Email marketing is still a viable strategy you can include in your customer outreach. Combining it with others improves your conversion rate and enlarges your base. However, simply sending several emails will not get you anywhere. You will need a targeted approach that gives you a better chance of getting the response you want.

 

Here are some of the best practices when creating an email marketing strategy.

 

Send Dynamic Content

Long sentences and paragraphs fail to grab the attention of readers that have other things to do. Improve the content of your emails by making them dynamic. You have plenty of options to choose from such as GIFs, videos, surveys, interactive catalogues, and polls just to name a few. These grab the attention of a reader and engage them. This piques their curiosity to learn more about your brand and your latest offerings.

 

Group Customers According to Behaviour

Learn to analyse the behaviour of your customers, doing so allows you to create different segments. These segments enable you to customise the content of your email, call-to-action, and the product or service you can offer. This targeted approach funnels a reader further down the buyer’s journey and my eventually lead to a purchase. It may also boost your click-through and open rates.

 

Send Remarketing Emails

Some small businesses do not bother to follow up a customer that has abandoned their shopping cart. This results in a loss of a potential sale. An email reminder increases the possibility of finally completing a purchase. Remarket and retarget customers that have abandoned their carts. Besides reminding them of the items they left in their cart, include additional offers, promotions, and possible discounts when they make a purchase. This provides them with an incentive to buy your product.

 

Pique a Reader’s Interest using the Preview Text

Your email’s preview line can either pique the interest of a potential reader or turn them off. When creating an email marketing strategy make full use of the preview text. Make this section of your email unique from the subject line. Make this text interesting, consider starting with a question that points out a reader’s pain point or begin with a time-bound call-to-action. When you write the preview text, make it complementary to your subject line.

 

Improve Transactional Emails

Use transactional emails to improve brand perception. Send creative invoice templates, shipping updates, or confirmations to customers. This displays the personality of your brand and puts you in a distinct place in their mind whenever they think of buying a product or using a service. The extra effort boosts engagement and customer experience.

 

Request for Feedback

Engage your customers by requesting feedback and suggestions. This allows you to learn more about them and how to provide better service and products. Send an email that includes a survey or poll to know what kind of content they want to receive. Make the process seamless and consider including an incentive for participation.

 

These practices improve your email marketing strategy. Better emails boost open and click-through rates, which have a positive rate on your conversion rate as well. If you need assistance with updating your accounting books, we at Robookkeeper can be of service. We offer first-rate and reliable bookkeeping services for small business owners.