The ability to stay connected with your customers is critical regardless of whether you are a traditional brick-and-mortar retailer — with or without a website, though one is increasingly important these days— or a company that specializes in e-commerce. For connecting with others, there’s always social media, but not everyone will see everything you post, leaving a lot of opportunity for customers to miss important details about your store, new product arrivals, and/or sales.
When it comes to reaching your customers, email marketing provides a far more reliable method of communicating with them. You can send newsletters on a regular basis to inform them of important news about your store and what’s going on in your business by sharing home improvement tips, blog posts, and other content that will resonate with your customers and entice them to visit your showroom.
In order to send out newsletters that are opened and connect with your customers, here are seven tasks to concentrate on:
1. Determine the frequency and timing of email communication
A study by moosend.com found that sending two to five campaigns per month is the best frequency (in terms of getting emails opened). This reduces the likelihood of campaigns ending up in subscribers’ trash cans and increases the likelihood of campaigns being delivered. An opt-in subscriber has placed their trust in you by providing you with their email address. Please do not spam their inbox.
The best open rates are achieved on Tuesdays at 10 a.m., according to internet search results. However, because this has been circulating for several years, inboxes are inundated on Tuesdays at 10 a.m. However, according to Moosend, the best time to do so is on Thursday between the hours of 8 and 9 a.m. You must, however, conduct tests and research to determine how your target audience behaves. Using email tracking, gather information and conduct experiments until you find the sweet spot. The importance of consistency cannot be overstated.
2. Establish a sense of trust
Instead of purchasing a list, compile your own list from scratch. This may take longer, but you will be certain of a targeted audience that is interested in engaging with your material. Maintaining good open rates requires adding contacts in a natural way. Lead magnets, such as freebies or discounts, can be used to get subscribers to sign up for your mailing list. Using the double opt-in method, which asks users to confirm their email address, will increase your conversion rate. It will have a favorable impact on the deliverability of emails. Last but not least, make it simple for your subscribers to unsubscribe from your mailing list. Unsubscribes are an important aspect of maintaining a “clean” email list. Unsubscribes should be simple, painless, and immediate in nature.
3. Provide convincing reasons for your recipients to open your email
Provide your subscribers with incentives or calls to action (CTAs) to encourage them to open and read your email message. Invest time in creating subject lines that will attract people’s attention and stand out from the rest of their inboxes. Because people are inundated with promotional emails, you must make yours stand out as “the one.”
4. Create visually appealing information and pictures
Establish your brand’s tone of voice to ensure that all interactions with subscribers are consistent across all touchpoints and channels. Then make certain that your email copy is valuable and precise, while also including actionable terminology that corresponds to your CTAs. Don’t exhaust your subscribers’ attention spans with long paragraphs of text. Make your correspondence as time-sensitive as possible where possible.
Make a strong case for the importance of clicking through to the CTA. By experimenting with different types of content, you can discover what connects the most with your audience. Finally, but certainly not least, make use of relevant, stunning, high-quality photography that is consistent with your brand. Images should be used to illustrate and reinforce your material, as well as to elicit an emotional response. Alt text should be included with your photographs in case any of your subscribers are visually handicapped or if your HTML does not render properly. Subscribers will receive a description of what the image would have looked like if it had been displayed.
5. Clearly state calls to action in your communications
Successful email marketing efforts inspire readers to take action on the information they have received. It’s critical that your subscribers understand what you want them to do when they receive your email. Incorporate a well-designed call-to-action seamlessly. The design and placement of call-to-action buttons are critical. Your call-to-actions (CTAs) should be prominent and easily accessible, particularly for subscribers using mobile devices. Make sure your primary call-to-action is visible above the fold.
6. Make your website mobile-friendly
According to a Campaign Monitor poll, during workdays, 53 percent of emails are opened on mobile devices; on vacations and weekends, 75 percent of emails are opened on mobile devices. Preview your document on a mobile device after using a mobile-friendly template.
7. Use A/B split testing to your advantage
Test your subject lines, preheader text, and the substance of your email — photos and prose, CTA boxes, and the tone and length of your email campaign — to see what resonates with your readers and what doesn’t. To ensure that this is effective, only test one item at a time so that you can identify exactly which items may require some tweaking.