. Share information on the latest happenings in your industry, new inventions and discoveries, industry jargon and their meanings, contests, special features where industry experts share their experiences. You may also use the newsletter to let your associates’ voice their concerns!!

Conclusion

Even in the age of social media, newsletters continue to be one of the most important forms of customer communications. They allow you to share time to time updates about your brand and position you as a leader in the market. They offer ample opportunity for your customers to trust you and recognise you as a credible source of information.

A well drafted newsletter is informational and is not sales driven. When used diligently, newsletters can help you to improve your brand’s:

  • Value proposition
  • Credibility and authority
  • Visibility and eventually
  • Sales

Design your newsletters thoughtfully and share user stories that create a lasting impact on your customers.

 

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